Storytelling Copywriting for Creative Engagement
How Storytelling Copywriting Can Help Your Brand Stand Out
What is storytelling copywriting?
Storytelling copywriting is a business strategy first imagined by Donald Miller in his book Building a Story Brand. In this book, he gives many tips on how brands have used a story to hook their audience authentically. One type of brand storytelling copywriting example that comes from this is the use of brand testimonials. Your audience is now the best source of marketing materials, in addition to your origin story and a compelling narrative around your 'Why' for building your brand.
I cover these things, and I give many other tips below.
How to use Storytelling Techniques in Copywriting
Stories make us feel.
Stories connect and persuade us.
Stories make us human.
Stories are used in games.
Stories help your business succeed.
Persuasive Storytelling Impacts an Audience
Personal Stories keep a reader's attention
Research shows that storytelling in copywriting is effective. See examples below.
One study found that consumers exposed to a brand's story described the brand in more positive terms and were willing to pay more for the product compared to those not exposed to the story.
National Geographic's use of storytelling on social media, combining captivating visuals with compelling narratives, keeps audiences engaged and coming back for more content.
Storytelling copywriting helps brands connect with customers on an emotional level, going beyond just providing information. This emotional resonance makes marketing messages more memorable and impactful.
Storytelling can boost conversion rates by 30%, showing its effectiveness in turning leads into customers.
81% of consumers say they need to trust the brand they buy.
Storytelling copywriting has been shown to do these things and more.
Storytelling is one of the most powerful tools in a copywriter's arsenal. As a storytelling copywriter, you have the unique ability to present ideas from a fresh, abstract perspective. This approach allows you to make sense of complex concepts while infusing them with your personal touch. One effective technique is to frame situations by highlighting what's missing, and drawing attention to unmet needs or unexplored possibilities.
What does neuroscience say about storytelling for copywriting?
when people encounter a compelling story their neural activity increases 5 fold.
Research has found that compelling stories trigger the release of oxytocin, often called the "bonding hormone.
Storytelling can make big complex ideas more understandable.
Storytelling is an art form that has been with us since we lived in caves. Now with the advent of technology, it has become easier to tell stories in more creative ways.
Framing refers to the way you present information or a story to influence how it's perceived. It's about choosing which aspects to emphasize and how to structure the narrative. In copywriting, framing helps guide the reader's focus and can shape their emotional response. It can make the difference between a message that resonates and one that falls flat.
Types of frames:
Problem-solution frame: Highlight a problem, then present your product/service as the solution.
Before-after frame: Show the transformation your offering can provide.
Scarcity frame: Emphasize limited availability to create urgency.
Opportunity frame: Present your offering as a unique chance for gain or improvement.
“Storytelling is the most powerful way to put ideas into the world.” – Robert McKee
Are copywriters storytellers?
Yes!
When marketing your business using a copywriter to help with brand story copywriting through web copy, landing pages, blog, and email copy will all fit into your brand stories. Copywriters are storytellers because we understand persuasive storytelling impacts all the dots of your brand. A writer will hone your brand story and connect the consumer to your brand.
How are people hooked on your copy?
Think of your copy as a story.
To keep people hooked, keep a sense of progression in your copy.
What are the things that make people want to know what comes next?
Is it curiosity, suspense, or tension?
There are several tools you can use in your storytelling copywriting.
Content libraries and story banks are essential tools for copywriters and marketers. A content library is a comprehensive repository that houses various types of content assets, including articles, images, videos, and other media. It is a centralized resource for teams to access and repurpose content across different channels and campaigns. On the other hand, a story bank is more focused, specifically collecting and organizing narrative elements, anecdotes, and compelling stories that can be woven into marketing materials to enhance engagement and emotional connection with the audience.
Swipe files and brand guidelines also play crucial roles in a copywriter's toolkit. Swipe files, which originated as physical collections of effective advertising and sales letters, have evolved into digital repositories of inspirational content. These files are a source of ideas and successful examples that copywriters can reference and adapt. Brand guidelines, while not directly related to storytelling, ensure consistency in messaging, tone, and visual presentation across all brand communications. They provide a framework that helps maintain a cohesive brand identity, is essential for effective storytelling and overall marketing efforts.
