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That story writing is a dynamic form of copy writing needs no further reinforcement. Enough has been said (or should I say advocated) on the importance of storytelling as a marketing copy by hundreds of copy writers, marketing professionals and ad gurus in their blogs or through other media channels. And rightly so. No other art form captivates the human species as a good story does. Call it human evolution or neuro science, a good story always makes a way into human heart and it connects. Marketing copies should be no different. But million dollar question is how? Hmmm! I think we can learn a lot from many of the Hollywood blockbusters. Here is how:
Plot: Good stories are always about a great plot. It is the sequence of cause and effect that shapes up the story. Aristotle defined it some 2500 years ago: beginning, middle, and an end – and the three parts are neatly held together. They are weave into such a way that any omission or addition will bring the plot down like a pack of cards. A good marketing copy incorporates the three elements coherently and helps the audience to enjoy the story. Without taxing them a single unnecessary stuff.
Hero: A good story has always a great hero. And make no mistake. The hero of your story is the customer whom you are going to target. Not the product or services that you are going to write about. Of course they have a place in the story, but they will revolve around the customer and not the other way round. The customer is always the story of your marketing narrative. You exist because of the customer and not vice-versa.
Goal: Plot and hero are meaningless without a goal. They hero exist in the story because he has a goal. Something he needs to do. Something he needs to achieve. Marketing copies are also written to achieve a marketing goal. May be it is brand recognition, getting more leads, or to sign up for a webinar or an event. So a copywriter has to align the goals of a customer with the marketing goal of his copy providing the right and relevant information. And piquing enough interest in the customer to take the next step towards his goal.
Setting: Setting is the time and location where your story takes place. You have to put your customer into the right setting. You have to put your customer in the right context. Why? Because that set up the relevance. Because that makes meaning to your customer. The customer can identify and relate with what you are talking about. Right setting in your marketing copy help the customer to understand the value and importance of your message.
Dialogue: Dialogue is your voice and how you communicate it. In a marketing copy the way you use your words to get your message across is your dialogue. What is the sentence structure like? How is the tone coming across? Is it funny, serious, persuasive or plain cocky (excuse the word please)? Great dialogues give you the personality, the character, but most importantly your intent in the story. And remember, great dialogues are always short, crisp and to the point. As the Hollywood iconic filmmaker/writer Billy Wilder said, “Film dialogues are like poor’s man telegram.” You must get your message across using minimum words.