What story is your business telling? People are enamored with storytelling. It’s the reason housewives are obsessed with Soaps, kids hang on every word of fairy-tales, and Netflix is “binged.” I know what you’re thinking: “in the age of Instagram and the 24 hour news-cycle, isn’t it the visual that counts?” In a word, no. Visuals, while effective, won’t keep you on the edge of your seat waiting to find out what happens next like written story-telling. Ask Stephen King and J.K. Rowling!
The fact is that storytelling is everywhere. Whether it’s the neighborhood hair salon, your most recent holiday party, or the world of advertising– someone is experiencing the roller-coaster ride of emotion brought about by a well-crafted tale. Love of storytelling is also why reading will never really go out of style. Yes, people will always rely on the drawn-out, “experiential” quality of written stories in order to feel like they’ve lived through a unique happening.
That unique experience also applies to businesses. It’s important that clients know what your business does. But, when attempting to build trust (and/or establish and maintain a brand), it’s critical that they know who you are. So, who are you? While we’re at it, what makes you stand out? In short, where’s the drama in what you do? Not only will you need to find it, you’ll also want to convey it in a compelling and concise manner.
That’s where copywriting comes in. The scripted drama in a Coke commercial results in you believing that the soda embodies “happiness.” The bold buzzwords in a Nike print ad convince you that the brand epitomizes achievement in athletics. The examples are endless. What do they all have in common? The branding effects mentioned here were achieved through copywriting– which created a unique selling point for Coke and Nike — through stories that were creative and compelling.
So what story is your business telling? At this point, if you’re nervously looking at your shoes, there’s a good chance it isn’t saying much! Luckily, there’s a solution. Whether it’s a press release, social media content, or a commercial script, copywriting tells customers who your brand is– and most importantly, why they should care. So the next time you’re watching your favorite Netflix show, remember that your unique experience was brought on by great storytelling– and that this same concept can be applied to your business, to make it richer.