The Secret Sauce of Storytelling
SUMMARY:
Telling stories through copy using some of my non-negotiable tips & tricks.
What’s your story?
Every brand has their own voice and style, but they all share a common goal: communicating information to an audience. That information could be informative, persuasive, or even inspirational, but it leaves a reader with something they didn’t have before: clarity, a new idea, confidence, etc. The key is making that information memorable. In my experience, the best way to do that is through the art of storytelling; captivating a reader through a story to turn text into compelling copy.
Good copywriting should hold a reader’s interest, offer them value, and leave them with clear next steps – whether it’s to make a purchase, interact with a brand, or to simply learn more. When you tell a story through your copy, you’re not just presenting facts; you’re tapping into an innate human need for connection and meaning.
So, how do you infuse your copywriting with the power of storytelling?
Identify your audience: Every good story has a protagonist - a main character or a hero. In copywriting, that protagonist is your ideal customer. Start by identifying who your ideal customer is. Are they of a certain age group? Do they live in a certain area? Do they likely have a similar profession or shared hobbies? If you can’t narrow in on who you’re talking to, your message is likely to get lost.
Acknowledge the problem: After identifying your ideal customer, keep them in mind when crafting copy. What are their struggles, their aspirations, their pain points? What keeps them up at night? When you speak to your protagonist in language and scenarios they resonate with, you’re far more likely to create a memorable impression. Speak to these struggles in your solution.
Introduce the solution: Consider how your solution solves the problems you’ve identified. For instance, instead of just listing off the features of a new productivity app, tell the story of a working professional, overwhelmed by their to-do list, who found calm and clarity with your solution. Focus on the benefits, they’ll get from what you’re offering, and how it’s different from the other options on the market. What makes your product or solution unique? Use details and vivid language, and don’t assume your audience knows anything about your product.
Foreshadow the outcome: This is where you show your audience what life will be like once they’ve become a customer. If you’re selling a fitness program or product, don't just say "lose weight"; describe the feeling of renewed energy, the confidence in new clothes, or the joy of playing with their kids without getting winded. Benefit-driven language immerses a reader into a world that they can begin to picture as their own reality.
Empower next steps: Lastly, don’t leave your reader hanging after you’ve done all the work to capture their interest! Leave them with clear next steps on how they can learn more, sign up, download a product, or take action with whatever you’re offering.
Remember, it doesn’t necessarily matter what you’re selling or what you’re writing about. Storytelling is the most powerful way to connect with your audience, build trust, and make your message stand out.
My favorite storytelling tips:
Knowing the impact of storytelling, below are some elements I try to keep in mind when writing fresh copy.
Use emotional language: Stories are inherently emotional. Incorporate words and phrases that evoke emotions – joy, relief, excitement, belonging, fear of missing out. Typically, we first make decisions based on emotion and then later justify them with logic.
Make it concise and compelling: While storytelling is powerful, remember that you’re still writing copy, not the next best-selling novel. Keep your narratives focused, to the point, and always geared towards your ultimate goal –sharing information and moving readers toward a desired action.
Keep the focus on you: While it’s important to highlight why you stand out against key players in your category, don’t make the mistake of focusing on them and not you. Center your copy around what you offer and how you make a difference in their lives – not on what/why others don’t.
By centering your copy around the principles of storytelling, you shift from an information sharer to a compelling writer. The next time you sit down to write, don't just write copy – tell a story with a clear journey from problem, to solution, to future outcome.
Happy writing!
JB
