You've probably noticed that big names in business often give examples from their practice, sharing intriguing stories about the idea, the brand, the path to success, overcoming obstacles and resolving conflicts - i.e. they present a purely human story that touches the hearts of potential users.
In digital marketing, this approach is a tool that always works successfully and increases customer interest. Evoking emotions in people can make them fall in love with a brand, concept or activity – and this is a mission that is completely possible, with one method – a story that is told. Here the main role is entrusted to a good copywriter .
People love to hear about personal experiences, real-life cases that inspire. Telling a story aims to awaken purely human feelings in consumers and thus build a connection with a brand in their minds. When you have a website or blog, you are telling something, even if unintentionally. So keep in mind something important:
The story you share should be positive and encourage customers to prefer your product or service.
What are the factors that make your story compelling?
- It should be in an appropriate style, written competently and easily readable – these factors are of paramount importance and it is important to keep them in mind when looking for copywriting services. The target audience will pay attention to every word, so consider who the message you want to indirectly send is aimed at: mothers, young people, retirees, students, business people, etc. Your story should take into account their language.
- A properly structured plot – like a movie, an interesting plot is one in which there is a problem creation, a climax, and finally – a victory, a solution to the problem. The story should be focused on the essential moments that we want users to focus their attention on. Anything extraneous would only weigh down the narrative and cause zero or even negative effect.
- Good heroes – but not perfect! A worthy hero in a story is one who is able to overcome his own weaknesses, not a mythical creature without flaws, otherwise the story would sound unreal. Positive heroes manage to fight against some wrong cause and maintain victory.
An example of such a story is the story of Henry Ford , who, before becoming a famous car manufacturer, went bankrupt five times and succeeded at the age of 53. Another telling story is how truck driver Elvis Presley was fired by his manager, who verbally sent him “back to the truck”… The wise men of the East say: failure is the mother of success.
- Familiarity – When you tell a story, it should be relatable to your audience. They expect to see and feel something that brings them closer to their way of life, their situation, and the issues that concern them. If your story takes people away from the things that matter to them, then it’s pointless.
The message in your story – what is important about it?
When composing the hidden message, it is important to keep the following factors in mind:
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- Evoking demand – through your story, you discreetly indicate a type of need that arises and should be satisfied, using the product or service you offer.
- Drama – it is found at the climax of the plot – the most interesting part, the one that grabs the attention and makes the listener think feverishly about the problem. The most important skill at this point is good stylistic expression, tailored to the audience.
- Instilling trust – the customer must trust your business. This is the whole point of the message – trust is the first step towards buying.
- Evoke a sense of belonging – your target audience needs to feel connected to the message in the story being told. This is important in order to evoke the emotions needed to make a purchasing decision.
The key is in the ability to convince people,
that this is their story, not yours.
