Copywriting Tips

  • What Is Brand Storytelling And Why You Need It

    You might be wondering, what the heck is brand storytelling?

    Brand storytelling is how narratives are used to connect products and services to their ideal consumers, taking people through the customer journey. Brands tap into buyer psychology by understanding that people love stories. From anecdote to emotional connection, companies tap into the mind of its ideal reader to encourage connection and conversions to their sales.

    In short, brand storytelling is marketing with words (copywriting).

    Where is brand storytelling useful?

    • Instagram captions
    • About page
    • Sales page
    • Landing page
    • Product description
    • Website home
    • Facebook ads
    • Instagram ads
    • YouTube ads
    • Google ads
    • Blog posts
    • Emails

    What is an essential part of brand storytelling?

    • Having a tone/voice for the story you tell. Are you trying to build intrigue through mystery? Make people laugh? Make them feel a powerful emotion?
    • Having a good beginning, middle, and end to every story you tell. Good stories don’t need to go on forever. An anecdote that’s brief yet memorable are the kind that people love at dinner parties — it’s the same thing for stories you tell online, too.
    • The story needs to have a point. Does it have a call to action? Does it invite food for thought? Does it provoke someone to have a desire?

    Consider the brand stories you’ve been telling. If you don’t have clarity on your brand story, take some time to brainstorm (15 minutes) stories you’d like to share/include with your biz.

     

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  • 3 Signature Brand Stories You Need To Tell

    When it comes to being a business owner, it’s important to know and tell your brand story (often). Here are three brand stories that every entrepreneur needs.

    Your origin story

    How did you pick up your hobby, interest, experience, or education in the industry you’re in? Share how your passion was sparked. It could be as simple as picking up a camera for the first time.

    Example: In college, I was feeling mentally unchallenged at my summer desk job answering phones and emails all day long. I knew I was smart, and I didn’t want to waste my potential. I realized how many fellow students and high schoolers who have English as their second language feel out of their depth with writing and editing essays, and I’m basically a words whiz. I decided it would be a great idea for me to offer tutoring, editing and proofreading services. 

    Your lightbulb story

    This is the story of how you came to the realization or epiphany that you wanted to become an entrepreneur or start a new brand/business. You either saw a gap in the market, or you saw a need that people had that you could fill by serving with your creative gifts or skills.

    Example: I realized I wanted to be a wedding planner because there are so many couples out there that have great ideas but dislike planning. I’m an organized person, I love being involved in creative projects, and I love helping people. I realized this was the perfect career for me.

    Your transformational story/stories

    In order to make product sales in your business, more bookings for your services, or more enrollments in your workshops and courses, you need to sell people on the story of transformation. You can share WHAT you do all you want, but people need to know HOW it works.

    Whether it’s a personal testimony of your experience of transformation, or a client, student, or customers, share how the product/service was impactful and transformational.

    Again, as an entrepreneur, you either sell products or services… But HOW you sell them to others is what drives people to open up their wallets. It’s in the words you say, or in the words other people say. (The power of persuasion, my friend, is basically the backbone to marketing.)

    How to collect case studies/testimonials from clients…

    • Ask them to film a 15-30 second video of themselves giving a review.
    • Ask them to give a written review on your Google or Facebook page.
    • Ask them to provide a written testimonial for your website.
    • Ask them to fill out a feedback/satisfaction feedback form.

    In closing, take some time to reflect on what your brand story is, and what you want people to know about you. A big part of having a reputable and lovable brand is having a story that resonates with people. Be crystal clear about what your story is, and be prepared to share it.

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  • How To Write A Bio That Connects & Converts

    How to write a killer bio

    Writing a great about page is an art and a science, much like baking. If you follow the right steps and incorporate the right ingredients, the end result comes out more successfully than if you guessed (real-life tip: Eyeballing will NOT work for baking… Please don’t.)

    Here are 8 tips for spicing up your about page and getting your personality on paper…

    1. Share who you are and your value proposition. Introduce people to who you are, what you do, who you serve, and what results/transformations you can provide for them.

    Here’s something that may work for you:
    “My name is [x], and I [what you do], for [who you serve]/I {the value or transformation I provide].”

    2. Tell me about your wins and victories.

    What big clients have you worked with? What changes did you give them?

    3. Give people some context/history!

    Tell me the best of times. When did you decide you wanted to pursue what you do? When did you start your business? Etc. A good example is makingsenseofcents.com’s about page!

    4. Share what’s going on behind the scenes/fun facts.

    What’s your personality type? What are you interested in? What do you do when you’re not serving your clients? Watch shows on Netflix? Try new recipes from Pinterest? Bake up a storm?

    5. Write your bio in the first person (it’s more personable), but edit as if you are reading as a third-person.

    This is good for catching errors.

    6. Write like yourself in everyday language.

    Do you actually say words like “Boss babe, are you ready to uplevel your biz?” in real life? Or “Hello darling, I’m here to help you wash your woes down the drain.” If your everyday language sounds more like, “Hey girl, I have just the thing for you!” then write like that. Don’t be overly formal. This is not an academic paper you’re writing.

    7. Keep your storytelling concise and sweet. Don’t ramble or be redundant. Get to a point, not nowhere.

    It’s not fun listening to someone ramble (without making a point) in real life, it’s not fun online either.

    8. Include a call-to-action.

    What do you want someone to do once they’re done reading your bio? Read the blog? Check out your services? Download a freebie? Join your Facebook group? You choose 🙂

    Always have a clear “call-to-action” item and make it clear what you want people to do.

    Marie Forleo, my business coach, says, always write with the “end in mind”.

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