As a Web site copywriter, today I was working on a Web site for a new client, and was reminded once again of the power of stories. This company is an email marketing consulting firm, but with a focus on technical aspects like modeling and analytics that makes for some pretty dry Web site copywriting.
Until you turn it into a story…
When I asked the client to provide a scenario, as opposed to a bulleted list of capabilities, all of a sudden everything in the copywriting about the analysis came to life and made sense. I got it. And the potential customer will too now.
When you can show someone by example, when you paint a picture with your copywriting, you communicate your message much more clearly. And this is true whether you’re doing email copywriting, small business blogging or Web site copy.
Heck, what is blogging but a way to make a point through stories and examples?
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