Using Storytelling In Your Copy For More Resonance With Your Target Audience
Do you sometimes freeze up as you write sales copy?
Perhaps you find yourself writing a sales letter but do not know what to say or what not to say when it comes to selling something. Then you go online and see plenty of super salesy copy and wonder if your copy is also going to end up sounding “salesy” too.
If you see yourself in the situation, don’t worry because you are not alone! Many copywriters scare away their best clients and customers simply by sounding like snake oil salesmen in their copy.
The other option is that they pull back and fail to write copy that is compelling leaving no impression upon the reader whatsoever.
That’s all unnecessary. There’s a way to sell without sounding sleazy or like you’re overhyping something.
To do this, you don’t have to have a degree in English writing or journalism. You can easily create a message that resonates with your target audience if you use storytelling in your marketing message.
Storytelling will help you to create real connections with your audience, they will see themselves in your narrative and be far more likely to take the desired actions.
Why should we use storytelling in our copy?
Throughout history, humas have used storytelling to deliver important messages. It’s basically a part of our DNA at this point, and it’s evident in the way that people react emotionally to stories.
You probably already know that using emotion in your copy is one of the most powerful tactics you can use.
The best way to trigger deeper emotions and feelings in prospects is through stories.
Why?
In stories, we are put in a situation where we can identify with the problem faced by the character in the story. And by feeling our way into the situation emotions are easily provoked.
Even if we realize that a story is fiction, if it hooks us, our brains will respond as if it were a true moment in time.
Research by neuroscientist Paul J. Zak indicates that this phenomenon happens through the oxytocin release into the brain — which is also seen when people fall in love. Several research studies have noted that when oxytocin is synthesized in the brain, people are more trustworthy and charitable.
Does that sound like a good mindset to put your prospects in?
So, how can you incorporate storytelling into your sales copy?
Telling a prospect’s story is easy when you follow these three steps.
1. Begin at their current situation.
2. Detail what would happen if they stayed there.
3. Tell them what your solution can do for them.
This formula is called PAS, or Problem, Agitate, Solution. I use this formula for things like landing pages and sales pages, but you can also use it for social media, ads, blog posts, you name it!
Problem Agitate Solution (PAS)
The first step is to identify your target audience’s problem, letting them know that you understand the issues they face by being clear about why they should trust you.
If you are able to explain the problems of your audience better than they can to themselves, you will gain a massive amount of trust and authority with your audience.
Even if your audience doesn’t understand what the problem is yet, you can talk about the symptoms that are associated with the core problem that they are likely already aware of.
In this way, they come to the conclusion themselves that they have that problem. Through this, you are helping them realize a problem that they already have but weren’t aware of.
What you’re aiming to do is paint a vivid image picture so that prospects see themselves in the story you’re telling. The thing to be aware of is avoiding using generalities, being specific in your imagery is what makes the story compelling and convincing.
Ask yourself could this be a film scene?… Could this be a scene out of a movie? If it were a scene from a movie are there enough vivid details that could make up a compelling scene in a top Hollywood film?
So for example I’m writing some copy for a business helping freelancers with LinkedIn lead generation and I start off by painting the picture like this…
“Are you looking to generate more online sales leads?”
Is this a scene that you can picture in your mind… Could this be imagery from a film? Most definitely not.
So try something more like this:
“So lately you’ve been burned out from hours upon hours of scouring the Internet posting profiles on every freelancer site and you’re starting to get discouraged because it just seems like you’re spinning your wheels going nowhere.
Finally, you throw your hands in the air and say forget it I’m just going to go get a job… It’s just a little past 3 AM and you’re still frantically searching online to help you get a gig so you can pay your rent next month”
Say you’re helping people reduce fatigue and become more energetic.
What is an effective way to show them that you understand the problem, so they can recognize themselves in the scene from the movie?
The first thing you would probably do is put yourself in their shoes, revealing just what it feels like to feel extremely fatigued.
Probably end up saying something like…
“Your alarm clock goes off loudly while you snooze for the third time and finally drag yourself out of bed stumbling over to your coffee maker.
After drinking two gobs of coffee in the morning, you scrape the ice off your car window as you close the door and driving to the office.
Finally, there, you stare aimlessly at your computer screen, and you lose all track of who you are and where you are, let alone what you are supposed to be doing…writing emails or setting up appointments with prospects.”
So that’s a whole lot better, isn’t it?
It’s time to agitate the problem: This is a crucial step in the storytelling process because it lets your prospects see how grave the problem is and how bad it could get if they don’t do something about it. The key here is to paint the imagery as a film scene instead of just outright telling them what the solution is.
With the freelancer example, I could bring up freelancers who gave up on their dreams and went back to their 9-to-5 jobs.
The solution: This is the part of the film where Prospect actually becomes the superhero of the film, transforming from a weak and pathetic situation to an empowered strong character due to your brand and product.
Make the prospect the hero, not the product.
Many copywriters make the mistake of assuming their product or brand is the hero instead of the prospect.
People want to see themselves as a person who can overcome their issues and become successful in their endeavors, and you’re painting this idealized image of themselves as a person who can overcome their problems.
This is crucial because people want to hear stories about themselves and their problems, not about you and your product. In the end, they do not really care about the product, they just want to overcome their problems, so if you focus your story around them, they will write themselves into your narrative and be more likely to buy your product.
For example, if your story mimicked the Lord of the Rings… Your client would be Frodo, you would be Gandolf, there to help them solve their problems and achieve their dreams. You would get your prospect to see their ideal vision from behind their own eyes.
There will come a point where your readers will ask the question: Who are you and why should I listen to you? So, obviously, you’re going to have to explain to them why you’re qualified to give them advice, but now is not the time for that, that comes later after they see themselves in your story.
Once they trust you, and it is time to let them know who you are, you’ll use storytelling once again to earn their trust.
Likewise, just as you would use details in a film scene to tell your Prospect’s story, you need to engage your audience by giving them captivating information that explains why you’re the best choice. Though listing your credentials, certifications, and case studies might seem impressive, the real question is why all that matters to THEM?
The best way to approach it is to focus on your “why”.
Why are you telling him this? Why would you want to help and serve them? What specific demographic and person do you wish to serve, and what is really the nature of your business?
Here you need to dig deep and ask yourself why you choose to serve a particular market?
Perhaps you haven’t spent a whole lot of time analyzing or thinking about this topic before writing sales copy. However, by doing this exercise you will come away with a very crystal clear understanding as to why you are in business and who you are helping so that your message will be a lot more authentic and relatable to your target clients.
Long gone will be the days of trying to “manufacture” a message that would get people to buy at any price. You now have a clear narrative and compelling story that will resonate with your ideal prospects.
So do you think you’re ready to start adding storytelling to your copy?
If you’re of the school of thought that copies about the science and less about creativity or are then you both suggestions may seem a little strange to you in the beginning. The truth is you could approach or copywriting as a science and also a creative practice at the same time.
The use of psychological tactics in sales copy is very effective, and you should utilize them along with data to make your point.
It is important to keep in mind that you are talking to another person on the other side of the sales message. That’s why storytelling is one of the best and most enjoyable ways to write because it gets better results as well. The reason is that it gives people an emotional connection they cannot get with facts and figures.
So here’s a challenge to you: Take a few moments and ponder your client’s problem, then write a few sentences that tell a movie with words about the problem and put yourself in your client’s shoes.
Best of luck!