Similar to a storytelling bank, but focused specifically on in-depth customer success stories.
Each tool serves a unique purpose in the copywriter's toolkit, with the storytelling bank specifically focused on providing readily accessible narrative elements to enhance engagement across various marketing materials.
Learn the Theory of Mind
Theory of mind refers to the ability to attribute mental states — beliefs, intents, desires, emotions, knowledge, etc. — to oneself and others, and to understand that others have beliefs, desires, intentions, and perspectives that are different from one's own. It's essentially the capacity to put yourself in someone else's shoes and understand their point of view.
In story-based copywriting your target customer is always the protagonist
What about all the stories of the storytellers? I'm sorry. No one is involved in this. There is nothing for you. You have to target the right customers. Essentially, you play an important part in a customer story. So the key to understanding your target market is to know the target. But that doesn't mean just defining demographic facts. How does a person view herself? Tell me the feeling people want. How many times did the driver play the same song while driving? That's a good point.
You should ask …
How does a person view themselves?
How many times did the driver play the same song while driving?
What do they do in their spare time?
A protagonist in a story must be someone we relate to
Stanton realized this and went back to the drawing boards (literally) creating a new Woody character: the new and better-like Woody. When Buzz Lightyear appears and threatens to detach himself from his role there will be much easier chances of Woody winning back Andy. Is it really important that companies are portrayed as good people, so their audiences can support their success or not? No. In the world of copywriting, there has always been an identity built: the client.
Compelling web copy is an underrated copywriting skill. Your audience will love your content. Copywriting and storytelling for business are nearly the same.
Here is an example of what using Theory of Mind in copywriting would look like.
Imagine you're writing copy for a new time-management app aimed at busy professionals. Using theory of mind, you might craft your message like this:
Are you constantly racing against the clock?
You start each day with the best intentions, armed with a to-do list a mile long. But by lunchtime, you're drowning in emails, your schedule is in chaos, and that important project? It's still waiting for your attention.
You've tried other time-management tools, but they just added another layer of complexity to your already overwhelming day. What you need isn't another app to manage – it's a smart assistant that thinks like you do.
Introducing TimeWise: Your Personal Time Architect
TimeWise doesn't just track your tasks – it understands your workflow. It learns from your habits, anticipates your needs, and gently guides you towards peak productivity. No more feeling guilty about missed deadlines or forgotten tasks.
With TimeWise, you'll:
- Effortlessly prioritize your day (like that mental list you make over your morning coffee, but better)
- Seamlessly integrate with your existing tools (because the last thing you need is another login to remember)
- Reclaim hours of your day (imagine leaving the office on time, every time)
Try TimeWise free for 30 days. You deserve to be the master of your time, not its servant.
This copy demonstrates the theory of mind by:
1. Anticipating the reader's daily struggles and frustrations
2. Acknowledging past experiences with similar tools
3. Presenting the product as a solution that thinks and works like the reader
4. Addressing potential objections (complexity, integration issues)
5. Painting a picture of the desired outcome (leaving work on time)
By putting ourselves in the reader's shoes, we create copy that resonates on a deeper level and feels personalized to their experience.
A few storytelling techniques I like to employ
Cliffhanger
Create Foreshadowing
Setting
Symbolism
Include Big Surprises
Metaphor
Satire, or parody
Some storytelling formats to try in your next piece of copy.
Here's a more concise version of the key storytelling formats and techniques used in copywriting, using bullet points where appropriate:
• Hero's Journey: Customer as hero, overcoming challenges with your product's help
• Before-After-Bridge (BAB):
- Before: Customer's initial situation
- After: Improved situation
- Bridge: How your product enables the transformation
• Problem-Agitate-Solve (PAS):
- Identify a problem
- Highlight its negative impacts
- Present your product as the solution
• Future Pacing: Help readers imagine their ideal future with your product
• Pixar Story Outline: Simplified structure adaptable for copywriting
• Three-Act Structure:
1. Setup (introduce problem)
2. Confrontation (explore challenges and solutions)
3. Resolution (your product as the answer)
• Customer Success Stories: Real experiences showcasing product benefits
• Chronological Storytelling: Narrate brand story or customer journey
• Metaphorical/Analogous Stories: Use relatable comparisons for complex concepts
Choose a format that best fits your brand, product, and target audience to create an engaging, relatable, and persuasive copy.
