Copywriting vs. Storytelling
Let me start with a potentially unpopular opinion: reading is boring.
It gives me no joy to say this, but it seems to be the majority opinion. The fact is that fewer than one in five people say they read for fun, and that’s a difficult thing to swallow for any would-be copywriter staring at a blank page.
Attention spans are also on the decline. I know. I’m a bevy of bad news today, but stick with me. Despite these disheartening declarations, the amount of time people spend consuming media has seen a dramatic uptick over the last 10 years.
So, what does that mean for content creators?
It means it’s not enough to create content that simply informs your audience. Rather, the content you create needs to provide your audience with some additional value beyond “information” in order to keep their attention for more than a few seconds.
Make Content That Connects.
People turn to content when they’re looking for a solution to a problem.
That problem could be a clogged sink, the need for a new piece of software, the search for the perfect gift, a desire to have a better body, boredom – anything, really.
When people start searching for answers to their questions, they want to know that they can trust the information they engage with. That means each piece of content you create needs to:
- Establish your authority
- Connect with your audience
- Offer a solution to a problem
And it needs to do all those things seamlessly and at the same time.
The bottom line is, no matter your goal with a specific piece of content, you need to make sure it resonates and leaves your audience wanting more.
Being Understood Pays Dividends
I help people and businesses tell stories that resonate with their readers and viewers – stories that their audience can see themselves in – because your audience needs to know that there’s something in it for them if they are going to engage with your brand in a meaningful way.
Whether writing copy for your website, creating video testimonials for your product, or helping you develop a long-term content plan, I can help you build that trust with your audience. Because that’s what it takes to turn interest into action.
Ready to talk about what I can do for you?
Start with “Why”
It’s a concept popularized by Simon Sinek in a 2009 Ted Talk.
The reason Sinek says most marketers and content creators miss the mark before they’ve left the starting block is because they start with a focus on what they have to offer – a description or highlight of their product, service, or process – before they’ve set the stage for why the audience should even care.
When you start with why – that is, the solution that your offer provides – you’re putting the value proposition of your content front and center. This makes your audience the hero of your story, placing them directly in the spotlight, where they deserve to be.
It also puts you in the role of a reliable, secondary character – the sidekick and trusted confidant in their hero story – which is exactly where you want to be.
Know Your Audience.
Of course, you can’t just burst on the scene claiming to have turn-key solutions to everybody’s problems all figured out.
First, it’s important that you’ve done all you can to understand as much about your audience as possible.
How old are they? What is their education level? What do they do for fun? Where do they go to consume and share information? How do they speak to each other professionally? What about personally? What kind of memes are they liking and sharing? Which social platforms are they on? Etc.
Armed with that information – known in marketing circles as audience or customer personas – you’re ready to start developing a plan to maximize your reach and the impact of your outputs.
A solid and well-researched understanding of your audience will help shape your voice, help you determine which forms of media to leverage (blogs, ads, videos, etc.), which platforms to focus your attention on, and which problems you are best positioned to solve for them.
And all of THAT will be crucial when it comes time to create a long-term content plan in service of your professional goals.
Not Sure Where to Start? No Problem!
I specialize in audience targeting, content planning, and storytelling.
If you’d like to learn more about bringing me on as a consultant to address some of these questions with you or for you, use the link below to set up a time to talk.
I write about science, art, entertainment, culture, and a whole lot more. I also love helping businesses make better connections with their potential customers.
I grew up in the Sonoran Desert. So, naturally, I’ve written about a lot of things that touch on what’s important to people who live here – environmental initiatives, rainwater harvesting, land restoration, native wild foods, and spotlights on the people who live in and around Tucson, Arizona. I’ve also covered stories on the arts, events, and, of course, cowboy mysteries.
I’ve been published somewhere in the neighborhood of 1000 times, and I’ve got a degree in Creative Writing from the University of Arizona. My work has appeared in everything from local staples like The Desert Leaf and Tucson Weekly, to national forums like Chicken Soup for the Soul, TheAtlantic.com, and MentalFloss.com.
I’m a writer. I’m experienced. Contact me today to talk about how you can put my skillset to work for you.