What's The Story? What's The Lesson?

The Story:
Seven years ago, I tried to start a marketing agency. I wanted to list copywriting as one of my services, so I researched.

I found Very Good Copy and Honey Copy (now an agency) to subscribe to. Very different style newsletters, both incredibly helpful if you want to learn to write.

Eddie Shleyner is the writer behind Very Good Copy and creates Micro-Lessons to share. One of his many newsletters I’ve saved is titled “How I write (and you can too):” and starts off:

What’s the Story?
What’s the Lesson?
And what is the word count?

I’m taking the first two and running with it. Word count is too advanced for me, so I’m ignoring it for now.

The story/lesson structure reaffirms the notion that the most effective way to remember something or cause others to act is through stories.

Here’s a snippet of mine and a lesson learned in hopes it helps you share yours.

I’ve always written, but never considered myself a writer for fear of failure.

I have trouble processing emotions. Toiling over simple words helps.

Trying to write has required reading, dissecting, and making note of what keeps me coming back.

The Lesson:

Both Very Good Copy and Honey use a mix of stories from their personal lives and case studies/quotes from the most successful businesses and individuals of all time.

Everything from Ogilvy to Dylan, Gucci Mane, and Steve Jobs. While they’re writing their own stories and building their businesses, both newsletters aren’t afraid to pull from the titans before them to teach.

They mine their lives for their newsletters. The personal stories build connection and trust; the broader case studies back up their lessons and points of view with undeniable success.

Personal connection leads to purchase. I bought Eddie’s book and paid for his classes. I haven’t spent money with Honey yet, but I’m talking them up here. Word of mouth is future cash.

No one wants a business book written by someone who’s never run a business. No one wants to learn to write from someone who’s never been published.

No one wants to start. To learn in public, to struggle, to catalog the failures. But it makes for the start of a really good story.