The other day I challenged you to tell a compelling story in one sentence.
In our Mastermind Book Club meeting, David Garfinkel told us the Hero’s Journey doesn’t work in copywriting.
Create precision strikes, not epic sagas.
This hit me hard.
I’ve been writing copy for 20 years, and I’ve always thought longer, more elaborate stories were better.
More emotional.
More persuasive.
Boy was I wrong.
David explained that short persuasion stories, sometimes just 1-2 sentences, outperform elaborate narratives every time.
Why?
Because your prospects aren’t looking for entertainment.
They’re looking for solutions.
They don’t need the full hero’s journey.
They need targeted micro-stories that:
• Build trust (past story)
• Address their pain (present story)
• Show transformation (future story)
• Calm their fears (reassurance story)
Gene Schwartz called it “assembling a city of desire” with building blocks.
Stop writing epic sagas.
Start writing precision strikes.
Many of you reached out and wanted to learn how to create precision strikes.
Here’s the formula:
Every compelling 1-2 sentence story needs:
- Protagonist (someone relatable)
- Plot (problem → action → result)
Then layer in these elements:
- Start with the story (immediate hook)
- Show vulnerability (emotional connection)
- Challenge assumptions (engagement driver)
- Provide framework (actionable value)
- Quote authority (credibility boost)
- Clear call to action (next step)
Example: One-Sentence Story: The entrepreneur group expected another boring LinkedIn tutorial, but Ted’s warm, interactive approach had everyone asking questions, getting personalized feedback, and leaving highly impressed with solutions they could implement immediately.
Analysis:
- Protagonist: Entrepreneur group (relatable)
- Plot: Expected boring session → experienced engaging presentation → left impressed with solutions
- Hook: “expected another boring tutorial” (challenges assumption)
- Vulnerability: Admits typical presentations are boring
- Challenge: LinkedIn training doesn’t have to be dull
- Framework: Interactive, personalized, immediately actionable
- Authority: Ted’s expertise + warm manner
- Result: Impressed and ready to act
As David said: “Story is a plan. Story has a plot. We think in stories before we had language.”
Stop overcomplicating.
Start with protagonist + plot.
Write one 1-2 sentence story today and see the difference.
I’d love to see your 1-2 sentence story so hit RETURN and share.
Ted
P.S. Get David Garfinkel’s The Persuasion Story Code and learn more easy to implement copywriting tips.
