Powerful Storytelling Techniques for Copywriters

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Copywriters are the craftsmen that sculpt magic
out of words! Storytelling is the art of weaving
words that convey both information as well as
emotion. Now, there are a ton of copywriting tips
on the internet but at a fundamental level, a
successful content creator is someone who
directly connects with readers, simultaneously
weaving a gripping tale. The ability to take a
business, service or product and then convert it
into a powerful brand story takes practice, but
it isn't rocket science. Storytelling is the
easiest way to hook readers because our brains
are hardwired to learn from stories and
anecdotes. A good story creates a lasting
emotional imprint. So, that begs the question,
how do you create a powerful, informative,
emotionally gripping piece of content? Here are
our favourite tips for improving your
storytelling technique.
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Start With The Heart
Before writing a story, ask yourself why would
people care about this topic or issue?. As you
already know, storytelling is not just about
providing information. A good story comprises
elements such as characters, details and sensory
details. Most importantly, a story contains a
human drive - to achieve more, to feel valued, to
work for a special cause. Even if you do not
particularly care about the topic you are
discussing, you can tap into your own basic
motivations to create a feeling of being driven
by a deeper personal cause, regardless of the
topic itself. This is because a story that comes
from experience and imagination will draw readers
and capture their attention in a unique way.
Writing a good story is not just about using big
words but gaining good faith with the reader and
connecting to something deeper within their
hearts and minds.
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Plot Your Story
Once you know what drives your story and hooks
your readers, it's time to plot out a journey for
the reader to follow. Storytelling is a primal
method of communication. Novelists often enhance
the power of storytelling by plotting the story
arc or journey. Even if you aren't writing a
novel, you could apply the same principle to
successfully draw readers into your narrative.
Make it a first step to hash out what you
actually want to convey through your story How
do you want the readers to think about your
subject/issue? How do you want them to feel
after they finish reading? What are the key
takeaways you want to impart?
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Convey the Raw Truth
Novice writers often resort to the use of jargon,
flamboyant language and opinions that they think
the readers will want to read. Keep your story
real because without an authentic voice your
readers will have a hard time trusting you. Your
truth may not be the only truth but if your
readers believe that you are writing from the
heart, they will have an easier time believing
you - regardless of whether they actually agree
with you or not!
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Remember those bedtime stories that you heard
from your grandmother when you were little?
Remember a story you read somewhere that touched
your heart? Ask yourself this
What really made those stories so remarkable?
Which parts really tapped into your personal
emotions? What made the story so relevant and
relatable?
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The answer to all three of those questions is
Authenticity. For a second you were able to
glimpse the inner world of another - feel empathy
for the characters in those stories. Thats the
essence of powerful storytelling. Thats the
reason why storytelling is not something that one
can master by attending a writing workshop -
because honest personal stories come from the
heart - not something that can be neatly packaged
into a lecture!
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Consistent Brand Message
So, youve uncovered why readers should care
about your story, youve plotted it out
carefully, maybe youve even mastered the art of
letting your truth shine through your words.
Lets go off on a tangent here. No matter how
authentic your story is, you won't be able to use
the story to sell to your readers unless you
have a clear brand message.
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Even if you manage to change your readers minds
on a particular issue, you don't want to leave
relevant questions unanswered. Satisfy your
readers curiosity by delivering information that
you have promised - through your headline, your
hook or your introduction. When you have a clear,
consistent message about what you want them to do
( e.g. read this book to change the way you think
about food, buy this product to increase your
sales), readers find it easier to navigate your
brand. At the end of the day, you want to balance
your story telling with a clear, practical brand
message or call-to-action - especially if you
want your literature to translate into sales.
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