JAN. 13, 2023 – The best copywriters know that using storytelling in your copywriting can help drive website visitors to action. And the best brands understand the value of stories in their marketing strategies. Stories are powerful because they help us remember things and they give us something to relate to emotionally (which is why we all love them). Stories also inspire trust, which makes them useful when trying to convince someone of something new or unfamiliar, such as your brand or product/service offering!
Storytelling builds trust.
Stories can show your audience that you really know what you are talking about, and that you are not just making stuff up or guessing at things. You also connect with them on a personal level. They feel they know you better when they hear a story about something that happened to you in the past because it shows them who you are as a person. This helps build trust between the audience and the writer, making them more likely to buy the product or service the writer is selling!
Storytelling helps us understand things.
If you’ve ever bought a product and then spent hours reading the manual to figure out how it works, you know what I mean. After all, stories are easier to remember than lists of features or instructions on how to use something. In fact, if you think about it, stories can be used for almost anything, even if they are not understood by everyone!
Storytelling in your copywriting helps us remember things.
We remember stories much more than facts, figures and statistics. We cannot forget the story of an old man who lived on a hill and shared his apples with the children who lived at the bottom of the hill, where there was nothing but wheat fields. A story is something we keep in our minds, not just for 30 seconds or even 30 minutes, but for years, decades even! So when you’re trying to sell something, whether it’s a product or service, you want your audience to remember what you’re saying. If they can’t remember what you said after reading your text, they won’t buy anything from you!
Storytelling helps us feel things.
Stories help us feel things. They make our customers feel like part of a community, and they make us feel like we made the right decision by choosing them as a partner.
If you want to sell your product, tell the story of how it came about. Tell the story of how you came up with the idea. Tell stories about what people have said about it (and by extension, what people will say about it). When someone looks at that product or brand, they should be able to hear those stories in their head as if they were sitting with friends sharing their experiences.
When we see an advertisement for something, anything, we ask ourselves, “Do these people know me? Do these people care about me? Are these people going through similar experiences as me?”. The answer is often “no” because companies tend to focus on selling products rather than connecting with their audience on an emotional level first and foremost. But when marketers seriously consider storytelling when creating marketing campaigns and ads, consumers gain more trust in them, which leads directly to trust!
Whether you are a writer or not, we hope these insights will help you understand why stories are so powerful and how they can be applied to your own writing. As Aristotle said, “The most persuasive words are those that tell the truth.”
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