Storytelling to Win Customers
Storytelling is perhaps the most powerful tool persuasive copywriters use to win audiences. After all, people love hearing stories, and they easily get carried away by the tales told to them.
While it remains the top choice for marketers, storytelling has its own flaws and loopholes. As a persuasive copywriter, it is your responsibility to know the ins and outs storytelling and use them to your advantage.
It is safe to assume that not all tales appeal to different audiences, but by knowing how to craft a compelling piece increases your chances in gaining the biggest share of your target listeners -and even convert them into loyal customers.
The question is, how do you do that? Here are some tips you may find handy:
- Determine your buyer persona first.
You cannot just write a story and share it to anyone and everyone you meet, right? Not all of them would read or listen to you, and the same applies in copywriting. Hence, before you start writing, you have to get to know your audience first.
What do they look like? What do they do? What kind environment do they come from? What are their goals and pains in life? Most of all, what makes them spend money?
The answers to these questions are essential because they set the backdrop of your story. You make your narrative relatable. Your audience has to see, feel, and embrace the elements of your story to the point that they get carried away.
By knowing your buyer persona, you also determine the choice of topics to use in your story. It becomes easier for you to choose a plot that relates most to your audience, and take it from there.
- Highlight the ideals and pains.
Marketers tell tales not exactly to sell a product. Rather, they use stories to put their audience under an environment that they control. They then have the upper hand to make their readers happy, sad, angry, depressed, etc.
To control your audience’s emotions is something you should learn in order to persuade them into following your call-to-action. When telling a story, you do more than lay down the details, but you highlight their ideals and pains based on what you want your audience to feel.
You may want to ignite their passion and optimism to encourage them to buy, or put them in a depressing situation and make them see that the only way out is through the item you are selling.
Knowing which path to take all boils down to the type of audience you are speaking with.
- Write a clear narrative.
Every story has characters and settings. It has an introduction, a climax, and a conclusion. It is therefore important that you lay all these elements down on your copy, so your readers are clear as to what you are telling them.
You have to set the direction as to where you want your readers to go, and that’s towards your call-to-action.
Keep in mind that even if you write in long form, you only have so much space to capture your audience’s attention, keep them contained in your story, and convince them that it’s time to change the course of things via the product or offer that you are promoting.
Hence, you have to be clear with your story’s elements. If your reader gets lost in the plot, or becomes confused with the characters and settings, they will start doubting your authenticity. They will hesitate to believe you, and ultimately lose interest in your call-to-action.
With a clear narrative, you build a relationship with your reader. You generate trust. You lead them into saying yes to your offer even before they finish your tale.