As a copywriter, I know how powerful storytelling can be.
I know that every word I write will have an impact on the level of success my client achieves. And that the right words in the right places can turn a struggling business into an overnight success.
I also know that by replacing a few words here and there that I can alter a message and the effect it has on my audience. This is the power of copywriting. This is the power of words.
You may not realise it but every day you are being manipulated by copywriters who know how to write stories that elicit a specific response.
You don’t buy a product or sign up for a service because you like it. You do it because your subconscious mind has been tricked into thinking you need it, without you even knowing it.
As a business owner, knowing that you can control how people think and react to your business is priceless.
It’s never about the product. It’s about the words used to sell the product.
Let me explain.
The psychology of storytelling
A couple of weeks ago, I was walking through the middle of the city when I was struck by the number of homeless people begging for help.
They all had signs that screamed the same, familiar message – Please Help Me!
There was a man playing the harmonica. A woman with a scruffy dog who had the saddest eyes I’ve ever seen. And a young man who was so desperate for help that he sat in the middle of the footpath hoping that rather than step over him, someone would offer him a hand.
Each of these people had a bucket in front of them with a few measly coins and the occasional note. There was barely enough money to buy a hot meal.
And then there was the young boy…
Well, at least I think it was a young boy. Actually, it was a vacant mat, a stained jumper, and a heartbreaking sign that read – “Please help me. I come from an abusive home and I have been forced onto the streets. I am 13 years old and I have nowhere else to go. Please help.”
The boy was nowhere in sight BUT his bucket was filled with enough notes and coins to buy food for a week. At first, the sadness of this scenario stopped me in my tracks, but then something struck me.
The power of the message.
As I said, there was no one around. How do we even know there was a young boy? There may have been. But it also could’ve been a professional scammer.
All I saw was a dirty jumper and a sign with carefully constructed lines of copy, designed not only to pull on our heartstrings but to yank our hearts right out of our chests.
And guess what? It worked! It achieved the desired outcome. Like good copywriting always does.
Why storytelling is the key to success
So why is storytelling so effective? Because it adds a human element. It touches our hearts and makes us feel something.
That’s what stories do.
They move us, make us feel alive, and inspire us in a way that numbers, data, and presentation slides simply can’t.
So the next time you’re looking for a way to engage your audience, try telling a story. Not a sterile, fact-based story about how your brand originated. An inspirational, honest story that knocks your audience off its feet.
Then sit back and watch what happens. I promise you’ll be pleasantly surprised by the impact this simple act has on your brand marketing strategy.
If you have a story to share but can’t find the right words, get in touch. I’ll help you build your brand and share your message with the world.