A Message from Kelly

Welcome to The Copywriting Connection!

This week we are taking a look at how storytelling techniques can help managers portray a company's core values and enforce positive behaviors by showing and not telling. We are also looking at how storytelling improves your copy.

I am finally feeling caught-up after my trip to DC. There are so many things going on here at CWI it's exciting. I can't wait to share them with all of you as they begin to unfold. With all that is going on I am feeling very busy - as I know many copywriters do in the fall. Many of us work on annual reports and help companies with their large marketing projects before their budget runs out. I ask you to keep your marketing going so that you have work after this rush is over. Be sure your marketing systems do some of the marketing automatically, so it happens even when you are busy. Otherwise you'll soon find yourself with no work and be starting over come December!

Finally, I want to let everyone know you can now sign up to receive automatic updates to the CWI blog and podcast using feedblitz. To subscribe to these updates, visit http://thecopywritinginstitute.com/wp/ and http://soundsofcopywriting.com/ In the top right you will see a place to "Enter your Email". Once you are subscribed, you will receive an email via FeedBlitz when the blog and/or podcast has been updated.

Happy Copywriting!

Kelly

Using storytelling techniques in your copywriting can shoot readership through the roof

By: Kelly Robbins

I recently read an article in the Costco connection (I love Costco!) that talked about a company's need to have a corporate story. A corporate story tells a company's history or demonstrates a specific success of an individual, department or a company philosophy.

Storytelling can also be used to tell "internal stories" to employees in order to demonstrate the companies core values. Stories that demonstrate exemplary customer service of an associate that saved a client. Unique opportunities an employee acted on where the company has saved a client money, or instances of outstanding team building or partnering with a client in a strong but unusual way. Storytelling is a great way to "show" positive behavior and encourage repetitiveness throughout an organization.

In the article Costco gave an example of their internal "salmon story". The story is well publicized throughout the company and posted in their reception area and on walls throughout their offices. The salmon story demonstrates the meat department's commitment to improving quality at a lower cost – even when the quality they currently have is pretty darn good and the price is very competitive. The meat department was selling a quality salmon at a fair price. Even though they know that, they kept looking for ways to improve the salmon fillet and lower the price. Five improvements and price cuts later – the meat department kept improving on itself. The moral was that Costco employees are always looking for better ways to serve their customers – even when what they already have is pretty darn good.

By telling the story and showing people how the meat department continued working at making their really good product even better, the management is showing the employees their core values. They are showing employees and consumers specific things they've done to ensure the best. They are showing employees how to get rewarded in the company.

How does this relate to you and your copywriting career? What does storytelling have to do with writing copy or selling your services?

One of the basic things we are taught as writers is to "show and not tell" in our writing. Using storytelling techniques is a perfect way to do that. One common marketing technique you can use as a way of "showing" readers is through testimonials. One customers kind words shows a prospects how a company has helped someone like them.

As a copywriter, learning to uncover and develop a corporate story can be a powerful offering for a sales team, or a company meeting that you may be writing copy for.

How can you incorporate storytelling into your next copywriting project?

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Copywriters Challenge

I challenge you to add one story or example in your current copywriting project. Show, don't tell.

Did You Know

Using web stat trackers is an important step in search engine optimization (SEO) because it allows you to: track progress in your marketing efforts, look at what referral places are working, see what keywords are pulling for your site and more.

Tools for your Success

www.statcounter.com - a fr.ee and easy to implement way to track your visitors. This is just one of the many different stat/visitor tracking programs out there. Do a quick google search to see which one suits you.

If you have any other great resources you'd like us to share with everyone, let us know and we'll check it out. rachel@thecopywritinginstitute.com

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