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.
Storytelling is a great way to connect with your audience. Professional speakers use it all the time, but it works just as well online. Take a look at five ways you can start to tell stories that will help you get closer to your readers, build a relationship with them and earn their trust.
On Your Blog
One of the easiest ways to get started is on your blog. Don't be afraid to get a little personal. Share what's going on in your life, or write stories from days gone by as they apply to your niche and your content.
- Why did I start my business? Share the story of how you wanted to be paid for your natural strengths like listening or planning.
- What unique office or service can I offer? She the story of your passion for helping others?
For example, if your brand and your online business are about personal finance and reducing consumer debt, share how you were able to pay off $15,000 in credit card debt in under two years. Talk about the sacrifices you and your family made or how it has made your life easier today .
- What interesting discovery did you make about yourself?
- What made you want to close your business, and you had to struggle to know the next step?.
Via Social Media
Social media is another great place for storytelling. Get social, be personal and don't be afraid to share what's going on with you and your life.When I started this blog over ten years ago, all article were business oriented. Today, you don't have to mind those rules. Personalization is practically required for you to stand out, stand up, be seen and flourish.
Going back to our previous example, you could post how much fun your family is having at a free concert in a local park. The tool here is to ASK...either ask your followers to share their best free entertainment tips or point them to a resource on your site where you share your top 5 tips to do on the weekend without spending a dime. The pint is ask for a response of some kind.
In Your Email Messages
Start with your core message and your CTA (Call to action) for your email. Then come up with a story you can tell them that goes along with the action you want your readers to take.
- Do you want them to click through to content on your website?
- Are you making them an offer for a new video course?
- Use the story to get them interested in the topic or show them how learning what you're teaching in your class can either help them or hurt them (if they don't know what's in the course).
- You can also use storytelling in an email to open a dialog with your audience. Open up and get a little personal and they will follow suit. It's a great way to get to know your target audience better.
On Your Sales Pages
Stories are a great way to hook your readers and get them to read about the product you have to offer. Turn to storytelling to come up with a strong headline and intro for your sales pages and sales videos.
In Your Products
Last but not least, let's talk about using storytelling in your digital products. It doesn't matter if you're writing eBooks, creating coaching programs, or recording video courses, stories are a great way to illustrate your point. They make it easier for your students, clients, and customers to understand concepts and make them more memorable.