Who doesn’t love a good story?
Whether it’s fiction or real-life… People are captivated by stories.
It’s how we interact with each other, how we touch each other’s heart.
A copywriter is not simply in “the business of writing.” There’s a lot more to it than meets the eye.
And even though it might seem that copywriting is “just about writing”… It really isn’t.
A copywriter is not simply in “the business of writing.”
There’s a lot more to it than meets the eye.
See, people don’t care about fancy, intelligent words.
They might not even be that interested in your service or product (at first sight).
What they’re looking for is the story behind your offer.
Your client wants to know that you get them. That you understand. And that you can give them what they need (or want).
And that, my friend, is where the art of storytelling comes into play.
What Is Storytelling?
Yes, I hear you… It’s a pretty straightforward question with an answer you’ll surely expect.
Storytelling is the act of telling stories.
But, even though the answer is simple, not everyone is as skilled as the other to tell a great story.
Does this mean you can’t learn and should just give up?
Of course not!
All you need to know is:
- What makes a good story?
- How to use the art of storytelling in copywriting?
Why Is Storytelling Important For Copywriters?
But let’s first discover why on earth a copywriter would use the art of storytelling. It’s not like we’re writing a novel.
And yet, good copy should read like a story people want to devour.
Because, really… As a copywriter, your main goal should be to connect with the audience on the other side.
To build a relationship of trust and credibility.
- build empathy,
- give hope, and
- inspire your readers
Let them know you understand their trials and challenges and feel their pain.
The development of this connection is exactly where storytelling comes in. Storytelling will help build this relationship that in turn will help you achieve your goals.
There’s nothing new under the sun.
The topics you write about are not new. Copywriters generally rely on the same power words and sentences.
But the way you present the topic, the ideas, experiences, voices… These are all yours. They make your story (copy) unique.
And it’s these little things that will help move your audience down to the end of your blog post or article.
What Makes a Good Story?
In all honesty, this will depend from person to person.
Your friend might consider a story absolutely amazing while you believe it to be the cause of your heavy eyelids and non-stop yawning.
A few things you should remember as a copywriter…
1. Make Your Story Relevant and Relatable
If your perfect client gets even the smallest hint that you don’t understand them, they’ll go and search for someone who does.
So be sure to make your copy relevant and relatable to their challenges.
- What are they searching for?
- What is their greatest need/desire?
- And how can you bring the solution to them?
2. Use Simple Language
Don’t try to sound smart with highly intellectual words… It stops your copy from flowing nicely.
And the majority of people will stop reading before they even get to the end.
Use language your readers will understand. Like talking to a close friend.
3. Read Like a Conversation
Write your story as if you’re having a conversation with your bestie on the other side of the screen.
Imagine yourself having a cuppa with them, listening to their needs, showing your support and understanding…
Use the language you use in your daily conversations. It will break the ice much faster because your client will feel at ease.
And who knows?
They might get themselves a cuppa while “binge-reading” all your posts.
How Does A Copywriter Use the Art of Storytelling?
Okay, I hear you…
You’re thinking: ‘This all sounds great, but how do I actually use the art of storytelling as a copywriter?’.
Well, I’ve got some great news! You can choose from several storytelling methods because really… There’s no such thing as a one-story-fits-all. Sweet!
Storytelling Method #1 – The Personal Story
Have you ever visited a website and wondered who even was behind the screen?
No clear “About” page, no names or anything personal to connect with?
Granted, most businesses have probably discovered the importance of a good “About” page, but there’s nothing worse than to feel like a computer is talking to you rather than a human being.
People want to hear your story too.
They want to feel confident that there’s a face behind the website that feels their pain. A person who understands. A friend they can relate with.
And these personal stories don’t only come into play on an “About” page.
You can use them in blogs, emails, social media… Anywhere and anytime you believe it may be relevant and relatable to your client.
Storytelling Method #2 – The Hero Story
In the Hero Story you need to look for… You guessed it: a hero.
Before you start writing, think about who your main character is.
This can be either yourself or your client.
Or maybe you can think of a close friend who was in a similar position as your client.
Once you’ve figured out your main character, have a look at their challenges.
Every good story’s main character tends to have hurdles they need to jump over.
What are some of the hurdles your key character faces?
What do they need to overcome these challenges and be received as the hero they want to be?
And of course, the end of your story will see your hero walking away with confidence and a smile on their face. Because they’ve faced and jumped the hurdles instead of giving up and walking away.
Show your client how your main character solved their problems and how they too can apply the same solution.
Storytelling Method #3 – The Testimonial Story
When you check out a website for the first time, do you look at the testimonials? Sure, you do!
Testimonials are the “perfect bait.”
They’re like real-life stories happy clients share about your business. And they offer the perfect answer to help people overcome their doubts and fears about working with you.
Storytelling Method #4 – The Before & After Story
This method is very powerful.
It’s like taking your client on a journey from their current life to the “dream.”
Show your audience their world with the problem and how your service can offer them a life without it. Pure bliss!
Sometimes the After Story by itself can already be enough. Revealing a perfect world opposite of their current life will be enough to trigger a “they-get-me” response.
It’s an approach I used on my “About” page.
I skipped the “before” stage and went straight to the “perfect” world.
But, in between the lines, people will recognise their current struggles.
The Art of Storytelling Mastered
So, do you still believe you’re just in “the business of writing” as a freelance copywriter?
Or have you discovered a new world after reading this?
After asking myself the question: “What business am I in?,” I realised that I’m not in the business of writing.
As a copywriter and content writer myself, I believe I’m in the business of relationships.
A business that helps connect myself with my client, and my client to their own. Building bridges of trust.
It may take some time to develop your own art of storytelling. But practice makes perfect permanent.
Let’s recap!
Great copy should read like a story people love and talk about. It should:
- Be relevant and relatable
- Use simple language
- Read like a conversation
Experiment with a few different storytelling methods. Do your clients like a:
- Personal story they can relate with?
- Hero that overcomes all challenges?
- Real-life testimony from like-minded people?
- Perfect world to come?
Which storytelling method will you use for your next copywriting project?
Let me know in the comment section below.
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