Stories Stick! Using Storytelling to Attract Customers

The other day, I read something that startled me into taking action. In 2009 my husband was killed in an accident. In the following hours, weeks, and months I was shocked by the number of things we had left disorganized or ignored. Critical documents you can spend a fraction of the time doing now… That excerpt came from a website I happened to stumble across, and those few sentences really made me sit up and take notice. The title was equally arresting: GetYourShitTogether.org. It’s a website that helps people gather important legal documents such as a will, living will, and power of attorney, before disaster strikes. I signed up for the mailing list immediately, which something I don’t do lightly these days. (It’s all about inbox control.) So what was it about that website that got me to break the email-abstinence habit? It’s something I’ve been pondering lately, why some copywriting sticks with you while others just fade away into a cloud of internet marketing white noise. …It’s the power of storytelling. In this example, I first felt a wave of compassion for the storyteller. Then I couldn’t help but wonder, “What if that happened to me?” By doing this, it completely bypassed my jaded consumer’s natural defense against sales pitches. Even if you aren’t selling, telling a poignant story helps your message stand out. Here’s another example of how using the right words makes all the difference: I think storytelling is powerful because it taps into the human side of marketing. It frames your message in a way that people can understand and relate to. This video is a perfect...