If you’re here…
Then there’s a good chance you came from my email about how Taylor Swift’s cult-like following comes from her stories.
If you have no idea what I’m talking about – then you probably didn’t come from my email! But that one has ~everything~ to do with this blog post (hence the title re: making Taylor Swift proud). I don’t want you to miss out.
So click here to read that email. <3
And once you read it – you’ll totally understand why I’m talking about using storytelling in copywriting that would make T-Swift proud.
Even if you don’t read it – using storytelling tactics in your marketing and copywriting is one of the ~best~ things you can do to grow an engaged community around your brand!
So lemme dive into more about that – and how to do it. Keep reading!
What is Storytelling in Copywriting and Marketing?
Honestly, it’s exactly what it sounds like!
It’s the art of crafting stories and combining that with the science and psychology of marketing and copywriting.
The end result? Powerful copywriting that hooks your unicorn clients and keeps them binging any kind of content you create!
What Are the Benefits of Storytelling in Marketing and Copywriting?
So what makes storytelling so powerful? These kinds of benefits:
- Using stories makes your brand more relatable.
- Stories typically use emotion to connect. And people buy with emotions, first. Here’s how you can use stories to get your unicorn clients to binge your content and copy.
- They build connections with your clients (because…hello! You’re more relatable, now!)
- Weaving stories into your copy helps your unicorn clients remember your brand. There’s a reason why ancient civilizations used storytelling to teach their children lessons. They were more memorable! Jerome Bruner, a cognitive psychologist, claims people are 22 times more likely to remember a message when it’s wrapped up in a story.
- Using stories gets your brand standing out from your competition. Why? Because your competition may not be using stories! So get in there and wow your ideal audience with your sweet storytellin’ skills.
- Adding stories helps your clients visualize themselves working with you.
3 Types of Stories to Use in Copywriting (That Would Make T-Swift Proud):
Saying “use storytelling!” in your copywriting is one thing… but, how do you actually use it? What does that look like?
If you need to see an example, well you’re my type of person. I always have to have an example, too! I need to see it.
So, lemme share with you 3 types of stories to add to your copywriting and marketing:
1. The Brand Story
You know how effective word-of-mouth marketing is? As in, if a friend tells another friend, “YES, this wedding photographer is perfect. I would trust her to capture our wedding day a thousand times over!”
And suddenly…that friend is now booking the very same wedding photographer.
That word-of-mouth marketing is every business’s dream because friends already know, like, and trust each other. So if Friend A is recommending a wedding photographer (or any other business) to Friend B… well, Friend B already feels a connection to that wedding photographer.
Because if Friend A loved them? Then, so will Friend B (most likely).
That’s all to say – having a connection with a potential client is the best way to make them want to email you with an inquiry.
Your brand story is like a shortcut to building connections with those potential clients – even if they don’t have friends recommending you (yet).
Sharing your brand story on your website (or IG, emails, or blogs) instantly creates a connection. Suddenly, your potential client feels like they know you a little better.
And if they know you… then they feel more comfortable working with you!
Btw – if you’re looking for help in writing your brand story so it packs a personality-filled punch, I’m your gal! And it’s included in my Copy Cove Week projects!
How to Use This Storytelling Tactic in Your Copywriting:
When you create your brand story, you have to remember that it’s not all about you. (Oops, sorry – forgot to give a warning about the tough love!)
So even though you’re writing about your brand, put yourself in the shoes of your ideal client. What are they facing right now that might relate to how you started your business? Or why you started your business.
For example, I crafted a brand story for a wedding planner who started her business because she remembered how difficult it was to plan her own wedding:
Another example? Here’s a snippet of a brand story I crafted for a family photographer:
2. The Classic Hero’s Journey Story
Everyone loves a classic, right? I mean… they’re classic for a reason.
And if you’re like me and love to read – then you’re probably familiar with the classic hero story (even if you don’t know it, yet).
There are so many books and movies out there that use this. Why? Because it freaking works.
Basically, it follows a formula that goes:
The Departure: the hero starts an adventure!
The Initiation: the hero steps into an unknown world. They meet a guide or mentor to walk them through. They also face challenges along the way.
The Return: the hero returns to their ordinary life victorious because they overcame all of those challenges they faced! Yay!
Still having trouble imagining what that looks like? Think of a classic like Lord of the Rings, where Frodo starts his adventure, is facing an unknown world outside of the Shire, has Gandalf as his guide along the way, and ultimately throws the ring into Mt. Doom in Mordor. YAAAY, WINNER!
Harry Potter (duh, my fave!) also uses the hero’s journey formula. There’s little Harry, being told he’s a wizard (and a thumpin’ good one – once he’s been trained up a bit).
He goes off to Hogwarts (his adventure into an unknown world). He finds out about Voldemort (the main problem). He meets Dumbledore, who acts as his guide. Then, by book 7, he defeats Voldemort and the Wizarding World goes back to life as normal.
YAAAY, ANOTHER WINNER!
How to Use This Type of Storytelling Tactic in Copywriting:
The hero’s journey is one of the greatest storytelling tactics you can use in any of your marketing because it’s so immersive for your reader.
But the key with copywriting is to make sure your unicorn client knows they are the hero.
Your brand is the guide.
So in the case of Harry Potter: Your unicorn client is Harry – the chosen one. Your brand is Dumbledore.
Your service is the key they need to overcome the challenges they’re facing!
3. The Future Pacing Story
If you’ve been around for a hot minute, then you may know that the future pacing story is my faaavorrrite!
I don’t know why I love this one so much. But I, for sure, do.
Remember back when I was talking about the benefits of using storytelling in marketing? I mentioned that stories can help your dream clients visualize working with you.
This is the kind of story you want to use for that.
It’s like creating a story that has your potential client looking into the future at themselves after they’ve worked with you.
How to Use This Type of Storytelling Tactic in Copywriting:
This kind of storytelling gives you plenty of space to get creative. Be sure to paint the picture of what life looks like in the future for your unicorn client!
If you’re focusing on their life after they’ve had your service describe what that looks like.
The key here is to make sure it feels like it’s the present. Like it’s happening right now.
So, set the tone by mentioning how far into the future they are (1 week, 5 months, 2 years?). Then, write as though it’s happening in real-time. Here’s an example:
“You’re sitting on the couch with your two kids and your husband while Home Alone is playing in the background. The Christmas tree is lit up, and snow is falling silently outside.
And as your kids reach for the album on the coffee table, you just can’t believe they’re already grown. 15 and 17!? Where has the time gone?
They flip open the first pages of the album.
And there they are. The kids you know. The tiny fingers from when they were first born.
The ruddy cheeks as they play outside. Looking at these gorgeous photos, you can practically hear their little laughs as they run around outside.
For a split second, as you’re soaking up yet another precious moment together as a family, you send a silent thank you to your photographer all those years ago. The one who captured these memories, froze them in time, so you could have moments exactly like this.”
Storytelling in copywriting is one of the most effective ways to reel your dream clients in and keep them binging your content and copy. The more they do that? The more they’re going to know, like, and trust your brand.
Enter – an obsessive, cult-like following (like T-Swift, herself)!
Wanna create that for your business? I can help you write those stories that have your unicorn clients running to your inbox!