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 storytelling. Just ask Stephen King and J.K. Rowling!
So what story is your business telling?
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 on by a well-crafted tale.
Love of storytelling is also why reading will never 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 circumstance.
That unique experience also applies to the business world. It’s important that clients know what your business does. However when you’re attempting to build trust (and establish or 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? Where’s the drama in what you do? Not only will you need to find it but you’ll want to convey it in a compelling manner.
That’s where copywriting comes in.
The scripted drama in a Coke commercial makes you believe the soda embodies “happiness.” The bold buzzwords in a Nike print ad convince you that it epitomizes athletic achievement. 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 compelling and creative stories.
So again: What story is your business telling?
If you’re nervously looking at your shoes right now 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 that storytelling can be applied to make your business richer.