Understanding Name Calling in Storytelling Psychology
In psychology, name calling is widely recognized as a tactic that reveals more about the person using it than about their target. For example, public figures like Donald Trump often use derogatory nicknames for their opponents. This behavior is typically seen as a reflection of the caller’s own psychological state or strategy, rather than a true measure of the other person’s character.
The Narrative Power of Name Calling in Storytelling
Although name calling is recognized as a negative social strategy, it can also be a powerful storytelling tool. When crafting a controversial or compelling story, writers often use name calling to achieve several narrative goals:
Emphasizing the hero’s humanity by showing how they respond gracefully or thoughtfully to insults or attacks.
Deepening the villain’s negative portrayal, making them seem more ruthless, cruel, or petty.
Increasing reader engagement by introducing emotional intensity to the conflict.
Example: Superhero Stories
In many classic superhero tales, villains use derogatory terms to belittle the hero. For example, Lex Luthor’s frequent verbal jabs at Superman serve to highlight Luthor’s insecurity while simultaneously making Superman’s stoic reactions more admirable.
Distracting and Aligning the Reader
Name calling acts as a distraction, pulling readers out of their inner thoughts and focusing their attention directly on the conflict. This shift in focus can serve multiple psychological functions in storytelling:
Capturing attention: The drama caused by name calling shocks or entertains, ensuring readers remain invested.
Building alignment: By observing the hero defend shared values against the villain’s attacks, readers are more likely to emotionally align with the protagonist.
Case Study: Name Calling in Political Speeches
Consider political campaigns, where candidates sometimes use dismissive nicknames for their opponents. This tactic rallies their supporters by simplifying complex issues into a good vs. bad narrative, creating an in-group versus out-group dynamic that influences public perception.
The Magic Formula: From Conflict to Resolution
In storytelling, the culmination often arrives when the hero overcomes the villain’s verbal attacks and hostility. This moment satisfies readers both narratively and emotionally, as it:
Demonstrates the triumph of positive values over negativity and cruelty.
Offers catharsis, letting readers feel that justice and goodness prevail.
Enhances the “feel good” factor that can drive real-world results, such as increased sales, stronger audience loyalty, or social engagement.
Comparative Table: Effects of Name Calling in Storytelling
Aspect
Hero
Villain
Motive Behind Name Calling
Usually avoids or responds with integrity, showcasing strength
Often uses it to belittle, showing insecurity or malice
Impact on Reader
Builds trust and alignment with the hero
Deepens reader’s dislike or suspicion of the villain
Narrative Outcome
Hero emerges stronger and more relatable
Villain is isolated, credibility weakened
Conclusion
Effective use of name calling in storytelling is more than just a reflection of real-world psychology. It serves as a strategic narrative device, advancing plotlines, building character arcs, and shaping the emotional journey of the reader. When deployed thoughtfully, it can drive audience engagement and reinforce the underlying message or values of a story.
Ego often gets a bad reputation, but in the realm of persuasive copywriting, it is simply another name for our defense mechanisms. Our ego protects our sense of self and reminds us what we fear or value deeply in life. By tapping into the ego, writers can create messages that resonate on a powerful, personal level.
Recognizing the ego-driven concerns of your audience opens up new angles for writing. If you know what your readers take pride in, or what matters to them most, you can craft messages that speak directly to those sensitive areas—making your copy much more compelling.
How the Audience’s Ego Influences Their Reactions
People naturally defend what they care about. When an audience feels their pride or self-worth is challenged, they are more likely to react quickly and emotionally.
Highlighting values: If you reference something your readers cherish, even a fictional threat to it can provoke a strong “that’s right!” reaction.
Challenging identity: Questioning or defending a core part of their identity (such as professionalism, expertise, or loyalty) can inspire immediate engagement.
Example Scenario: National Pride in Advertising
Imagine you are writing for an audience deeply proud of their national heritage. Highlighting an external threat or questioning the uniqueness of their culture often encourages an overwhelming response. Campaigns that use “only here,” “proud tradition,” or “not found anywhere else” trigger powerful ego-driven reactions.
For example, Nike’s “Stand up for your country” slogan directly appeals to the audience’s national pride, making it difficult for readers not to pay attention or engage.
Using Hero/Villain Dynamics to Engage Audience Ego
Hero and villain narratives are classic for a reason—they give readers someone to cheer for and something to oppose. When constructing these stories, it is crucial to understand how the villain threatens your audience’s ego, and how the hero protects, restores, or amplifies it.
The villain: Represents challenges or criticism directed at the reader’s sources of pride.
The hero: Stands for the values and achievements the audience identifies with and wants to defend.
