As we move closer to the holidays, the market – and consumers’ inboxes – are more saturated than ever before. However, our Copywriter, Maya Rahman-Rios, knows that strong storytelling can set your brand apart from all the rest. Here are her tips for mastering the art of writing a story that sells.
The Art of Storytelling
As someone with a Creative Writing degree, you can only imagine the number of times I was told I wasn’t going to make it. I dreamt of being a novelist for nearly a decade, but then, marketing found me. This meant I could get a “real job” and appease the people in my life who saw more for me than being a starving artist. Even better, I could still create the stories I grew up loving. Here are a few storytelling tips I learned along the way.
Know Your Reader
One of my favorite things to do as a Copywriter is to help brands find their voice. To do this, I have to know their audience. I have to know who I’m talking to, who I’m writing to, and ultimately, who I’m trying to convert. For example, if I’m writing copy for a brand whose consumers are primarily over 50, you won’t catch me throwing in any TikTok references or slang. You have to know your readers to write to them properly.
Choose the Kind of Story You’re Telling
There are so many ways to tell your brand’s story; it all depends on what angle you’re planning to approach things from. Each story should have an objective, which I’ll touch on more later. That objective is going to influence everything from your tone to your word choice.
Maybe you’re just trying to get your business out there. Your goal would be to put authenticity first, making sure you highlight both your successes and failures. If you’re trying to convey your brand values, tug on the heartstrings a little bit, and help your audience see how they can relate what you’re saying to their own lives. Or, maybe the aim is to trigger action. Share about past successes and give consumers a glimpse into how they can achieve the same or similar.
Make Sure Your Storytelling Has a Call to Action
Once you decide the kind of story you want to tell, your end goal becomes clear. One of the most important things to help you get there is having a solid, compelling call to action. We’ve all heard the importance of a good CTA, and it’s the perfect opportunity for your storytelling skills to really shine.
What is it that you want your readers to do after they read your story? From making a purchase to joining your mailing list, ensure that your call to action reflects this. Remember: your CTA acts as your grand finale. Make it worth the read.
Give Them a Bit of You (But Not Too Much!)
Part of the reason I love helping brands find their voice is getting to add a little flavor. I enjoy spicing up what they already have written, adding some personality to take their copy to the next level. That personality is what can easily set them apart from the rest. Whether it’s humor, tongue-in-cheek statements, or clever taglines, your customers will remember little instances of finesse here and there. But, you don’t want to be that person or that brand that makes everything about you all the time. Make sure you’re putting the consumer, or at least someone they can relate to, front and center.
Some of us are detail-oriented, going into all the nitty gritty about everything. And, while sometimes that may be necessary, it can get real overwhelming, real quick. Every word counts. Plus, with attention spans being around eight seconds, you’ve got to hook your readers quickly. If a word, phrase, or paragraph isn’t contributing to the overall message of the piece, it’s gotta go.
Storytelling in the marketing sense is the foundation of every brand’s success. It allows you to connect with consumers and stand out from the pack, even during the busiest time of the year. Much like the story of Christmas, your brand’s copy should be compelling and powerful, all while showing a little bit of personality. Your consumers deserve nothing less.