Combining these 2 types of writing will make your copies relevant, entertaining, and interesting! [Tuesdays: “Write with the Pen of the Masters”]
F. Scott Fitzgerald.
Dorothy Sayers.
Joseph Heller.
Any ideas about what these famous authors have in common?
Before they became great storytellers who wrote some of the world’s best-selling novels, they were copywriters.
According to Claude C. Hopkins in the book, “Scientific Advertising,” one of the ways to capture your target market’s attention and keep them engaged throughout your copy is by telling a story.
… and while storytelling and copywriting are two different things (storytelling leans on a more creative and imaginative side of writing while copywriting leans on branding, marketing, and business), there’s power in incorporating stories into your copies.
Here are two reasons why:
- Stories are powerful and engaging.
Individual words have their own impact. However, words arranged and aligned to make a comprehensive story are even stronger.
Why?
That’s because stories have the ability to captivate readers, pull them into a new world, and keep them engaged and focused on what you’re writing about!
Aside from that, stories help readers grow, expand their minds, and increase their understanding about the world.
If these insights and anecdotes help you capture and sustain your target market’s attention throughout your piece, then there’s no reason for you to not incorporate storytelling into your drafts!
When you know how to pull all the strings of your story together to make effective copies, there’s a high chance you’ll create content that has the ability to convert readers into your brand’s customers in no time!
- Stories grab your readers’ attention.
One way to successfully get your readers’ attention through your copies is by using a “hook”—a striking statement, word, idea, concept, etc.—in the introductory part of your story.
This will trigger your target market’s curiosity and interest about your topic and compel them to read all the way to the end to know more about your brand’s offerings.
When readers become invested in your story, it’s likely they’ll want to finish reading your piece.
They might even become curious enough to know more about what your brand has to offer.
Another thing about incorporating stories into your copies:
When your target market reads a good story on your website, printed ad, or any other platform, they’ll be more likely to talk about your brand.
In that case, they’ll not only possibly commit to your products or services but will also spread the word about your brand to their family and friends.
That will help you reach more prospects that can convert into your loyal customers with just a little push!
Now that we know some of the advantages of combining storytelling with copywriting, the golden question remains:
In what ways can you use stories to create effective and compelling copies?
- In writing case studies about your brand or a topic related to your brand.
A case study involves an up-close, in-depth, and detailed examination of a case within a real-life context.
Can you weave an actual case study into a copy?
Yes!
For example: You may write about a particular campaign you conducted in the past to market one of your brand’s products.
As you do that, get into the details of what you did and take the topic all the way through to the results.
Don’t forget to inject a bit of creativity into your draft to make your content fun to read!
By connecting your copy to a case study, you’re telling your readers a full story. Use rich details in your write-up and as much as possible and appropriate, don’t leave anything out. This will help you compel your target market to act on your call-to-action (CTA).
- In writing real-life examples.
Do you have a real-life story that relates to the point you’re trying to make in your copy?
Use that as part of your final written output!
Discuss your experience and insight about using a particular product―introduce your pain point, share how you encountered that product and what convinced you to give it a try, then talk about how that product helped solve your problem and made your life more convenient.
This will enable you to add a personal touch to your copy, which also helps convince your readers to take action.
Plus, using real-life examples in writing content helps bring your brand closer to your target market. This lets them know that there’s a human being behind the brand who’s able to sympathize and empathize with them.
As a result…
Your target market will be more likely convinced to try your brand’s products or services!
- In writing on your website’s “About” section.
Use your “About” section to tell your own personal story as a business owner, marketer, or copywriter, not just the story of your brand.
Whenever you write one, make sure your story is realistic and genuine. Then, reference it throughout your website’s content, especially when talking about your brand’s values, principles, responsibilities, mission, and vision.
Your goal is to show your target market who you are and what you can do to help, build their trust, and convince them to partner with you by becoming a regular customer.
Remember to be consistent and authentic! This will encourage more readers and prospects to welcome and consider your brand’s offerings.
According to Hopkins, you must always do your best every time you write copies that you want your target market to read.
He said,
“Any reader of your ad is interested, or else he would not be a reader. You are dealing with someone willing to listen, [so] do your level best. That reader, if you lose him now, may never be again a reader.”
Encourage your readers to read deeper into your copies with the help of engaging stories!
While there are many methods to incorporate these anecdotes into your drafts, one of the things you always have to take note of is to have fun writing them!
As long as you’re enjoying whatever you’re doing and you’re creating copy that is entertaining, genuine, and relevant, you’re one step closer towards capturing your readers’ attention, keeping them interested in your content, and motivating them to take your brand’s CTA.
Give these storytelling tips a try and see how they’ll work to your brand’s advantage!
About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write a copy for any brand or for your company, your aim is to make an impact and…
…to get people to remember.
Getting people to remember means getting consumers to buy your product or to avail of your service.
And when you get your content to deliver the results you want, THAT is a great copy!
Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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