Captivating your readers (and ultimately influencing these people) has a lot to do with great story telling. The internet marketing game has changed with social media marketing, blogging and personal storytelling. Instead of sending out a bunch of press releases about a new makeup product, marketing executives would rather send out a bunch of free samples to popular bloggers (with the hopes of a few of them writing about it to their trusted following). Why? Because these writers tell stories.
These writers aren’t always looking at the PR side of life. They have real problems, true challenges and they tell detailed, entertaining stories about everyday experiences.
Creating the drama
A lot of the times, people aren’t on the internet looking for information, they’re looking to be entertained (not by YouTube clips and comic strips, but by real world experiences from people who they feel associated to).
When you’re writing about a product, try to create a hero in the story. This hero doesn’t need to have superpowers, it needs to be someone who has challenges to overcome in order to succeed. This may seem a bit like scriptwriting (especially for a professional copywriter who is writing about another company), but it’s easy to apply to everyday articles.
If you’re writing about a new mascara product, visualise the underdog or ugly swan. Think of what her problems are (nobody really stresses about eye makeup, they stress about not looking or feeling good enough). Write about being fed up by hearing the empty promises of makeup companies, how you don’t have time or money to waste on products that don’t work and how your new mascara helped took the burden of finding a great product off your shoulders. Better yet, write a satirical piece about a normal girl who had mascara running down her face and (unknowingly) went up to speak to a guy she was interested in.
These examples may sound cheesy, but storytelling and dramatic experiences can often captivate more readers on the internet than a product description.
Content doesn’t always have to be an intro paragraph, a bullet-point list of features and benefits and a call to action at the end. Engage with different groups of people by creating drama and telling a story about your product.