Practical Example: Brand Rivalry
Think about classic rivalries like Mac vs. PC or Coke vs. Pepsi. Each brand positions the other as the “villain” threatening their customers’ values—creativity, innovation, tradition, or taste. This approach allows audiences to rally behind their favorite and feel their loyalty and ego affirmed.
Steps to Use Ego Effectively in Your Messaging
Identify your audience’s core values – Use surveys, interviews, or social listening to find what your readers pride themselves on.
Anticipate perceived threats – Pinpoint scenarios or ideas that might challenge or undermine these values.
Create emotional stakes – Introduce situations in your copy that put these values at risk, prompting an emotional response.
Position your product or viewpoint as the hero – Show how your offering restores or enhances the audience’s pride and security.
Comparing Approaches: Ego-Driven vs. Neutral Copy
Copy Type
Approach
Reader Response
Example
Ego-Driven Copy
Speaks directly to audience pride and identity; positions threats and heroes.
Emotional, fast, and personal. Readers feel compelled to react.
“Your hard work deserves recognition. Don’t let anyone diminish your achievements.”
Neutral Copy
Presents facts or benefits without tapping into personal pride or defense.
Logical, slower to engage, less memorable.
“This service increases productivity by 10%.”
Case Study: Using Ego in a Fundraising Appeal
A non-profit targeting alumni for donations crafted two versions of their appeal:
Version A (Neutral): “Your contribution helps support future students.”
Version B (Ego-Driven): “As a proud graduate, your legacy inspires the next generation—show what your class can achieve together.”
The ego-driven version, appealing to personal pride and group affiliation, saw a 30% higher response rate, demonstrating the power of leveraging ego respectfully for greater engagement.
Final Thoughts: Harnessing Ego Responsibly
Using ego in your writing is about more than manipulation. It is about understanding your audience’s deepest concerns and values, and speaking to them in a way that acknowledges their identity. When done respectfully, it can create powerful connections and drive engagement.
7 Steps to Starting a Copywriting Service from Scratch
Here are the 7 steps I would take if I were launching a copywriting business from scratch. I would keep things focused, practical, and consistent. The goal is to become the obvious choice in a clear niche, not a generalist who gets lost in the crowd.
Step 1: Decide who my audience is, by business size
The larger the business, the more they usually understand, and budget for, the cost of quality copy. Smaller businesses can be faster to hire, but budgets and processes vary. I would decide up front who I am for, so I can tailor my pricing, pitch, and portfolio.
How I would choose
Solo and small businesses, quick decisions, limited budgets, high variety of work.
Mid-size companies, steady budgets, defined marketing teams, clearer briefs.
If I pick mid-size B2B software companies, I would price per project, show SaaS case studies, and speak to marketing managers.
If I pick funded eCommerce brands, I would package email and product pages, and speak to heads of growth.
Comparison by business size
Business size
Typical budget comfort
Decision speed
Main contact
Common needs
Solo or small business
Low to moderate
Fast
Owner or general manager
Website copy, emails, landing pages
Mid-size
Moderate to high
Moderate
Head of marketing, marketing manager
Campaign copy, blog strategy, case studies
Enterprise
High
Slow
Director, brand manager, procurement
Product messaging, thought leadership, multi-channel campaigns
Step 2: Decide on the industry and niche
I would choose a specific industry, or a niche within an industry, and commit. Specializing makes me easier to find, easier to trust, and easier to refer. It also makes my portfolio stronger, even with fewer samples.
How I would pick a niche
Interest, I can write about it for years without getting bored.
Demand, there are enough companies who need copy often.
Experience, I have some background, even if informal.
Examples of workable niches
B2B SaaS onboarding and product pages
Healthcare patient education materials
Fintech email lifecycle and compliance-friendly web copy
eCommerce product descriptions and conversion rate optimization landing pages
Climate tech case studies and investor narratives
Micro-niche idea examples
Case studies for cybersecurity vendors
SEO briefs and articles for logistics platforms
App store listings for wellness apps
Step 3: Align all my online positioning around that niche
Everything I put online would signal that niche, starting with a simple site and a blog. I would use plain language about who I help, what I do, and what results look like. Then I would add 2 or 3 strong samples that match the niche.
What I would include on my site
Homepage, a one sentence positioning statement, niche specific services, proof points.
Services page, packages or project types, scope, and a starting price to set expectations.
Portfolio, 2 to 5 relevant samples, or project write ups with before and after.
About, why I focus on this niche, and how I work.
Contact, simple form, calendar link, and email.
