Page 128 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

sellers’ calls and horses’ hooves ringing on the cobbles, you could
just make out the delighted cries of children as they approached
the window.” Maybe a tad schmaltzy but it fits the brand and the
context perfectly.
In classic storytelling structure, the copy takes the reader on a
journey alongside the protagonist: Hamleys. There are challenges:
the Depression in 1931 and the Blitz. And a resolution to these, as
the store was rescued by a white knight in the shape of Walter Lines,
the chairman of the Tri-Ang company. And, because it is a toy shop
(and my client), a happy ending:

The toys may have changed, but if he were here today, we’re
sure William Hamley would recognize the same delighted
faces as he guided you round the shop he dreamed of as
a boy.

In practice

• To tell a compelling story you need four things: a hero, a problem,

a narrative (what happened), and a resolution (the ending).

• Try it with the About Us page on your website: so much more

interesting to write—and read—than the “We are the leading
blah blah blah.”

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