Great copywriting is about rewriting your audience’s reality. And one of the most powerful ways to do that comes from an unexpected source: Narrative Therapy.
Developed by Michael White and David Epston, narrative therapy helps people reshape the stories they tell themselves. As a copywriter, you can use these same techniques to influence how customers see their problems, solutions, and transformations.
Let’s dive into seven narrative therapy techniques you can use to write more compelling, persuasive copy.
1. Externalization: Make the Problem the Villain
Narrative Therapy: Problems aren’t part of a person’s identity—they’re external forces that can be overcome.
Copywriting: Position the problem as an outside force your product helps the customer defeat.
Example:
Instead of: “Are you struggling with disorganization?”
Use: “Clutter is stealing your time and draining your focus—here’s how to fight back.”
By making the problem an enemy rather than a personal failing, your audience is more likely to take action.
2. Re-authoring: Rewrite the Customer’s Story
Narrative Therapy: Clients rewrite their life stories in a way that empowers them.
Copywriting: Show your customer how your product helps them rewrite their own success story.
Example:
“Right now, you’re buried under a mountain of unread emails. But imagine waking up to a clean inbox—every day. With InboxFlow, that’s not a fantasy. It’s your new reality.”
The key? Don’t just describe a solution—help them experience a new version of themselves.
3. Highlight Unique Outcomes: Frame the Unexpected Win
Narrative Therapy: Clients look for moments when they weren’t controlled by their problems.
Copywriting: Highlight surprising wins customers achieve with your product.
Example:
“Lisa expected SolarWave panels to lower her electricity bill. She didn’t expect to make money selling power back to the grid. See what’s possible with SolarWave.”
Customers expect basic benefits. What they don’t expect are surprising, delightful outcomes. Showcase those.
4. Story Mapping: Structure the Customer’s Journey
Narrative Therapy: Clients map their life stories with key turning points.
Copywriting: Guide customers through their transformation using the classic story arc:
Problem → Struggle → Solution → Success
Example (for a weight-loss program):
- The Problem: “You’ve tried every diet. Nothing sticks.”
- The Struggle: “You start strong, but cravings win.”
- The Solution: “FitFlex reprograms habits with micro-goals and daily support.”
- The Success: “Now, you’re 20 lbs lighter and craving…another walk, not a snack.”
Take your audience on a narrative journey—from frustration to transformation.
5. Use Letter-Writing Techniques for Emotional Copy
Narrative Therapy: Clients write letters to their problems or future selves.
Copywriting: Use direct, personal language in your ads, emails, and landing pages.
Example (for a financial planning service):
“Dear Future You,
I know you’re tired of worrying about retirement. You deserve peace of mind—and a plan that gets you there. With BrightPath, future you is smiling. Let’s start today.”
Speaking directly to the reader makes your copy feel personal and urgent.
6. Reframe Cultural Narratives: Challenge the Status Quo
Narrative Therapy: Clients examine how social labels shape their identity.
Copywriting: Flip the script on industry norms to position your product as the bold alternative.
Example (for a natural skincare brand):
“The beauty industry says ‘flawless.’ We say ‘fearless.’ Ditch the chemicals. Own your glow with PureLeaf Organics.”
When your brand challenges conventional thinking, your message feels fresh and rebellious.
7. Interview the Problem: Turn Copy into Dialogue
Narrative Therapy: Therapists have clients “talk” to their problems.
Copywriting: Create conversations in your copy by letting the problem speak first.
Example (for a productivity app):
Procrastination: “Why rush? The deadline’s ages away.”
You: “Because tomorrow-you deserve a break. Meet TaskTamer—your weapon against wasted time.”
This technique creates engagement and contrast, making your solution feel more immediate.
Final Takeaway: The Customer Is the Hero, Not Your Product
Narrative therapy teaches that people aren’t defined by their problems—they can rewrite their stories.
In copywriting, the same is true:
✅ Your customer is the hero.
✅ Your product is the tool that helps them win.
So next time you write copy, don’t just describe benefits—create a story where your customer gets to be the protagonist.
Want help applying these techniques to your copy? Drop your biggest challenge in the comments—I’ll help you rewrite the story. Contact me at nlpcopywriting@gmail.com
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