For this post in the website copywriting dissected series, I’m going to talk about writing stories. Because, for our whole evolution we have told each others stories; from the fireside to Firefox (couldn’t resist the pun).

I believe that stories have always been a great way to sell us something, and we happily convert to eager customers because we relate to the values, characters and messages of the story.

Your brand as a story

One of the most enjoyable aspects of the copywriting services we provide is using the art of storytelling to create a compelling page to read and one that also serves as a sales tool for your business.

Merely telling people your successes makes for boring reading. A great storyteller weaves obstacles, failures, and sometimes outright danger in front of the hero.

We want to hear about your difficulties and the lessons you have learned from them. It makes your copywriting and your message so much more compelling. Think about it: would you rather invest in something that comes from a place of passion, where the business tried, got it wrong, worked tirelessly to fix it and came out with something great? Wouldn’t you rather deal with someone who has gone through the worries you find yourself in; people you can relate to, and learn from?

Yes. I think you would.

Copywriting and the anatomy of a good Our Story page

You already know the basics of storytelling because you do it all the time when you meet someone new and tell them your ‘story.’ When it comes to your copywriting, you may never have thought about a business or sales message in this way.

A great story has a:

  • Protagonist – This is your business. We get to know the protagonist (hero) first before we embark on the journey of the story. Begin by telling us a bit about your business, where it began, when, why. What it was (is) concerned about.
  • Antagonist – This is the person, or forces that our hero is up against. Often, seeming bigger and more powerful than the hero. The antagonist in your story is the business problem you eventually solved. We probably know this antagonist, because we are facing it ourselves (that’s why we’re reading your website). Tell us why you ended up trying to tackle it.
  • Plot – This is the bulk of the copywriting, encompassing everything you were up against to get where you are. Tell us about how you set about to achieve your goal, how you tried, got it wrong, and tried again. Let us know what you were thinking, and feeling. These are the compelling things we’d like to know. Yes, you had some successes too along the way, and should share those. But…
  • Climax – When everything seemed close to ending in failure for solving the problem you set out to tackle, you succeeded. And the outcome of that success is…
  • Conclusion – Your solution, or product, service, or insight that makes your brand what it is today. This is a great place to finish with a strong call-to-action to your solution.

Where to next?

Can you think of your story now as a truly compelling best-seller? Map out your story around these themes. Keep it simple. Share your best and worst. That’s what makes us interested, and trusting.

Coming next in the series: About Us Part 3 – History and time-lines

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