Nowadays, the Internet is full of texts. Users constantly look for the information, and they are willing to consume quality content. While looking for some specific information, a person scrolls down long newsfeeds, browses different social networks, goes through the articles in a search engine. The aim of business is to offer the high-quality and interesting material that will stand out from this immense body of information offered online.
Successful texts addressed to the reader can be created with the help of a storytelling method. So, let us describe how and what to write to interest users and potential clients.
Why Do We Need Stories?
The storytelling technique implies creation of real stories instead of formal texts. This genre is closer to the literature than copywriting, which is why people are ready to read such texts up to the end. Storytelling is about real people and events, so it helps evoke emotions and feelings.
For example, the text on the page “About the Company” can be written in a classic manner (e.g., when the company was established, how it works, what it achieved, etc.). Or, one can use the storytelling approach and tell about the company’s founders, their first steps in the business, challenges they faced, and so on. In the first case, the text will be read only by journalists to write a formal press release while in the second case, your potential clients will be able to feel and see the human face of your business.
By the way, the method of storytelling can not only tell people about the facts and events but also convey an important message. Tell more about your vision and values and explain what is really important for your business (e.g., the quality, sustainability, social engagement, clients).
Where Does Storytelling Work?
Formal narration can be successfully replaced with an emotional story in the following situations:
- in the text about the company – this will attract potential clients and convey certain values on an emotional level;
- in promotion of the personal brand – if you build your small business, engaging and valuable stories from your practice will help you attract the audience;
- in building of professional image of the company – start writing articles for a corporate blog not in the format of boring reviews of the “trends …,” but in the format of real stories from your work with examples of problem-solving and human emotions;
- in social networks – such texts can become your “trick”; they will stand out in the feed immediately, and people will like and repost them;
- stories are also suitable if you create some unique goods. For example, if you present a new collection of jewelry, you can tell people what things inspired you and what is so special about your products.
All in all, stories are good almost everywhere, but do not misuse them. For example, flypages must have clear features of products that are important to the buyer. Storytelling is inappropriate in such cases.
How to Write a Good Story?
Since storytelling is very close to the literature, it is impossible to create specific rules. However, there are several useful tips that work for almost any story and help to make it better.
- The story should be real. It is better to tell the truth about yourself than steal someone else’s story. While technical characteristics of, for example, chain saws may be similar for different companies, the history is always unique.
- Build the structure of the story. The beginning, problems, overcoming difficulties, results. Avoid long introductions and tell concisely what happened and how.
- Dynamics is important. Avoid lyrical digressions, long descriptions, and philosophical arguments.
- Appeal to the reader. First, try to think who will read your story. Who is this person and why he/she is interested in your company? Thus, you will understand what is important for your reader and will be able to form a narration correctly.
- Emotional aspect. Your story should evoke emotions and be sincere. Surprise readers, make them worry, smile, laugh.
- Add details. Some engaging and memorable details about your experience will make the story vivid and real.
- Small volume. Users typically spend no more than 7 minutes reading the text in the Internet, so try to make your story brief and coherent.
Webpage design and formatting are also important for storytelling. The text should be easy to read from both literary and visual point of view. To achieve this, you should divide the story into small paragraphs, make subheadings, and follow the same style. By the way, it will help you to catch an eye of those who use the skimming method, that is, only look through the headings, quotes, and small parts of the story.
Use citations, dialogs, and questions even in a short story. These transitions make the text easy to understand and keep the reader’s attention better.
To catch an eye of the client, use high-quality and interesting titles, and complement the text with images and other materials. Choose visual content carefully because it influences reader’ emotions even more than a text does. Try not to use popular photos from the Internet but create your own visual material or at least edit someone else’s images and photos.
Direct Benefits of Stories
Storytelling is a difficult genre compared to traditional copywriting. However, all efforts will pay off because stories bring more benefits. People read them and learn something about you and your company. If you convey your vision and ideas, you will attract loyal customers, which in turn will increase sales.
Moreover, stories are interesting for ordinary people. It means that a person will spend more time at your website, subscribe to updates in social networks, and possibly even buy something.
Finally, storytelling makes entrepreneurs think about their role and place on the market. While creating a story, you may learn more about yourself, your values, vision, and goals. It is always useful to know where you stand and what you want to achieve with your business.