Blog topics to build authority
Breakdowns of high converting pages in your niche
Messaging frameworks for your niche, with examples
Step by step case study structure for your niche
Common copy mistakes in your niche and how to fix them
Simple content plan, first 30 days
Week 1, publish one niche explainer and one teardown.
Week 2, publish a case study format guide.
Week 3, publish a checklist for a common deliverable.
Week 4, publish a short comparison of two messaging angles.
Step 4: Make a list of all the businesses that fit
I would build a targeted list based on business size and industry. The tighter the list, the easier it is to personalize and win. Quality beats quantity here.
Where I would find prospects
Industry directories and associations
Conference exhibitor lists, last 1 to 2 years
LinkedIn searches by industry, size, and location
Competitor client lists, visible on case studies or logos
Funding announcements, new funding often means new marketing
Useful fields for a simple CRM spreadsheet
Company name, website, industry, size
Primary contact, title, email, LinkedIn URL
Notes on current messaging, gaps, or recent news
Last touch, next touch date, status
Step 5: Focus on one business at a time, find the right person
I would pick one company, research them well, and find the person most likely to care. If they have a marketing department, it will be the head of marketing or a marketing manager. I would tailor my outreach to their goals and recent activity.
Titles I would look for
Head of Marketing, Director of Marketing, VP Marketing
latest blog or press release, any launches or hires
careers page, are they hiring marketing roles
product pages, do they show outcomes and proof
email signup, what does the first email look like
Mini case example
Target, mid-size cybersecurity vendor. I notice unclear product differentiation and no case studies. I pitch a 2 page case study pilot, plus a positioning polish for the homepage hero.
Step 6: Send a letter first, simple and specific
I would send a short letter explaining who I am and that I would like to work with them on a freelance basis. If I cannot send a physical letter, I would send an email with the same structure. The message would be respectful, specific, and easy to reply to.
Short outreach letter template
Hi [Name],
I am a [niche] copywriter who helps [business size or segment] get [result]. I noticed [specific observation], and I have an idea to improve [page or asset].
Would you be open to a quick call next week to see if a small pilot makes sense, for example a [deliverable] with [clear outcome]?
Here are two relevant samples, [Sample A], [Sample B]. If now is not a fit, I am happy to send a quick teardown you can use.
I would follow up more than once, people are busy. I would simply remind them who I am, what I do, and that I am available for hire. I would keep it friendly and useful, not pushy.
Gentle follow up sequence
Touch
Timing
What I send
Goal
1
Day 0
Initial letter or email
Introduce and suggest a small pilot
2
Day 3 to 4
Short reminder, include a one line insight
Stay top of mind
3
Day 7
Mini teardown, one screenshot with a suggestion
Provide value without asking for a call
4
Day 14
Relevant sample or case study
Build trust
5
Day 21
Light check in, ask if timing is off
Permission to close the loop
6
Day 30
Final note, open invite to reach out later
Leave door open, no pressure
Positioning tip, do not dilute across industries
If I do this right, I will not need to dilute myself across different industries. I will become the expert in my field, which leads to inbound referrals, better rates, and speaking invites if I want them. Consistency compounds.
Pricing expectations by business size, quick guide
Pricing varies by niche, scope, and your experience. This is a simple way to align offers with the budgets and expectations of each business size. I would always scope clearly and quote per project when possible.
Deliverable
Small business
Mid-size
Enterprise
Homepage copy
£500 to £1,500
£1,500 to £4,000
£4,000 to £10,000
Case study, 1 to 2 pages
£400 to £1,200
£1,200 to £3,000
£3,000 to £7,000
Email sequence, 5 emails
£300 to £1,000
£1,000 to £2,500
£2,500 to £6,000
Long form article, 1,500 words
£250 to £800
£800 to £2,000
£2,000 to £5,000
Simple workflow and tools
I would keep tools simple at the start. Organization and speed matter more than complexity. Here is a lean setup that works.
CRM, spreadsheet or a light CRM to track prospects and follow ups.
Docs, shared folders with templates for briefs, proposals, and invoices.
Writing, a reliable editor, style guide, and a feedback checklist.
Calendar, clear availability and an easy booking link.
Quick case study, first 60 days
Niche, mid-size B2B SaaS. I publish four niche blog posts, three samples, and reach out to 60 companies with tailored notes.
Month 2, expand from pilots, 3 new clients from referrals and follow ups, £8,000 revenue.
Result, repeatable pipeline and clearer pricing.
Common mistakes to avoid
Being a generalist, it is harder to stand out or charge well.
Overbuilding the site, ship a simple site, then improve it.
Mass outreach with no research, personalize to win.
Waiting for inbound, proactive outreach builds momentum.
