From the moment that humans had the ability to string thoughts and words together, stories have remained firmly with us. They have helped sculpt our cultural identities, communicated important lessons and they have carried myths, memories and religions throughout our history.
Even in today’s technological world, we occupy our free time with stories streamed on Netflix; we fill ourselves up with digital books, or cascade ourselves with endless social media stories. In short, humans are hardened and committed tale-tellers and devout listeners also.
Humans are social creatures too – we revel in gossip and whispered secrets! We love hearing about what people are doing near us and what they are doing at the other end of the Earth. We surround ourselves with stories knowing that they are completely natural and necessary.
Considering this, it is no wonder that stories have become one of the most effective tools in business to connect with customers.
WHY WE REACT TO STORIES
It’s alarming how differently we can react to information put in front of us. If we are shown facts, figures, graphs or spreadsheets our minds are unable to make important emotional connections – we tend to switch off. But, if we hear a story of how that information had an impact on someone (and that someone could potentially be us), we suddenly become alert and interested.
When we are engaged in a good story, our brains produce different amounts of oxytocin and, depending on the story, cortisone. The first is the same chemical that makes us feel relaxed when we eat, laugh or have sex. The second keeps us more attentive and responsive. Together they can have a huge impact on how we perceive information.
When we read or listen to stories, the emotional barriers we hold around us are gradually lowered. We start to open up and become less guarded; we start to trust the information that is being told to us.
From a business perspective, this is an ideal opportunity to start nurturing customers. Stories are fantastic vessels for sharing information in a way that customers can connect with emotionally. They evoke fear, sadness, joy and hardship all in a very short amount of time and create common ground that can persuade people in a far more natural way.
As a copywriter it is important to know this. Well-written stories have huge results for businesses that take the time to invest in them – they should always be considered in any good content strategy.
WHAT CAN RUIN A GOOD STORY
- A Beginning, A Middle…
Just as we are hard-wired to absorb stories, we also require an ending. If there isn’t one, we feel unfulfilled and irritated. This is important to consider when writing a story for you business. If you don’t have a defined conclusion, you will cause more damage than profit.
- Keep it Real
An important point to remember is that the story you tell should relay facts and truthful information. If they don’t ring true in the reader’s ears, then you are more likely to generate mistrust in your reader.
- Splelling
It may be quite a simple one, but surprisingly important. If there are obvious errors in your writing, people will be distracted from what you are trying to achieve. Make sure that whoever is writing your story gets error-free copy back to you.
- The Flow
A good story should flow well; it shouldn’t jar or snag in places. If it does, then this causes the reader to become disinterested and move on. A good tip is to keep things as simple as possible.
- Purpose
You story has to have a goal! What do you want readers to do after reading it? Is it part of a larger plan? A story that doesn’t lead anywhere is, literally, a dead end.
Working engaging stories into a well planned content and marketing strategy is a great way to boost traffic where you need it and increase conversion rates.
HOW CAN YOUR BUSINESS WRITE STORIES?
If you have a growing business, then you have a story to tell.
Stories can come in many different forms, which makes them so adaptable when it comes to scalable digital marketing. Case studies, brand stories, growth stories (highlighting recent successes and developments) and pain-point stories are just a few examples of what is available. Videos also work particularly well, so long as the story script is well thought out and written.
The way your story is told will normally depend on your current goals and marketing funnels. However, it’s important not to forget that the point of them is to develop TRUST. They are great at nurturing your customers and shouldn’t be disregarded.
If writing stories isn’t your passion, then you should consider hiring a copywriter to do it for you. A good copywriter will spend time, care and attention getting to know your brand. They love hearing stories and prefer telling them and they always write with your specific goals in mind.
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