How To Use Storytelling To Write Copy That Converts

Hello, I’m Tia, Goho’s Account Assistant and in-house Creative Writer. I have a degree in Creative Writing from Brunel University and have been taught by Black British, writing royalty such as Benjamin Zephaniah and Bernadine Evaristo. (So fancy, I know!)

Now that I've dropped a few names, I’m here to help you understand the ins and outs of writing engaging copy that converts and how to ditch AI to become a better copywriter through your words! 

Storytelling is not just for books.

If you think storytelling is confined to the pages of a New York Times Bestseller, think again! Storytelling is a vital component of any successful marketing copy. But what makes a story compelling and how can we integrate this into our marketing strategies?

Structure

Nobody wants to read a boring, void-of-life, rambling bit of copy. If you want to create better pieces, the structure of your work needs to ebb and flow naturally while strategically placing elements that market throughout to increase engagement and secure conversions. 

Characters

Yes, even when writing brand copy, you need to incorporate characters into your work. 68% of consumers say that personal stories influence their purchasing decisions but what is about the characters you present in your marketing that influence your audience the most? 

First and foremost, consumers want to buy from companies whose values align with theirs. This can be through personal experience, morals, ethics or more. For your audience to connect with the human behind your brand you need one very important thing: an identifiable main character/brand ambassador to be the face of your story. 

Here at Goho, our “main character” is our Founder and MD, Stacey. She is the heart of our work here, she is passionate about female empowerment, guided Goho through a global pandemic and is damn good at business! Without her initial idea back in 2019, Goho wouldn’t be a thing! So naturally, she is the “main character” of our brand. We use Stacey’s achievements and setbacks when incorporating storytelling into our content to ensure it connects with audience members and converts!

Conflict & Resolution

Every great story thrives on conflict and the resolution that follows. It’s the engine behind nearly every plot you’ve ever read, listened to, or watched. In marketing, customer pain points are your conflict. These are the obstacles standing in the way of your customers achieving their goals.

So, how do you resolve this conflict? The answer lies in your services. Your offerings should be the hero that swoops in to save the day. For instance, at Goho, we tailor our services to address the specific challenges our clients face, providing them with the solutions they need to succeed.

Emotional Connection

Here's an extra tip: Don't underestimate the power of emotional connection. People remember how you made them feel more than what you said. When your copy taps into emotions - whether it’s through empathy, excitement, or even a little humour - it leaves a lasting impression, making your brand memorable and relatable! 

Looking to elevate your brand with powerful storytelling and persuasive copy? Let our expert team at Goho do the work for you! Get in touch with us today and discover how we can craft content that captivates and converts.