Current attention spans are supposedly in the goldfish realm. But have you heard of the one goldfish who defied all odds and managed to focus for five minutes and reaped a special benefit? I’ll tell you about him in a moment. But first, let’s concentrate on the fact that persuasive storytelling is an art your business really needs right now!
Captivating your audience’s attention and persuading them to take action is crucial. Let’s see how skilled copywriters employ storytelling techniques to transform your brand’s communication and drive exceptional results.
I’ll focus on five essential persuasive storytelling elements that will
- set your copy apart and
- grab your reader’s eyeballs.
1 Character Development in Persuasive Storytelling
Your copywriter always bears in mind that that the person you’re writing to or for is the hero of whatever your brand’s story is – the person who represents your best prospect.
A talented copywriter will breathe life into this character. We’re not bothered about lifeless characters. They’re tedious.
You’ve researched your ideal persona and communicated it to your copywriter. This means your writer can make it enticingly clear that you understand the hero’s needs, aspirations, and pain points.
The result? Your reader engages personally as the hero of your story and reads on to discover solutions to their challenges (ie their own pain points). They want – indeed need – to follow the story and learn the happy outcome for the hero!
2 Persuasive Storytelling Uses Descriptive Language
The true magic of storytelling, of course, lies in painting vivid pictures with words. Readers follow the glitter, the suspense, the emotion and inspiration they find in your storytelling.
You want a skilled copywriter who can artfully weave words to captivate your reader’s mind so they cannot leave the story. Remember the goldfish mentality? (We’ll get back to our super-goldfish soon!)
Copywriters are addicted to transporting your prospects with sensory-rich descriptions to a world where – identifying with your hero – they can visualize the benefits of your product or service. With each word, they’re fostering an unbreakable emotional connection to your brand’s environment!
Sly? Yes, probably. But it’s hugely effective in a world of goldfish!
3 Metaphors and Analogies in a Persuasive Story
How does a persuasive storyteller simplify complex concepts like quantum computers or financial regulations in such a way your reader is hooked?
It’s easy really. They have an arsenal of metaphors and analogies to make complex ideas easy to grasp.
They delve deep into their own backgrounds and experiences to find just the right idea that will bridge the gap between your business information and the hero’s ability to grasp and understand it before their attention leaps off the page.
It’s a compelling approach. Metaphors and analogies help the hero (your prospect) see your brand as the solution that will solve their pain points better than any other. Not like “finding a needle in a haystack” – far too common a phrase! More like intuiting the right key to the castle door that’s blocking their entry.
4 Transparency and Authenticity: a Bond You Create in the Story
In a world of scepticism, authenticity is king. Make sure to engage a copywriter who
- is adept at transparency,
- understands your brand’s narrative and
- can craft stories that resonate with your hero’s values and experiences.
After all, your brand made a journey to where it is now – and has customer successes to offer as proof. Why not strengthen the bond between your brand and your hero by being authentic?
Maybe you both went from a pain point to a solution. Or fought against the odds to succeed.
What did you see on the way? What did you feel on the way? Sharing parts of your journey in persuasive storytelling fosters loyalty – and keeps the hero’s attention. (See, we’re nearly at our goldfish conclusion!)
5 Align Persuasive Storytelling with Your Brand Values
Your brand’s values shape your identity. A proficient copywriter knows the art of aligning storytelling with your brand’s values in order to demonstrate integrity and purpose.
Your copywriter will ask questions and do their own research on your brand’s values. They want to align everything with you and your brand even while encasing your values in a persuasive narrative.
In this way, while your hero stays on your page – entranced by your storytelling – you’re actually connecting with the like-minded consumers you want to bring into your world. You’re nurturing long-lasting relationships.
The Art of Persuasive Copywriting
So – effective copywriting is more than just words; it’s an art form that wields the power of storytelling to create meaningful connections with your audience.
Are you ready to embrace the art of persuasion through storytelling, and witness your business soar to new heights of success? That’s great.
But… What about the little goldfish who managed to concentrate for a whole five minutes? What caused the change?
He suddenly discovered a world of wonder in front of him! He was captivated first by the vibrant colours of the coral. Then the graceful dance of the plants. And finally the fascinating interaction between bubbles and water.
Suddenly five minutes had passed. And the benefit was he knew this was the bowl he never wanted to leave! He was hero of the bowl.
If you want to grab your reader’s concentration for five minutes, you have to supply an endless stream of vibrancy, graceful movement and fascination in your marketing materials. Or just a good story with beginning, middle and end!
Give it a go? You can contact me here: empatrick@aol.com.
Eleanor Patrick writing services 