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one of them can get it.</li><li>One person wants two things but can get only one of them.</li></ul><p id="0496">Conflict can arise between groups of people, people and their environment, or it can be internal, such as struggling to refuse a piece of cake.</p><h1 id="d1da">Different types of conflict you can use in your copy</h1><h2 id="1dc7">Problem-Solution</h2><p id="4fd9">This type of conflict is the most commonly used one in copywriting. Think of all the detergent ads you’ve seen. They often feature a character in a relatable situation and they have a problem: A certain type of stain that doesn’t come off with their regular behavior (eg. the old detergent) or colors losing their brightness over time, etc. The ad then presents the new detergent and persuades the audience that by changing their behavior (ditching the old detergent and getting the new one) their problem will be solved.</p><p id="6d8d">Similarly, most sales pages highlight a problem the audience faces and then offer their product or service as a solution.</p><p id="8908">This type of conflict creates a sense of urgency and encourages the audience to take action.</p><h2 id="ce08">Before-After</h2><p id="2166">This is similar to the Problem-Solution conflict and it often includes the problem and solution, too. But this one is rather based on showing the difference between the state of the “character” (i.e the buyer persona) before and after the use of the product or service.</p><p id="a6ec">Before-After is the basis of the <a href="https://writingcooperative.com/why-you-should-care-about-the-three-act-structure-fe2de349ac2c?sk=ea2164fc56ecb00e6306a5145bb2cdcb">three-act structure</a> in storytelling. First act shows us a character’s “before,” their less-than-ideal state, second act their dramatic transformation through an adventure, and the third act their “after”. Think of Rocky Balboa’s transformation from a failed boxer / debt collector to a man who

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comes close to defeating the world champion.</p><p id="99ee">The same principle applies to a 30 second toothpaste commercial or a case study written for a B2B product or service.</p><h2 id="2f4d">Protagonist-Antagonist</h2><p id="ad74">This type of conflict is based on pitting the audience or the protagonist of the story against an antagonist. It could be a problem, a competitor, or an obstacle. This type of conflict can create a sense of challenge and can encourage the audience to overcome it with the help of the product or service.</p><p id="3d37">As an example, you can think of Burger King’s ongoing ads that taunt its competitor McDonalds.</p><p id="9a2f">Also, “The Mac vs. PC” ads by Apple feature Justin Long as the “Mac” and John Hodgman as the “PC”, with the Mac being portrayed as cool and easy to use, while the PC is portrayed as out of touch and difficult to use.</p><h2 id="9747">Self-Internal</h2><p id="e7d9">This type of conflict is based on the protagonist of the story facing an internal conflict which could be a doubt, a fear, or a lack of self-confidence. It creates an emotional connection with the audience by showcasing the emotional journey and the transformation that the protagonist goes through.</p><p id="962d">Example: “Just do it”. This famous ad campaign by Nike features athletes and everyday people pushing themselves to achieve their goals despite self-doubt and obstacles, with the tagline “Just do it” encouraging them to overcome their internal conflicts.</p><p id="9d66">The power of storytelling in copywriting lies in your ability to create conflict and tension to keep your audience invested in the message. By understanding conflict, you can create more compelling and memorable messages that persuade your audience and drive action.</p><p id="6cb2">Conflict is the driving force behind any good story, and when used effectively, it is a powerful tool in the world of copywriting.</p></article></body>

The Power of Conflict in Storytelling for Copywriting

There is no story, thus no persuasion, without conflict

Have you ever seen a fussy toddler getting spoonfed their mashed vegetables while watching TV commercials? Their jaw drops and they take in the food without resistance, since they get absolutely entranced by the simple, 30-second story of the commercial.

Even if it is an insurance ad that doesn’t target toddlers, they will get hooked by the story on the screen. And if you are an adult who belongs to the target audience, you won’t be able to take your eyes off it. No matter how little attention you think you pay, its message will stick in your mind and affect your decision-making and future actions.

That is the power of storytelling in copywriting. And the whole power of a story comes from conflict.

In copywriting, using conflict is a reliable way to create compelling and memorable messages.

What is conflict and what it isn’t

Conflict is a key element of storytelling. It creates tension and keeps the audience invested in the story. It is a major part of the “story engine” which can be summarized as GMC (Goal, Motivation, Conflict).

When we say conflict, many people think of two characters who can’t agree on something. But it’s much more than that. Any problem in life is a conflict:

Someone wants something and can’t get it for some reason.
Two people want one thing, but only one of them can get it.
One person wants two things but can get only one of them.

Conflict can arise between groups of people, people and their environment, or it can be internal, such as struggling to refuse a piece of cake.

Different types of conflict you can use in your copy

Problem-Solution

This type of conflict is the most commonly used one in copywriting. Think of all the detergent ads you’ve seen. They often feature a character in a relatable situation and they have a problem: A certain type of stain that doesn’t come off with their regular behavior (eg. the old detergent) or colors losing their brightness over time, etc. The ad then presents the new detergent and persuades the audience that by changing their behavior (ditching the old detergent and getting the new one) their problem will be solved.

Similarly, most sales pages highlight a problem the audience faces and then offer their product or service as a solution.

This type of conflict creates a sense of urgency and encourages the audience to take action.

Before-After

This is similar to the Problem-Solution conflict and it often includes the problem and solution, too. But this one is rather based on showing the difference between the state of the “character” (i.e the buyer persona) before and after the use of the product or service.

Before-After is the basis of the three-act structure in storytelling. First act shows us a character’s “before,” their less-than-ideal state, second act their dramatic transformation through an adventure, and the third act their “after”. Think of Rocky Balboa’s transformation from a failed boxer / debt collector to a man who comes close to defeating the world champion.

The same principle applies to a 30 second toothpaste commercial or a case study written for a B2B product or service.

Protagonist-Antagonist

This type of conflict is based on pitting the audience or the protagonist of the story against an antagonist. It could be a problem, a competitor, or an obstacle. This type of conflict can create a sense of challenge and can encourage the audience to overcome it with the help of the product or service.

As an example, you can think of Burger King’s ongoing ads that taunt its competitor McDonalds.

Also, “The Mac vs. PC” ads by Apple feature Justin Long as the “Mac” and John Hodgman as the “PC”, with the Mac being portrayed as cool and easy to use, while the PC is portrayed as out of touch and difficult to use.

Self-Internal

This type of conflict is based on the protagonist of the story facing an internal conflict which could be a doubt, a fear, or a lack of self-confidence. It creates an emotional connection with the audience by showcasing the emotional journey and the transformation that the protagonist goes through.

Example: “Just do it”. This famous ad campaign by Nike features athletes and everyday people pushing themselves to achieve their goals despite self-doubt and obstacles, with the tagline “Just do it” encouraging them to overcome their internal conflicts.

The power of storytelling in copywriting lies in your ability to create conflict and tension to keep your audience invested in the message. By understanding conflict, you can create more compelling and memorable messages that persuade your audience and drive action.

Conflict is the driving force behind any good story, and when used effectively, it is a powerful tool in the world of copywriting.