A good copywriter knows it is essential to grab a reader’s attention and what better way to do that than with a good story? But it doesn’t stop there. Good storytelling can not only get your prospect’s attention, it can move them, compel them and leave them ready to buy. But only if done right.
Your story has to support your end goal. What are you trying to sell? Do you want the readers to buy a product, sign up for a service, or become a coaching client? Make sure that whatever the sales is, the story is relevant and illustrates how the purchase will benefit the reader.
You’ll only close the sale when there’s a natural progressing from the first headline to the final call to action. If the story doesn’t support the product, you’ll grab their attention and entertain your readers, but you’re not generating customers.
Your story needs to flow well all the way through. You don’t want to risk losing readers along the way. Write your copy, then go do something else for a while. Come back and read it out aloud. You should be able to tell if it flows well and makes sense. You don’t want to make assumptions that are clear in your head but leave the reader wondering what just happened.
At the same time it’s important to keep the story to the point. It’s easy to go into “storytelling mode” and go on and on about a point. As you start to edit, pay attention to areas where you’re beating a dead horse. Do you really need three examples to illustrate one point? Pick the strongest one and ditch the other two.
There’s a fine line between too much information and so little that you lose your reader along the way or force him to jump to conclusions. This is where editing will help you refine your story until it fits the purpose of the copy perfectly. Go through it line by line and ask yourself if this contributes to the overall storyline, does it move things forward or is it just fluff and filler.
Throughout the writing and editing process keep your end goal front and center. By paying attention at all times to what you’re selling in the end, you’ll spin a tale that is sure to lead the reader in a straight line to the order button.