Storytelling is a time-tested method of disseminating information to people that helps generate an audience who understands the message and responds to the calls to action. As you learn more about copywriting, you start to realize that one way to ensure that an audience member “gets” the message is to use storytelling techniques.
Stories build credibility, places a spotlight on your product, and can be enjoyable to consume for the viewer or reader. To ensure you reach that goal, follow these storytelling tips.
Make the Story Relevant to Your Audience
You must remember that your audience is the first consideration before creating a new product or service and the first consideration when you write or talk about the product or service. How you express what the product does depends totally on who your audience is and how they prefer to get their information. If the story is not relevant to them, they will not respond to it.
Hook Them in by Starting at the Middle or End
Be creative when telling the stories. You might want to start at the end once the subject of the story is expecting the solution or right before the solution was implemented so that your readers can feel the excitement of the problem getting solved. You’ve seen headlines that say things like, “One night on this mattress and her life changed.” This is an excellent example of using storytelling and dramatic effect to get the point across.
Don’t Be Too Long Winded
When you tell any story, you want to make sure that you only talk about the relevant parts of the action and to keep to the point as much as you can. Try writing the story without worrying about this rule at first. You can edit it and narrow it down during the revision and editing process to be more convincing. Long-winded, overly-written stories don’t get fully read or understood as much as more direct stories.
Evoke Emotions
Depending on the problem you’re trying to solve, you should bring in appropriate emotions. You can do that by having the characters in your story mention or show their emotions regarding the pain of the problem and the power and relief of the amazing solution that you’re offering to them.
Anytime you want to use this method, remember that when you’re using storytelling, despite the word “tell” in the title, remember that stories are best when shown and not told. That’s how you’ll bring them into the emotion of the entire experience. It’s simply a choice of words, and how the words flow, and the power of the problem and solution that make all the difference in using this method over other methods.
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