Blog.

Ready to wave goodbye to boring copy? Allow us to let you in on a little secret…

Storytelling.

Storytelling is the art of crafting a narrative that captures attention and draws you in emotionally, a powerful tool that humans have been using to convey information for as long as communication has existed. It helps connect us with others and make sense of the world around us, which is why, as an agency, we recognise its importance in business.

Just because you have to deliver a certain amount of useful information doesn’t mean you can’t do so with a bit of added flair, which is where the link between storytelling and copywriting comes in. By weaving stories into a piece of copy, we can create a more engaging, human and memorable experience for our reader. But, how do we actually achieve that? Below are some ideas we’ve personally found elevates our own copy and the copy of our clients.

1. Start with a strong opening

Your opening sentence or paragraph should serve as a way to both grab the reader’s attention and convey the main selling point of your message. What is this blog post or webpage or article about, and why does it deserve their time?

2. Incorporate creative language tools

If your piece invokes a sense of immersion, your reader will be more invested. Just because the subject matter is factual or informative doesn’t mean it can’t be punctuated with extra layers of description and sensory detail, or include anecdotes and metaphors to illustrate your point. ‘Embrace a serene escape from the everyday’, for example, is a much more enticing way of saying ‘Stay at our hotel’.

3. Where possible, incorporate evidence of your successes

Whatever you are writing about, if you have any feedback, testimonials or particular success stories from previous customers, you can include these as short anecdotes. How has a real person used your product or service? How did it work out for them? If a past customer’s life was changed for the better thanks to something your business offers, explaining this can help to build trust and credibility amongst readers.

4. Make it relatable and aspirational

Readers should be able to relate to the content of your copy; it should mean something to them. If you’re writing about a wedding package, paint a picture the reader can visualise of what their wedding could look like at your venue. If you’re writing about a new piece of software, talk about how using it will put the reader ahead of the curve and make them look really smart in front of their peers. Consider, what is in it for them?

Never underestimate the power of a good story. By using vivid, attention-grabbing language, keeping the message focused and making it relatable to the end-user, we can create a connection with readers that, more often than not, will inspire them to want to take action.

If you’d like our support with ensuring your text-based marketing leaves a lasting impact within your sector, whether that’s an article for a brochure, a local newsletter, a page on your website or a regular company blog, we would love to take your call.