Copywriting 7 story elements and six levels of meaning diagram.pdf
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This document outlines the key elements of an effective brand story, including a central premise, ARC structure, resolution, brand story space to convey the 6 levels of meaning, 3D characters, and brand personality traits. It also lists the 7 elements of an effective story - excitement, drama, why different, how to play, unique features, justify purchase, and lasting play value - and how they relate to conveying the brand's personality traits and 6 levels of meaning through copywriting in a logical progression that creates a buying environment.
Copywriting 7 story elements and six levels of meaning diagram.pdf
- 1. Confined Space = Your brand message format (ads, web page, social media, email, radio, etc) Central Premise = Your Headline A R C H Resolution ** * This is where you must create the Buying Environment. ** This is the brand story space where the 6 Levels of Meaning are conveyed (brand attributes, Brand benefits, Brand values, Brand culture, Brand personality and Audience). 3-Dimensional Character (s) Protagonistand/or versus Antagonist Brand Personality Trait(s) Brand Storytelling: The relationship between Personality Traits, the 7 Story Elements, the 6 Levels of Meaning and Copywriting Excitement Drama Why Different? How to Play Unique Features Justify Purchase Lasting Play Value Service Ask for Order Logical Progression TheSlipperySide *