Why Storytelling is a Game-changer in Copywriting
I can list all the reasons why it’s important to exercise. I can give you facts and data. But what if I shared that the only reason I started lifting weights at age 30 was to be able to train in martial arts. And that after 3 months of training in Brazilian Jiu Jitsu (BJJ) I had to take time off to heal an injury and have the physical strength to endure such an intense combat sport. Six months into weight training, and incorporating it into my daily life, I was able to go back to training in BJJ with more ability and protection against injuries. It’s been two years and I’ve also incorporated Judo and Muay Thai into my training and never skip my weightlifting days either. Both weight training and martial arts have decreased my anxiety and established more inner peace and emotional well-being in my life. Not to mention the physical benefits of increased muscle mass, more energy, and more ability! What’s more exciting to listen to? Facts or stories?
Audience engagement & connection
You may not remember data I list about the benefits of exercise. But you may remember that it established more inner peace in my life. Stories are human. Stories keep people listening. Wanting more. They want to know what’s going to happen next. This is how people connect to you and keep coming back for more. This is how you keep them hooked.
2. Simplifies complex ideas
One of my clients helps people get rid of knee pain from injuries like patellar tendonitis. But when I write her emails, I share her story. How she transformed her knee from the weakest point in her body to one of the strongest. How she felt a burning sensation in her knees chronically while injured. How defeated she felt when it took MONTHS of doing redundant exercises and didn’t see results. And what an honor she feels now to help so many people going through the same. exact. thing.
Injuries are complicated. The human body is complex. And healing an injury you can’t see can be very tricky. But sharing stories about feelings—how the pain felt physically and emotionally and how it feels to be out of pain after injury—people will understand and remember.
3. Creates unique brand voice
The more stories you share in your brand voice and tone, the more memorable you’ll become. People will start to hear your voice in their heads when they think of anything related to your brand. This is what you want. In fact, 92% of people say they want to see more storytelling in ads. Keep sharing your story.
4. Memorability and virality
Why is gossip so popular? It’s people telling stories about other people. Good branding is like sharing good gossip. People want to share it with others! This creates the memorability AND virality effect. The more people share your story the higher the chance of your brand going “viral.”
5. Higher conversions
Who do you like doing business with? Think about your favorite brands. People you buy from are most probably all people you like. People who share their story with you in a way that relates to you. That makes you feel like you’re a part of their life. Like you’re in their inner circle. This is what drives conversions by up to 30%, according to Search Engine Watch, and makes people 55% more likely to buy from you.
Not everyone is a natural storyteller, though. I understand. But if you need this game-changing effect in your branding and copywriting, reach out to me for a complimentary call to discuss your goals.