Copywriting and storytelling help a company establish effective communication with its potential customers. Learn where and how.

Copywriting and storytelling: when the persuasion needs stories

When someone says the word “wedding”, most people think of the UNION of a couple, a CEREMONY, and the beginning of a MARRIAGE.

I’m not one of those people.

When someone tells me the word “wedding”, I think of:

  • The COMBINATION of two concepts, copywriting and storytelling.
  • The CONTEXT of digital marketing.
  • The beginning of a RELATIONSHIP between a company and its potential customers.

In this post, I’ll write about these three factors.

In other words, I’ll explain where and how copywriting and storytelling can help a company achieve the following goals:

  • Increase the confidence of its potential customers.
  • Improve communication with current customers.

Would you like to know more about these topics? Let’s dive into them!

From copywriting to “copywedding,” there is only a storytelling

The “trigger” for this text came from a conversation I had some time ago with a colleague of mine, Almudena Almazán Pacheco.

Almudena is a Spanish copywriter who works with clients from the bridal sector. Therefore, she calls the service of copywriting, the “copywedding”.

At the time I spoke with her, Almudena wasn’t sure how to differentiate the “copywedding” from competing services. My opinion was that the differentiating value of her service should be storytelling.

I still think the same.

Copywriting and storytelling can — and should — “work” together in different contexts, in the bridal sector or any other.

In this post, I’ll cover three contexts where it’s essential to combine the art of persuading with the art of telling stories.

Storytelling on the “About Us” page: HAPPILY EVER BEFORE

The first context is the “About Us” page. It’s a landing page where potential customers inform themselves about the evolution of a company, its mission, and values.

So, when a copywriter decides to use storytelling on the “About Us” page, the goal isn’t to explain what the company represents nowadays.

The goal is to explain what the company was and how it turned into what it is today.

However, the copywriter shouldn’t stop there. The most important part of a story is the company’s vision, where it wants to arrive. 

In summary, the “About Us” page text should explain the entire history of the company. Its past, present, and future.

GOAL: The goal is to help potential customers to get to know a company and understand the story behind its brand.

BENEFITS: Copywriting and storytelling on the “About Us” page benefit a company, explaining its whole trajectory and using it as a differentiation value. On the other hand, thanks to these two factors, potential customers have an easier time remembering the company, understanding its philosophy, and saying “Yes, I do”.

Storytelling on the “Success Stories” page: HAPPILY EVER AFTER

Copywriting and storytelling also work “together” on the “Success Stories” page. It’s a landing page where a company announces its greatest successes and the best results.

For potential customers to decide whether to hire the company’s services or buy its products, it’s necessary to provide them with so-called elements of trust:

  • Testimonials from former clients
  • The number of sales o projects
  • Percentage of happy customers
  • Success Stories

In my opinion, the critical element of trust is the last one, the “Success Stories” page.

It’s a landing page where the company explains customers’ experience BEFORE hiring its service(s) and AFTER having done so.

  • When using storytelling on the “Success Stories” page, a copywriter emphasises the change that occurs during the collaboration.
  • The copywriter also brings to the fore the emotional aspect of change (for example, more freedom or more happiness).
  • In the end, the copywriter talks about how much the number of sales and the profits increased.

GOAL: The goal is to help potential customers to understand why they should hire a company’s services.

BENEFITS: Thanks to the storytelling on the “Success Stories” page, potential customers start to understand how a company helped previous customers meet their goals. Therefore, they’re more likely to trust the company, take the first step towards a “happily ever after”, and establish a long-term collaboration.

Storytelling in the apology emails: HAPPILY NEVER AFTER

The third context is the apology email. That’s the email in which a company apologises to its customers for failure, error or breach of delivery dates.

In a majority of cases, companies choose to send relatively short emails. The email text aims to acknowledge a problem, apologise to customers, and offer a recompensation for the inconvenience.

However, it seems more convenient to explain a story regarding:

  • What had happened
  • How did the company solve the problem

Why should you go for storytelling in the apology emails?

  • Because that way, customers understand better the issue, the company had to handle.
  • They also appreciate more the effort the company made to solve the problem.
  • In the end, the customers perceive that the recompensation isn’t the only aim of the apology email.

GOAL: The goal is to prevent customers from thinking that a company’s sole intention is to offer them a recompensation.

BENEFITS: Recognizing the failure, a company shows its human side. Apologising to customers, the company expresses its humbleness. Using storytelling, the company decreases the possibility that, despite the reward, the collaboration ends with a “happily never after”.

Copywriting and storytelling: just married

In summary, copywriting and storytelling “work” together in three contexts to meet the following objectives:

  • On the “About Us” page – to help potential customers say “Yes, I do” to a company
  • On the “Success Stories” page – to transform the “just married” into a “happily ever after”
  • In the apology emails – to reduce the possibility that customers “divorce” the company for irreconcilable differences

In other words, the role of a copywriter is to write compelling texts that lead towards these benefits and transform the “just married” to the “just have done another good job”.

A Writing-Friendly Question: In which of these three contexts would you preferably use copywriting and storytelling?

Stasa Durdic

I'm a content writer, copywriter, and UX writer. Serbian by birth, in Barcelona by occasion, writer by decision. I'm in love with the yellow colour, the art of storytelling, and the following phrase from Don Draper (Mad Men): "The client loves to pay the media, and the CREATIVE loves the PENCILS."


Categories: Storytelling


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