In copywriting, you know it is important to grab your reader's attention. What better way to do that than with a good story? But the process doesn't stop there. Good storytelling can not only get your prospect's attention; it can move them, compel them and leave them ready to buy, but only if done right.
Your story has to support your end goal.
- What are you trying to sell?
- What is your story's goal?
- Do you want the readers to buy a product, sign up for a service, or become a coaching client?
- Make sure that whatever the sales are, the story is relevant and illustrates how the purchase will benefit the reader.
You'll only close the deal when there's a natural progressing from the first headline to the final call to action. If the story doesn't support the product, you'll grab the readers' attention and entertain them, but you're not generating customers. Fcus on copywriting as if you were sharing concepts or suggestions like this
- What is the problem
- How easy is this solution?
- Which action is needed to learn or do the action?
- Why this is the best action?
- What your customer gains from this solution?
Your copywriting focuses the story in steps, like flowing from the bottom step, and up to the top, where they see the big picture or goal. Help readers follow you through the narrative. You don't want to risk losing readers along the way.
- Write your copy, then do something else for a while.
- Come back and read it out aloud.
- Are you able to tell if it flows well and makes sense.
- Will the reader like what happened in the sequence of events?
At the same time, it's important to keep the story to the point. It's easy to go into "storytelling mode" and go on and on about a point. As you edit, pay attention to areas where you repeat yourself. Do you need three examples to illustrate one point? Pick the strongest one and ditch the other two
There's a fine line between too much information and so little that you lose your reader along the way or force him to jump to conclusions. Editing your story will help you refine it, until it fits the purpose of the copy perfectly. Go through it line by line and ask yourself
Does this contributes to the overall storyline?
Does this move things forward?
Is the story too shallow, too much fluff and filler?
Throughout the writing and editing process keep your end goal front and center. By paying attention at all times to what you're selling in the end, you'll spin a tale that is sure to lead the reader in a straight line to the order button.