Copywriting and storytelling can help a business establish and maintain effective communication with its potential customers. Learn where and how it happens.

Copywriting and storytelling: when the persuasion needs stories

When someone says the word “wedding”, most people will probably think of:

  • Two PERSONS willing to start a new life chapter together;
  • A wedding CEREMONY and further celebration;
  • The beginning of a MARRIAGE.

However, I’m not one of those people.

When someone tells me the word “wedding”, I inevitably think of:

  • Two CONCEPTS, instead of two persons;
  • A digital marketing FIELD, rather than a wedding ceremony;
  • The beginning of a “RELATION”, not a marriage, between a business and its potential clients.

That’s the reason why I’ll write today about two concepts that belong to the digital marketing field and contribute to establishing and maintaining a “relation” between businesses and their potential clients.

Those two concepts are copywriting and storytelling.

In other words, I’ll explain WHERE and HOW copywriting and storytelling can help a business achieve the following goals:

  • On the one side, to increase the confidence in its potential clients.
  • On the other side, to improve communication with the current ones.

Would you like to know more about this topic? Let’s dive into it!

Storytelling as Toto | The Marketing of Oz

As you read this post, you might start searching the Marketing of Oz. If so, Toto from the film “The Wizard of Oz” will be accompanying you during the search to help you find it. Discover what the Marketing of Oz is and read all the posts that belong to the category “Storytelling”.

From copywriting to “copywedding,” there is only a step (or a story)

A conversation I had months ago with a colleague of mine, Almudena Almazán Pacheco, inspired me to write this post.

Almudena is a Spanish copywriter who works with clients from the bridal sector. Therefore, she decided to call the service of copywriting – “copywedding”.

At the time I spoke with her, Almudena wasn’t quite sure how to differentiate the “copywedding” from other copywriting services, provided by her competitors.

My opinion was that the differentiating factor, in this case, should be storytelling.

I still think the same.

Copywriting and storytelling are a great “match” in more than one context, whether you create copy for your business or for the clients from the bridal and any other sector.

Nevertheless, in this post, I’ll cover the three contexts where it’s essential to apply the art of persuading (copywriting) with the art of telling stories (storytelling):

  • “About Us” pages;
  • “Success Stories” pages;
  • Apology emails.

Storytelling on an “About Us” page: HAPPILY EVER BEFORE

The first context is an “About Us” page.

The “About Us” page is a landing page where potential clients or customers can find all the necessary information about a business: its evolution, mission, values, and vision.

That is the reason why, when you decide to apply storytelling to the compelling copy published on your “About Us” page, your goal shouldn’t be to explain what your business represents nowadays.

The goal should also be to explain what the business was in the past and how it evolved.

However, you shouldn’t focus only to the past and the present.

Actually, the most important part of a brand story is the business’s vision. Its future. 

In summary, on the “About Us” page should be explained the entire story of a business.

The story usually encompasses the past of a company, its present, as well as the future.

GOAL: The goal is to help potential customers to get to know your business and understand the story behind its brand.

BENEFITS: Copywriting and storytelling on the “About Us” page benefit your business in a way that its brand story can be used as a differentiation factor. Thanks to differentiation, potential customers shouldn’t have difficulties when it comes to recognising and remembering your brand. On the contrary, they could easily understand its mission, vision, and, values. Due to these factors, they should be more willing to say “Yes, I do” to your business.

Storytelling on a “Success Stories” page: HAPPILY EVER AFTER

The second context where copywriting and storytelling make a positive impact is a “Success Stories” page.

The “Success Stories” page is a landing page where a business highlights its greatest successes and the best results.

As a matter of fact, to help potential clients decide whether to hire your business’s service or buy your products, it’s necessary to provide them with so-called trust elements.

Some of those elements are the following three:

  • Testimonials of your former clients;
  • The number of closed sales and pitched deals;
  • Success Stories.

Success stories are an essential trust element

In my opinion, the most essential of all the trust elements the last one, a “Success Stories” page.

It’s a landing page where you, the business owner, explain the experience of your former clients:

  • BEFORE hiring your service or buying your product;
  • AFTER having done that.

In other words, when deciding to use storytelling on your “Success Stories” page, you should put emphasis on the change that occurred as a result of the collaboration with the former clients.

A good rule of thumb is to highlight, in the first place, the emotional aspect of change (WHAT). For example, your former clients gained more time, and that’s something that made them feel more satisfied than before.

But then, don’t forget to explain the way they made the change (HOW). For instance, they signed up for productivity training that allowed them to learn how to better organise their time. After having mastered time management, they quickly became more productive, and therefore they gained more time.

GOAL: The goal is to help potential customers understand why they should hire a service provided by your business and not the other ones (your competition).

BENEFITS: Thanks to the storytelling on the “Success Stories” page, potential customers start to understand how your business helped the former customers meet their goals. Hence, they will be more likely to trust your business, take the first step towards a “happily ever after”, and establish a long-term collaboration with you.

Storytelling in apology emails: HAPPILY NEVER AFTER

The third context is apology emails.

The apology emails are those emails in which a business apologises to its customers for a failure, error or breach of delivery dates.

Speaking of apology emails, the tendency is to send relatively short emails.

In the majority of cases, the email content aims to:

  • Acknowledge a problem;
  • Apologise to customers or clients;
  • Offer some kind of recompensation for the inconvenience (for instance, a discount).

However, another option is to apply copywriting and storytelling to the email content and, apart from saying that you’re sorry and offering the discount, explain the story about:

  • What had really happened;
  • How did your business solve the problem.

Why should you use storytelling in your apology emails?

  • That way, customers will be aware of the issue your business had to handle.
  • They will also be able to appreciate all the effort you made to solve the problem.
  • In the end, the customers will understand that the recompensation isn’t the only aim of your apology email.

GOAL: The goal is to prevent your customers from thinking that your business’s sole intention is to provide them with recompensation instead of sincere apologies.

BENEFITS: Recognising the failure, your business shows its human side. Apologising to the customers, it expresses its humbleness. But explaining your side of the story with the help of storytelling, you decrease the possibility that, despite the recompensation, the collaboration ends with a “happily never after”.

Copywriting and storytelling: JUST MARRIED

In a nutshell, copywriting and storytelling make an extremely positive impact when they both apply to the content published on:

  • An “About Us” page – They help potential customers say “Yes, I do” to a business.
  • A “Success Stories” page – They transform a “Just married” into a “Happily ever after”.
  • In the apology emails – They reduce the possibility that customers “divorce” the company for unacceptable customer experience.

In the end, the role of a copywriter is to craft compelling copy that meets these goals and transform a “Just married” into a “Just have done another good job”.

A Writing-Friendly Question: In which of these three contexts would you preferably use copywriting and storytelling?

My name is Stasa Durdic, and I work as a content writer and copywriter. I’m a person who enjoys reading stories that end with “And they lived happily ever after”. However, I’m certain that, when it comes to copywriting and storytelling, the story may well not end with these words, but begin. If you would like to know more about me, please read my story or visit my LinkedIn profile. On the other hand, in case you want to get in touch with me, I’ll be happy to offer you my help with content writing.

From NO to YES, there is only one CLICK. Please share this text.

Categories: Storytelling

1 Comment

Beberapa Cara Menulis Deskripsi Produk Yang Paling Jitu – Krismada Creation · 02/01/2021 at 18:48

[…] anda dapat memberikan sentuhan emosional untuk menjadikannya lebih terkesan, misalnya melalui story telling, misalnya bagaimana perjuangan tim produksi sehingga bisa menghasilkan produk yang berkualitas. […]

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