As humans we’re meaning making machines. It’s how we learn. It’s how we act. It’s how we operate in all of our lives

How do we do this? Through the use of narratives - or stories

Stories help us to understand, to gain direction, clarity and certainty inside of any specific context in life. They’re how we communicate. How we relate. How we connect with one another

Stories also form the foundation for how we communicate, relate and connect with ourselves…

For a copywriter - stories are the ace up your sleeve. They’re the trojan horse that allows you to enter the readers mind - especially if you tap into a story they’re familiar with or have a specific association with

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