Storytelling in copywriting is your magic spell to truly relate to your audience and create a deep desire within them to buy your offer.
Humans have used storytelling to communicate since the beginning of time. And it happens to be my specialty. In my background as a poet and short story writer, I thrived on the captivating introduction, the leadup, the breathtaking climax, and the final conclusion.
In copywriting, storytelling plays an even bigger role because you’re asking for more than wide eyes or bated breath. You’re asking people to open up their hearts and wallets to you. There are many copywriting techniques, but storytelling is what builds that trust.
Where to Use Storytelling
Should you use storytelling in copywriting all the time? Where is the best place to put it into practice?
The truth is, stories come in all different shapes and forms. Sometimes we tell the story from start to finish, but other times we strategically place snippets of the story here or there to entice the readers.
Here are some great places to add storytelling to your copywriting:
Your about page is so important to your website. It gives you the opportunity to show your audience who you are and why you’re the obvious solution to their problem.
This is where you describe the journey that brought you to the expert position you’re in now, and how you developed your passion for your creative skill.
Never try to sell people a plain ol’ product. Always craft a story behind it. What emotional aspect can you pull out of the item you’re selling to let your customers see themselves as part of the process?
Is it a reminder of something meaningful to them?
Does it support a good cause?
Does it represent something they love?
Can they contribute to the production somehow (e.g. customizations or input)?
Social Media Captions
When you’re promoting a new offer in your business, the whole launching process is a big story. Sometimes you start that story in the first caption by introducing suspense or catching attention.
The next day you’ll add to that story, and you’ll keep building to it daily until you’ve got people in the signup and purchase phase.
You have so much potential for storytelling in your social media captions. Don’t waste them with a thoughtless phrase or some lazy emojis. Make the most of the opportunity.
Throughout Your Entire Website
When a potential client or customer embarks on the homepage of your website, they should immediately feel that you’re taking them through a journey.
The journey starts where they are now: confused, frustrated, and lacking. It allows them to picture the transformation that they’ll receive once they’ve worked with you or bought your product.
Don’t isolate each page on your site. Use storytelling techniques in writing your website to transform the reader into buying.
How to Use Storytelling in Copywriting
The first step to implementing storytelling techniques in writing is to know the basic elements of the story.
Here is a graph to illustrate the classic story structure better.
Above all, your introduction must be captivating and attention-grabbing.
Nay, more than grabbing.
The introduction needs to find the reader, tackle them, and kick drop them into the playing field.
If they’re not interested in the beginning, they won’t keep reading. In copywriting, headlines are your powerful introduction. We live in a world of scanning. Most people don’t read a web page from start to finish, they scan for what they’re really looking for.
Headlines are your opportunity to stop the scan. So make them powerful.
The action rises as the audience realizes you’re talking about them. You’re describing their exact situation, you identify with where they’re at. You feel their pain points and frustrations, which are being noted before their very eyes.
This is where the hero comes in. You can save the day with your solution, if they’ll just let you do it.
This is where your client sees all the details falling into place. You paint a scene so vivid they see the future as if it were already happening.
This is where the problems are finally over for the main character. They’ve caught the villain and things are going back to normal in the little village where all the action started.
Don’t skip this part. The story can’t be told without the conclusion. This is where the author lets you know the story is wrapped up, but leaves you curious for the sequel. In TV shows, this is where you’re dying for the next episode.
In copywriting, this is your call to action. If your client wants this story to become their reality, they have to make a move. It might be paying a deposit, or it might just be submitting an email address. Either way, it’s a meaningful step toward making their dream come true.
Each storytelling element plays a vital part and can’t be overlooked.
Make Your Story Original
While there are many universal storylines we keep coming back to over and over, we need to hear a unique twist…even on our favorite classics.
Don’t make your story sound the same as all your competitors. Even if you’re offering something similar to another gal in the market, what special spice can you add to yours to make it stand out? You’ve got to add your personality to your copywriting to show off your uniqueness.
You might say that’s easier said than done.
And it is! That’s why I’m here. When you book a free strategy call with me, I help you dig deep into yourself and your business to find out what your unique bit of magic can be. I devise a plan of action to make your website or sales page stand out among the others.
And if creative writing has never been your thing or you don’t have time to implement storytelling with copywriting, I’ve got you covered.
Just book that call with me and we’ll get your sales way up!