Everyone loves a good story. It’s why we read books, get lost in Netflix shows, and spend our evenings curling up with a loved one watching the latest Tilda Swinton movie. But do these stories really belong in our copy? Is storytelling is copywriting really going to make your website a blockbuster hit?
Ab-so-freaking-lutely. And I’m here to argue that every piece of good copy tells a story.
So, if you’ve been wondering how to get better at copywriting without reading 151 marketing blogs or books, this right here is for you.
3 Reasons why storytelling could make your website copy (and your conversations) 10x more effective.
1. The Neuroscience of Storytelling
Neural Coupling/Mirroring
According to neuroscience, whenever you read or hear a story, the neurons in your brain light up in the same pattern as the storyteller’s. This is called “neural coupling”, or “mirroring”.
Some scientists refer to this as a “mind meld” because when we hear a story, it’s almost like our brains are experiencing the story the same way the speaker did (when it first happened). Very cool. Very sci-fi.
The Empathy & Focus Chemicals
And because our brains identify the story format with a resolution or ending, they release dopamine, making it easier to pay attention and retain the information. Plus, if the story evokes an emotional response, the brain also releases oxytocin (aka, the “love chemical”), which evokes a euphoric sensation that enhances empathy or connection with the speaker.
Because of this phenomenon, stories enable your brain to form a deeper connection with the other person. You can put yourself in their shoes, empathize and relate.
Versus, if they just told you a list of facts about them—no story, no sauce, no sparkle— your neurons would likely be bored and a lot less likely to make it through to the end.
(when was the last time you felt stoked about a brochure or history textbook?)
In other words, when you use storytelling in copywriting to communicate who you are and what you do, people process and retain the information because it’s physiologically more engaging.
So, if you want people to stick around long enough to hear about your offers, give their brains the goodies and say it with a story.
But science aside, storytelling can drastically change your relationship with yourself, your business, and your work.
2. Rewrite Your (Brand’s) Future with Story-based Copy
By writing your copy as a story, you are literally rewriting your story and casting a spell for the future of your brand/business.
This might sound like what the new-age girlies might call “manifesting,” but it’s much deeper than that.
Copywriting is an opportunity to curate your brand’s story. And the best part is that you don’t have to wait to be the story. You become the story as you’re writing it.
By using storytelling in copywriting…
- We use our innate human power of storytelling to change our realities.
- We use our copy to create the future we want for our business.
- We seed our dream lives.
Think of it this way: one of the main reasons people decide to write their copy is that they are ready to attract a new type of client.
So, to do that, you write the story of your business from the future. You embody that which you desire. You speak to those which you want to attract. And in doing so, you take agency over your life, business, and abundance.
This is one of the many reasons why entrepreneurship is 24/7 shadow work.
Because we’re constantly confronting our internal, subconscious stories while ensuring our brand voice is aligned and consistent with the type of work we want to put into the world.
However, it’s important to remember that our story is not always the same as our brand story. So, discerning how much of yourself to share in your business is a tricky balance.
Your Story Vs. Your Brand’s Story
“Which story about my childhood should I integrate into my brand story?”
“Does my brand like the same drinks as I do?”
Before you go down this rabbit hole, I’d like to remind you that:
Your brand is a character.
It’s one of the many archetypes that live within you. But it’s not you. And making this distinction is one of the best ways to create healthy boundaries around your work.
Because once you make that distinction, it wil be SO much easier to parse out what, if any, part of your life story belongs in your brand story, or even in your copy.
As service providers, we often feel pressured to dish out everything from our most fond childhood memories to our weekend hobbies and go-to snacks in our copy. However, that won’t always make sense for everyone’s brand character.
Sometimes, your brand is an aspirational alter-ego.
You get to decide.
But telling the story will create an energetic resonance that’s way more effective than just listing what you do in bullet points.
3. Storytelling in Copywriting Effortlessly Resonates With the Right People on an Energetic Level
Finally, sharing your story with others creates more resonance than just telling people what you do linearly (i.e., “here is what I do, why I do it, and how I do it”).
Our brains are so used to receiving linear information that it becomes white noise. Whereas when we hear a story, we’re intrigued.
We can see ourselves reflected in that person’s story, even if ours is wildly different. There are universal feelings—failure, overwhelm, frustration, discovery, relief, rebellion—that everyone can relate to, especially when told through a narrative arc that our brains are familiar with.
And when you combine the narrative style of writing with specific words and sentiments that your ideal client can relate to, you’ve struck copy gold.
However, getting clear on the specific story format, vocabulary, and sentiments your ideal audience will energetically resonate with takes much more thought and energy than sleazy tactics.
