Stories are a powerful copywriting tactic.
You can use stories to …
- inspire; and
- persuade …
… your target market.
This isn’t some sort of pop-psychology hack, either.
The latent power of stories is not only proven in their ubiquitous existence in every culture throughout history. There are scientific benefits to storytelling and a truckload of anecdotal evidence. For example, Buffer increased their reader engagement 300% when they incorporated storytelling into their content.
When telling a story to promote your business, people don’t want to hear about your company. Instead, they want you to relate with them in their own words.
To connect with people in such a way, you must know their problems, understand their fears, and show them how your business can empower them to fulfill their aspirations.
There’s no perfect example you should emulate.
There are multiple ways you can use storytelling in your copywriting to connect with your prospects. Here are 10 angles or ideas you might take:
- Conflict and resolution
- Influence of a parent, friend, pastor, or mentor
- A meaningful conversation
- Life and ministry experience
- Overcoming a challenge
- Personal renewal (think of movies like It’s a Wonderful Life or Family Man)
- A tragic event
- An adventure in search of something
- Something funny
- A new project or venture
Regardless of the angle you take, good copywriting begins with a customer in conflict—not your business, product or service, or features.
As a copywriter, you must place yourself in the shoes of your target audience, identify with their problem, and amplify their internal conflict so that their life becomes unbearable without the resolution you have to offer (think “Problem-Agitate-Solve”).
If you want to connect with customers and grow your business, fight the temptation to tell them about yourself. Instead, swim within the current of their life by guiding them to the successful destination they have in mind. Show them how your product or service will help them reach their goals.
Matthew Kaboomis Loomis says
Whenever I think of the PAS formula, your face comes to mind. Thanks for drilling it into me oh so long ago.
Your daughter is funny, btw.
Hey, I just had this idea…you should get a few copywriter tattoos. You could have PAS on your right bicep.
Demian Farnworth says
As it should be, champ.
Corey Pemberton says
Nice article, Demian. I like the point about agitating the reader’s problem before you reveal the solution. I know I’ve made the mistake of skipping that step in the past. Agitating the problem is huge, especially for those nagging, somewhat frustrating problems that take a little nudge to convince people they should fix them right away.