Were you a bookish kid?
I definitely was. In elementary school, I was the kid reading 2 grade levels above my class. Getting in trouble for reading during class? That was me too, even up through high school.
Eventually, this bookish behavior morphed into an obsession with musical theatre. (I was a copy-paste theatre kid in high school, just so you know the type.) I got the whole BFA and everything.
Getting back into reading as an adult was one of the best things I ever did. It just so happened to coincide with the start of my freelance copywriting career.
Basically, my life has always come back to the same thing: storytelling.
Whether that’s in a book, on a stage, or in someone’s website copy, storytelling is basically magic.
Humans love stories. We always have. The tradition of storytelling is one of the most human things about us. And as a marketer or business owner, you are seriously missing out if you’re not using storytelling in your copy.
By understanding the principles of storytelling, you can capture people’s attention, keep them engaged, and most importantly, inspire them to take action.
Storytelling in marketing and copywriting is never going to look like “once upon a time…” so you need to learn the principles in order to understand how they relate to copywriting.
Try some of these storytelling copywriting tactics to make more sales and get more engagement in your business.
1. “Hook” the reader in by opening a “storyloop”
If you’ve spent any time around social media marketers, you probably have heard of the term “hook,” as in “hook the reader in.”
But what does this even mean??
A hook in simple terms: you give people a reason to keep reading.
You do this by channeling one of the following tactics:
- Giving them a way to get a quick-win
- Showing them something they really want
- Teasing at a transformation
- Piquing their interest with something controversial
- Telling them how to solve a problem
Some marketers will use the term “storyloop” instead of “hook.”
I think storyloops are more fun and offer more guidance for capturing people’s attention. It’s more like starting a story, rather than relying on formulas to capture the reader’s attention.
Here are some examples so you get the idea of how this could be used in copywriting:
- I don’t want you to have to find out the hard way about tax write-offs like I did…
- Here’s the truth about finding a brand & web designer: a killer portfolio isn’t enough to ensure the success of your brand.
- In 6 months, here’s what your schedule will look like if you never have to touch your own admin:
- Here’s the one thing no wedding venue ever tells couples before they book their special day…
Do you see how each of these prompt the reader to keep reading? They spark curiosity and show some part of the client journey the reader can identify with.
The reason I love applying a storyloop lens to copywriting is because it allows you to get creative, while still putting yourself in the reader’s shoes. You can present a problem they are dealing with (too much admin work, not understanding taxes, worrying their brand won’t be successful) while positioning your offer as the climax of the story.
2. Use emotive language
The most engaging stories contain rich details and emotive word choices. You aren’t just reading a play-by-play of someone’s life, you’re getting a front row seat to the emotional journey they’re going on.
This is effective because people always make decisions using their emotions, they just use logic to back up their choices later. (No matter how “logical” they claim to be, everyone is just an emo at heart.)
Lean into descriptive or emotive language to “set the scene” if you will. Think about what each of their five senses are experiencing at different points in the customer journey. Tapping into the five senses can help paint a mental picture for your reader.
For example, you could say “Feel the stress melt away as the lavender-scented sleep mask blocks out any distracting lights, and let the soft pillowy texture lull you into a deep slumber.”
Engaging right? Much better than a court-transcript-type of description like “lavender sleep mask.”
3. Study storytelling tactics
World building is a tactic I’ve found really useful in both creative writing and copywriting, mainly because of this concept: only give the reader information as it becomes relevant.
Info-dumping is something commonly found in both badly written copy and fiction. As in, just telling the reader a bunch of information in one block.
Novice writers (including copywriters) may do this because, well, the information is important!
I’m sure it is, but there is a science to rolling out information in a strategic way so you don’t overwhelm the reader.
If an author does this in a book, the reader might zone out or skip a couple pages.
But if you do this in your copy, your leads will click off of your site altogether.
Foreshadowing is another idea that I’m sure you remember from your high school English class. The idea is you’re hinting at something important that’s going to happen in the future.
A great way to use foreshadowing in your copy is with your CTAs.
Your Call To Action (booking a call, downloading a free guide, joining your email list) should never be out of left field. It needs to be related to the copy you’ve been writing. If you can, show why this CTA is important before you even write about it.
One way I use foreshadowing in writing website copy is by always including a CTA button in the main menu. Usually this is at the top right-hand side of the page, and I keep it on every page you visit. This is the first CTA every site visitor will see, and even though I know they probably won’t follow through on this CTA button the first time they see it, I’m planting the idea in their head that this is the next step in their journey.
4. Understand the hero’s journey
One of the great things about storytelling is that you don’t have to reinvent the wheel. Good stories tend to take on similar structures, and by following these structures, you’ll be setting your writing up to be more compelling by default.
Think of how stories like Lord of the Rings, Harry Potter, and Star Wars structure their storytelling. The hero meets a wise guide that has connections to their past, who helps them go on a journey to defeat the bad guy and save the world.
StoryBrand does a great job of explaining how your brand needs to be positioned as the guide, not the hero. By positioning your brand as the Obi-Wan Kenobi to your audience’s Luke Skywalker, they become engaged because they get to save the day and get what they really want.
This kind of story is commonly known as the Hero’s Journey. Read about it, and you’ll probably start recognizing this framework in dozens of your favorite stories.
5. Call out sections for story copy
The last, and probably my favorite, storytelling tactic I like to use in copy is writing actual stories within the copy.
You can see an example of this on my about page, where I tell a story about the first time I realized the impact my words could have on people’s lives.
Including story copy could be a powerful way to make your copy more engaging. Here are some ideas that can help you identify a good story to tell:
- Write about an origin story or transformation you’ve had
- Write about something funny related to your business
- Include a testimonial story to describe the value of your services
If you’re not comfortable trying narrative-style copy yet, practice your storytelling skills by sending them out to your newsletter. It is the easiest way to become the favorite email your subscribers get each week.
What’s the best way to engage more storytelling in your copy?
You’re gonna love this: it’s consuming more stories.
My writing got sooo much better when I started reading more (and no, I’m not one of those people who’s going to tell you to only read Atlantic articles and nonfiction. Blegh.)
Although I love reading books, I think there are lots of different ways you can consume stories that will ultimately impact your writing. Watching TV, listening to podcasts, watching plays, Taylor Swift’s discography, even video games could have a good story behind them.
The important thing is to look at stories with a curiosity about what makes them engaging. By making your own takeaways and being a continuous learner, you can start translating what you’ve learned into all your copywriting.
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Check out my copywriting services: Just want someone to tell your stories for you? No problem. View my copywriting services to see what fits your business.
Coffee date discovery call: Ready to dive in and get done-for-you website or sales copy? Let’s have a virtual coffee chat to talk about growing your business through conversational copywriting.
Connect with me on social media if you want more conversational copywriting tips on your feed.