Under scoping, always define deliverables, rounds, and timelines.
Next steps checklist
Pick a business size and niche, write your one sentence positioning.
Publish a simple site with 2 to 3 relevant samples.
Build a list of 50 to 100 right fit companies.
Send 10 tailored letters or emails per week, track follow ups.
Offer a small pilot, deliver fast, ask for permission to share results.
If you stick to these steps, you will build a focused copywriting business that grows through expertise, not volume. Stay consistent, keep it human, and keep following up without pushing. That is how you become the go to expert in your field.
Every article has (or should have) a purpose, but there’s one purpose that matters more than any other, and that purpose is that first and foremost, an article needs to be found. If an article isn’t found, it never gets seen, which is why tools like
are so important. In the early days Google showed us almost every keyword that drove traffic to our site, and more importantly, which pages the traffic was directed to. It was dead easy to write articles that attracted more traffic by reverse engineering the analytics.
But that started having a detrimental effect on the pages that turned up in search. People abused the system, and it got worse and worse for everyone. The search engines changed and tweaked their algorithms multiple times, and these days they’ve largely succeeded in reducing the problem.
At the same time Google started restricting access to the very keywords we needed to see in order to assess the effectiveness of our articles. So we had to resort to guesswork again. Remember, the primary purpose of any article you write online is to be seen, the secondary purpose is to write something useful that that helps people solve a problem.
But luckily, a new tool has appeared on the seen called Keyword-Hero that unlocks those keywords for you. It does it using Google Analytics by creating a view that reveals almost 90% of the missing keywords. Right now you can get the base version for free.
PS. I’m recommending keyword-hero because we use it here at ProofMEDIA. We love its simplicity and know it will be useful to anyone interested in seeing why people come to their site.
There’s only two ways to get visitors to your site:
At ProofMEDIA we’ll help you get them for free. And when you’ve got enough of the right kind of visitors, we’ll also help you scale them using paid media (so you can turn the tap on and off when you need).
But first, let’s look at how to get enough of the right visitors for free – and why that matters.
When we’re searching in Google, we tend to ignore ads. We’re wary of them (unless we’re specifically looking to buy – but even then, there’s a certain scepticism about price).
So we look at the organic listings first. We trust them because we trust Google. But we also know that Google isn’t perfect, so we look carefully at the headline and description of each listing to see if it’s appropriate.
And when we find the right one (the one with the most appealing headline and description), we click on it. That’s the first signal Google sees, and it tells them this particular link has something going for it.
Next we look at the page the link points to and it either gives us the answer we’re looking for, or it doesn’t. Google is pretty good at determining what we do, and awards more points to that page for relevancy and usefulness if we stay (or don’t click back again).
The more points an article gets, the higher it rises up the charts (people used to rely on keywords and links, but it’s 2018 and times have changed radically).
So the job of any content writer or copywriter is to ensure that the content perfectly matches what people are searching for, and that it also answers their questions well enough for them to take action.
Writing content like that is a skill. It’s much more than just putting any old article together. It needs thought, and above all it needs an overarching content strategy.
This is so Google will start to understand that the content on your site relates to a specific topic or industry. The more pointers Google gets, the more authoritative your site will become.
Each article will attract a few keywords at first (we start by ranking it for the title). But as time grows and Google starts to understand how it fits into its search engine, it will attract more and more keywords (even if they’re not present in the article itself – Google’s artificial intelligence machine – RankBrain, is far cleverer than most people realise).
If you were to write an article every week, in 1 year you would have 52 definitive articles and, if they’re written properly, thousands and thousands of keyword interactions with Google (and tens of thousands of visitors).
If you were to write 2 or more per week, you can imagine how much more free traffic you would get.
But the crucial point is the content MUST attract Google’s attention in the first place. If it doesn’t, nothing will happen.
Here at ProofMEDIA we developed our own software which analyses Google’s output for any given title. We use Google because it’s the source (there’s no better authority than Google).
Once you have a number of ranking articles, it becomes very easy to build an audience from your visitors. We do this in various ways, but what we’re looking for are people who hold their hand up and ask for more information about what we do.
This way we’re able to segment them into interest groups. And from there we can use retargeting (intelligently) to grow our relationship.
It allows us to add a paid strategy to our marketing, safe in the knowledge we’re targeting the right people. This dramatically reduces the cost of advertising because it gives our visitors what they want (Google recognises this and reduces our ad cost accordingly – they need ads to be relevant to keep their own trust score high).
If this sounds like a strategy you’d like to adopt, please contact Quentin on 01733 590133 and we’ll schedule a suitable time to talk.
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