It’s a delicate blend of market research, strategic character development, relationship-building, and creativity.
“But what if I don’t want to share any part of my life story in my copy?”
You don’t have to.
So then, what does using “storytelling in copywriting” mean?
Most people assume that using storytelling in your copywriting means you have to literally share your life story. So, let me clear that up real quick:
There are many ways to use storytelling in copywriting to engage readers without revealing intimate parts of your life.
But it all boils down to implementing the storytelling style and structure.
1. The story structure
You don’t need a grand tale that ends in Mordor to use the story structure. You don’t even need a story at all. Simply frame what you want to communicate using the basic story structure. These are the five classic points of any story structure:
- Exposition
- Rising Action
- Climax
- Falling action
- Resolution
However, since copy is designed to be brief, we’ll condense it to three:
- Exposition
- Rising Action/Climax
- Resolution
But how does this apply to copy if you’re not explicitly telling a story?
1. Exposition
This could be where you’re:
- Acknowledging a doubt, frustration, or concern your ideal client may be experiencing
- Presenting an ideal future reality that your ideal client is seeking
- Identifying a shared reality between you and your ideal client
2. Rising Action/Climax
Once you’ve set the stage, you can build up to a climax by:
- Teasing out all the common thoughts that come with their concern
- Getting specific about the obstacle between them and their ideal future reality they’re hoping to overcome
- Identifying potential consequences of not taking action on a specific obstacle
3. Resolution
Once you’ve made a connection, you offer a resolution by:
- Explaining why your solution is different from others in your industry
- How your solution bridges the gap between your client’s current obstacles and their ideal future reality.
- How your unique experience and passion is perfectly suited to address their specific concerns.
A few notes on this:
- There is absolutely a sleazy and ethical way to implement this in your copy. If you’re curious about how to stay away from sleazy tactics in your copy, read my article on ethical digital marketing here.
- You can apply this to every section of your copy, using 1-2 sentences for each section of the “story arc.”
2. Narrative style of writing
If thinking about this three-part structure makes your brain hurt a little, have no fear. The beauty of storytelling is that you can still implement it into your writing without always following the linear storytelling structure.
OR, you can use a mix of both.
Linear Vs. Non-Linear Narrative Storytelling in Copywriting
An example of linear narrative is when the story or events are presented in chronological order with a beginning, middle, and end, similar to the story structure I showed you above.
On the other hand, a non-linear narrative is when you start in the middle or even at the end (my personal favorite) and then move backward.
When it comes to copy, there are many opportunities to implement a non-linear narrative structure to make your copy more engaging.
For instance, by starting your “story” in the middle, you’re skipping a lot of the unnecessary fluff that might cause some readers to scroll past.
So in a way, you’re kind of throwing your reader into the story either right at or right before the “climax”. Think about any time you’ve walked in on a movie right before the climax. Even though you have no context for what’s going on, you’re thrown right into the action, and your brain wants to know how this conflict is going to get resolved.
Our brains are hardwired for holding, sharing, and interpreting information through stories. Even when we try hard not to, we still end up sharing things in story format.
In fact, it’s one of the most ancient human technologies out there. So, of course it’s going to help you connect to the people that need your services and are ready to invest.
Tips for how to include storytelling in your copy
- Start your story in the middle (because less fluff)
- Tell your story, but from your ideal client’s perspective (because everyone wants to feel seen)
- Practice talking about your brand IRL (because the most aligned words, and phrases will usually come naturally when you speak about your brand IRL)
Start infusing your copy with swoon-worthy stories to connect with your dream clients.
If reading this has given you the confidence to start brainstorming your about page copy, you should check out my blog post on About Page Copywriting Tips For Values-Led Service Providers.
Or, if you’re done with reading and just want a resource that gets your creative juices flowing with a clear checklist to tick off, download my FREE About Page Checklist for Service Providers.
Perhaps you’re ready for a rebrand (and new copy), but have no idea how to develop your brand’s new character.
I’d love to create a Brand Voice Kit for you! Get everything from a brand Tarot archetype to a mission, vision, values, and word bank, all designed to attract your ideal client. Get more info here.
Wish you could skip all this DIY and get a professional to rewrite your brand’s story with effective, done-for-you website copy? Get in touch to plan your copywriting journey.
Additional Resources on the Power of Storytelling:
- Hidden Brain Podcast: Change Your Story, Change Your Life
- A Wild New Work Podcast: The Stories We Carry with Jane Clark
- BrainFacts.org: Why the Brain Loves Stories
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