Always create an emotional tone. The emotional aspect of storytelling in
The story is emotionally charged. Suppose it. We had our earliest people in a fireplace together. He tells us his story in which he fought lions and escaped monsters. Everyone's faces look the same - it's important for stories to include feelings and emotions. Emotional responses affect a large proportion of the brain, including the frontal cortex. These areas have to do with emotion, language skills, and problem-solving.
Website building with Showit - a service I also offer.
Practical applications of storytelling copywriting?
Storytelling techniques can be effectively applied across various copywriting formats:
A. Web Copy: Use narrative elements to engage visitors and guide them through your site. Create a compelling "About Us" page that tells your brand's story.
B. Email Marketing: Craft subject lines and content that tell a story across a series of emails, keeping subscribers engaged and eager for the next installment.
C. Social Media Content: Share bite-sized stories or use platforms like Instagram Stories for episodic content. Encourage user-generated stories related to your brand.
D. Brand Storytelling: Develop an overarching narrative for your brand that resonates with your target audience and infuse it consistently across all marketing materials.
Remember, the key is to adapt your storytelling approach to fit the medium while maintaining a consistent brand voice and message.
Frequently Asked Questions
What is storytelling copywriting?
Storytelling copywriting is a technique that uses narrative elements to create engaging and persuasive marketing content. It helps brands connect with their audience on an emotional level, making their message more memorable and impactful.
Why is storytelling important in marketing?
Storytelling is crucial in marketing because it:
- Makes your brand more relatable and authentic
- Helps convey complex messages in an easy-to-understand format
- Creates emotional connections with your audience
- Increases engagement and memorability of your content
How can I incorporate storytelling into my copywriting?
You can incorporate storytelling into your copywriting by:
- Using the classic hero formula
- Making your story relatable to your audience
- Creating an emotional tone
- Using techniques like tension, suspense, and humor
- Humanizing characters in your story
Do I need to be a professional writer to use storytelling in my marketing?
While professional writing skills can be beneficial, anyone can learn to use storytelling techniques in their marketing. The key is to understand your audience, focus on authenticity, and practice crafting compelling narratives.
How can I make my brand story more authentic?
To make your brand story more authentic:
- Focus on real experiences and challenges
- Be transparent about your journey, including setbacks
- Highlight your company's values and mission
- Use customer testimonials as part of your storytelling
Can storytelling be used in all types of copywriting?
Yes, storytelling can be adapted for various types of copywriting, including web copy, email marketing, social media posts, and even product descriptions. The key is to tailor the story format to the medium and audience.
How do I know if my storytelling is effective?
You can gauge the effectiveness of your storytelling by:
- Monitoring engagement metrics (likes, shares, comments)
- Tracking conversion rates
- Collecting customer feedback
- Analyzing how well your audience remembers and relates to your message
Storytelling in copywriting is a powerful tool that can transform your brand's connection with its audience. By weaving narratives into your marketing, you create emotional resonance, build trust, and make your message unforgettable. Whether you're using the Hero's Journey, Problem-Agitate-Solve, or other techniques, remember that your customers are the heroes, and your brand is their trusted guide.
As you craft your copy, draw from your storytelling bank, employ empathy, and create authentic, engaging narratives. Experiment with different formats across various platforms, always keeping your audience's needs in focus. With practice, you'll develop a unique storytelling style that sets your brand apart.
In copywriting, you're not just selling a product – you're inviting your audience into a meaningful story. So start crafting narratives that will make your brand unforgettable. Your audience is waiting for a story they can believe in – make it yours.