I’ll say it again: People love a good story.
But you know what they love even more? A nightmare story.
Yeah. The kind that makes you sweat a little. The kind that makes you think, “Oh man, I do not want that to happen to me.”
Ever notice how disaster movies make millions? People can’t look away from a mess. Even if it’s not theirs.
So, what’s that got to do with copywriting? Everything.
Let’s talk about the Nightmare Story tactic—and why it works like magic.
What Is a Nightmare Story?
Alright, picture this. A Nightmare Story is when you tell people about a bad situation. A really bad one. Like, worst-case-scenario bad.
But you’re not just doing it to freak them out (though that’s a bonus). You’re doing it to show them what happens if they don’t take action.
You show them the nightmare, then you swoop in with your solution like a hero. The right solution, obviously.
The trick is to make the nightmare feel real. Like, “this could totally happen to me” kind of real.
Why It Works
Here’s the deal. People will do almost anything to avoid pain.
You could tell someone about all the great stuff they’ll get if they buy your product, and they’ll be like, “Yeah, sounds nice.” But if you tell them about the total disaster waiting for them if they don’t buy? Now they’re paying attention.
We’re wired to avoid pain more than we’re wired to seek pleasure. It’s just how our caveman brains work. So, when you drop a nightmare story in front of someone, you’re tapping into that fear of “what if.”
And suddenly, they’re thinking, “I do not want that to happen to me.”
Boom. You’ve got them.
How to Use the Nightmare Story
Let’s break it down. Here’s how you pull off a Nightmare Story in your copy:
- Start with the Problem
Set the stage. What’s their problem? Weight loss? Financial stress? Low energy?
Show them you get it. - Introduce the Nightmare
Now, dial it up. What happens if they don’t solve the problem?
Maybe they never lose the weight and their health goes downhill. Maybe their credit tanks and they’re stuck in debt forever. Go vivid. Make them feel it.Get them squirming a little. - Offer the Escape
Right when they’re sweating, toss them the lifeline.
And guess what? That lifeline is your product. Your solution. The thing that saves them from this nightmare world you just dropped them into.
Example of a Nightmare Story
Let’s say you’re selling life insurance. You could go the boring route: “Life insurance gives you peace of mind.”
Or, you could tell them a nightmare story:
“Imagine this: You’re driving home one night, tired after a long day.
Out of nowhere, a drunk driver runs a red light.
In an instant… it’s all over.
Now, your family’s left picking up the pieces.
No money for the mortgage.
No safety net.
They sell the house.
They struggle to make ends meet—all because you didn’t have life insurance.”
See? Now they’re sweating. That’s a nightmare nobody wants.
Then, you save the day: “But it doesn’t have to be that way. Our life insurance gives your family the security they need, no matter what.”
Simple, right?
When to Use It
The Nightmare Story is powerful, but don’t overdo it. If every email or ad you send is like, “The world’s ending, buy my stuff,” people will tune out fast.
Use it when you need to get people’s attention now. When they need a little wake-up call. If your product prevents or solves a major problem? Nightmare Story is your secret weapon.
Final Thoughts
The Nightmare Story isn’t about scaring people just for fun. It’s about being real.
Sometimes, people need to see what happens if they don’t take action. And when you tell that story right, they don’t just read it—they feel it.
So next time you’re writing an email or sales page, ask yourself: “What’s the worst that could happen if they don’t buy?”
Paint that picture. Then show them the way out.
Use the Nightmare Story. It works.
Not in Kansas anymore,
Daniel Matievich