Our lives are filled with millions of stories- historical and factual, mythological and fantastical, personal and public, long and short. Stories are how we make sense of the world around us, gain knowledge and insights, get inspired and situate our own existence in the overwhelming narrative around us. Stories are engaging, enveloping and entertaining.
And through my personal experience, I’ve often found that the best designers and copywriters are the ones that tell the best stories in their work.
Here are 5 lessons from powerful storytelling that can help you create great design and high-conversion copy:
The #1 trait of a persuasive story is how “engaging” the story is.
There are a million writing blogs that will go on and on about how to craft amazing stories, but is any of that (potentially good) advice backed up by research? In fact, there is an additional study conducted by Green & Brock that addresses just what makes a story engaging. Here’s what they found:
Wow!! My entire review just disappeared! Well -- go read this great article anyway :)
Here is what to pay attention to: all the solid tips -- based on research -- on how to create better stories. They are great. Particularly modeling, irony, imagery, and going beyond the digital campfire. There's lots more to this article that what I have mentioned here.
So go read it. In the meantime, I'll chat with the Internet Powers That Be to hunt for the original review I wrote in whatever black hole it has found itself in! Ay yi yi ....