By: Imre Gams

When Callum Davies describes the art of copywriting, he rarely starts with technique. He starts with a story. For him, the real battleground of persuasion is not in a clever headline or a polished call-to-action, but in the emotional pull of a narrative that refuses to let go.

It’s a principle baked into his Knee Jerk Method™, a four-part framework for copywriting designed to trigger instinctive, almost unavoidable responses in readers. While the method begins with attention-grabbing headlines and ends with transformative closes, it is the second stage—Impossible to Stop Reading—that often determines whether copy succeeds or fails.

Davies’ perspective is simple: if readers stop halfway through, the sale is already lost.

Why Stories Outperform Logic

Modern audiences are armed with skepticism. They scroll past ads, delete emails, and tune out anything that smells of a hard sell. What cuts through this resistance, Davies argues, isn’t a barrage of features or a perfectly crafted logical argument. It’s story.

Stories bypass the critical mind and speak directly to emotion. They let the reader see themselves in the narrative, making the copy personal without ever saying their name. “Logic convinces,” Davies often notes, “but emotion compels.”

This distinction explains why so many brands fail. They flood audiences with bullet points and specifications, forgetting that humans don’t fall in love with data—they fall in love with meaning.

The Chris Haddad Parallel

Davies often cites inspiration from Chris Haddad, a copywriter known for turning storytelling into an engine of conversion. Haddad’s method of weaving emotionally charged, character-driven tales into sales letters has shown that readers will devour thousands of words when immersed in the right story.

For Davies, this reinforces a truth that too many professionals overlook: attention spans are not shrinking, they are shifting. People binge entire television series in a weekend, listen to three-hour podcasts, and get lost in novels. The issue isn’t time—it’s interest. If the copy is crafted like a story, length stops being the enemy.

Anatomy of an Unputdownable Story

Davies breaks down story-driven copy into several non-negotiable components:

1. A Hook That Mirrors the Reader’s Life

The story must open with a moment that feels instantly familiar. Struggle, frustration, longing—something the reader already carries. Without that mirroring, the narrative never grips.

2. Escalation Through Conflict

Like any good novel, the stakes must rise. The copy doesn’t meander; it builds tension. The reader feels the urgency mounting as though they are living the struggle themselves.

3. Emotional Vulnerability

Davies insists that good copy bleeds. By sharing moments of failure, embarrassment, or raw honesty, the story builds trust. The reader leans in because it feels real, not manufactured.

4. Resolution That Hints at the Offer

The story cannot end in despair. It must gesture toward a solution—a path forward that the offer will later formalize. The narrative primes the reader to be receptive before the pitch even arrives.

The Science Behind the Pull

Neuroscience backs up what copywriters like Davies and Haddad practice intuitively. Stories activate multiple regions of the brain, including sensory and emotional centers, making the reader feel as though they are experiencing events themselves. This immersive effect explains why stories are “sticky”—they are remembered and retold long after facts fade.

In a marketplace oversaturated with content, memorability is currency. Copy that tells a story is copy that endures.

Why This Matters for Professionals

Davies’ emphasis on storytelling goes beyond marketing. It reflects a larger truth about leadership and communication: people respond to narratives more than instructions. A manager rallying a team, an entrepreneur pitching investors, or a professional writing a personal brand statement—all rely on the same principle.

Those who learn to craft compelling stories wield influence that facts alone cannot achieve. They build movements, not just messages.

Common Mistakes That Kill the Story

Even when writers attempt storytelling, Davies notes that they often stumble in predictable ways:

• Overwriting the Setup – Spending too long establishing context before pulling readers into the conflict.

• Forcing Relevance – Inserting a story that doesn’t naturally align with the product, creating a jarring disconnect.

• Ending Too Soon – Failing to escalate or resolve, leaving the reader unsatisfied and unmotivated.

The antidote to these mistakes is focus. Every sentence must serve the larger arc: capturing attention, sustaining tension, and pointing toward transformation.

The Reader’s Experience

What does this feel like for the reader? Davies describes it in visceral terms: once they begin, they cannot stop. They are pulled forward not by obligation but by curiosity, by emotional investment, by the sense that they are about to uncover something that matters deeply.

This is what separates good copy from great copy. Good copy may earn a glance. Great copy consumes attention until the reader has no choice but to arrive at the offer, already softened, already prepared, already convinced.

The Deeper Takeaway

At its core, the second stage of the Knee Jerk Method™ is not about writing tricks—it’s about human connection. Storytelling works because it honors the way people are wired to make sense of the world.

For Davies, this lesson extends beyond sales. It’s about remembering that influence is never mechanical. It is always emotional, relational, and human. The stories we tell shape the actions others take, and in turn, the future we create.

Closing Thought

Copywriting will always evolve with platforms, tools, and trends. But the human brain remains constant. That is why Davies’ focus on storytelling endures: because in a sea of fleeting headlines and shallow pitches, a true story still has the power to hold someone captive.

When a reader starts and cannot stop, when they see themselves in the narrative and feel compelled to keep going, the copy has done its work. In Callum Davies’ words, “Make it impossible to stop reading, and the rest becomes inevitable.”