Everyone hates boring ads, right? The ones that just list features and benefits and make your eyes glaze over.
I do.
But then I found this guy, Blake Perkins, and honestly? My whole outlook on advertising changed.
He doesn’t just talk about copy; he treats it like a TV show.
It’s a bit different from what you usually see in marketing blogs, but it works.
Blake Perkins is known for this specific style called the “Narrative Ad.” It’s not about a hard sell.
It’s about a story.
In real situations, most ads fail because they interrupt the viewer, whereas a narrative ad invites them in.
If you’re struggling to get people to click, maybe you need to stop selling and start telling.
Let’s break down what he actually does and how you can steal the playbook.
The Narrative Ad: Why It Works
So, what is this “Narrative Ad” thing? Basically, it takes the problem the customer has and treats it like the main plot of a movie.
Instead of saying “We offer plumbing services,” you tell a story about a clogged sink ruining a Saturday.
It’s relatable, and it stops the scroll.
From what I’ve seen, this approach usually outperforms traditional list-based ads because it builds a tiny bit of trust before you even ask for the sale.
The Toil vs.
Trouble Framework
Blake’s big move is the “Toil vs.
Trouble” framework.
It sounds a bit abstract at first, but once you get it, it’s incredibly practical.
The idea is simple: Toil is the boring work or pain that happens before the story starts.
Trouble is the exciting, dramatic problem that kicks the story into high gear.
Most people write Toil. And this is where things get interesting.
Great writers (like Blake) write Trouble.
- Toil: Waking up early, driving to work, the hum of the office.
It’s dull, even if it’s relevant.
- Trouble: A car crash on the way to work, a fire in the office, a sudden, unexpected crisis.
You want to start your ad with Trouble.
It hooks the brain immediately. Here’s the interesting part.
When I tried applying this to a recent email campaign, open rates went up by like 15%. Now think about that for a second.
It’s not magic; it’s just using the same brain structures that make us binge-watch Netflix.
How to Structure Your Copy
If you want to try this, you don’t need a degree in creative writing.
You just need a structure.
Blake suggests a three-part arc: The Setup, The Conflict, and The Resolution.
First, the Setup: Introduce your character and their normal life.
This is usually Toil.
Then, the Conflict: The problem happens.
This is the Trouble.
Finally, the Resolution: Your product or service shows up and saves the day.
The best part? You can reuse these templates for almost anything. And this is where things get interesting.
Software, services, physical products.
Practical Application: A Real-World Example
Let’s say you sell accounting software.
A bad ad might say, “Save time with our accounting software.” That’s Toil.
A Blake Perkins style ad might look like this:
“John was a good accountant.
He knew tax laws inside and out. But there’s a catch.
But last Tuesday, the IRS sent him a letter he couldn’t understand.
Panic set in.
He stayed up all night staring at spreadsheets until 4 AM.
He was going to lose his business.
Then he found [Software Name].
It scanned his data, found the error in seconds, and saved his company.
John got some sleep.
You can too.”
See the difference? The first one sells features. And this is where things get interesting.
The second one sells the feeling of relief.
It’s subtle, but it makes a huge difference.
Common Mistakes People Make
Most people get this wrong by focusing too much on the product.
They think the product *is* the story.
It’s not.
The product is the ending. But there’s a catch.
The story is the journey to get there.
Also, don’t overcomplicate it. But there’s a catch.
You don’t need a 10-page screenplay.
A short paragraph is often enough to get the point across.
Monetizing Your Knowledge
If you find this framework useful, Blake actually wrote a book called *Advertising Tidbits*.
It’s a collection of his best lessons and case studies.
It’s not a long, dry textbook.
It’s more like a collection of notes from a mentor who’s been doing this for decades.
Honestly, it’s one of the best marketing investments I’ve made this year.
It gives you that “insider” edge when you’re pitching to clients or building your own site.
So, the next time you sit down to write copy, ask yourself: Am I writing a boring list, or am I starting a story? That tiny shift can change everything.
Image source: pexels.com
Image source credit: pexels.com
