When it comes to words, the world of branding is an interesting swill. It’s a combination of emotion, value, and narration. While images and design work are very important to inciting people to consider a purchase, the final push needed for a purchase lies in what’s read. It’s no simple task either. A majority of the time, you’ve got one shot to make an impact since attention spans are the real commodity in the current consumer climate.
This makes it a tough sell for long-form descriptions that aim to attract an audience. The old adage “less is more” is not always true. Of course, wordy and technical content on products or services will cause eyes to glaze over after the first paragraph. Stories, by contrast, are much more compelling because of the potential for an emotive connection.
Crafting a narrative around products increases the potential for a browsing consumer to connect with that product’s story and toss it in their cart for checkout. Does that mean we should stuff stories into every nook and cranny? Not at all. People are perceptive; they can tell when a story is organic or just a cheap ploy.
“Stories, by contrast, are much more compelling because of the potential for an emotive connection.”
Of course, this all depends on the copy’s purpose. Copywriting can span a multitude of uses, which makes speaking about it difficult. A best practice for Facebook ad writing will be wildly different from the guidelines for creating descriptive content for products or services.
Regardless, the common thread in successful marketing copy is relatability and emotional familiarity with a backdrop of practicality. Making consumers warm and fuzzy won’t get them to convert on their own. Functional value is needed as well to round out the messaging.
In the end, it really is a cocktail of stories, connection, and utility. Getting these three components to play nice will have consumers adopting a lot of things without thinking twice.