Monthly Archives: December 2015

What’s the story with ‘storytelling’?

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There’s nothing digital marketers like more than a new buzzword. And the latest one is ‘storytelling’. Apparently your website or digital marketing is missing a gigantically effective trick if you’re not using storytelling.

Er, OK. So what actually is storytelling, pray tell?

When you scratch the surface of this latest fad you discover that it’s nothing more than a loose description for a load of well-tried and well-tested copywriting techniques that good copywriters have been using for centuries.

(The insularity and ignorance of many digital marketeers would be endearing if it wasn’t based on epic laziness and an epic failure to recognise that, you know, people were actually quite good at selling stuff before the WWW came along. Much better, actually.)

So storytelling is simply using things like customer testimonials and (pretend or actual) real-life experiences…in fact, as far as I can see, anything that brings to life the human element of the sell you’re making.

And of course there is absolutely nothing new in this, whatsoever.

Some of the most successful direct marketing pieces ever have used ‘storytelling’ to sell by the barrowload. Think of the famous ‘two neighbours’ copy platform. This tells of two chaps who were born brought up next door to each other but one made the wise decision to buy X and is now rich and famous. The other didn’t and isn’t. Look it up.

Or the brilliant One Legged Golfer ad by John Carlton, possibly the best copywriter alive today now that his mentor Gary Halbert isn’t. It tells of a one-legged chap who developed an amazing golf swing and ultimately sells you a course of lessons to make yours equally effective.

Or the John Caples one “Do you make these mistakes in English?”. Or the David Ogilviy one (nicked from an earlier ad) “At 60 mph the loudest noise in this Rolls Royce is the ticking of the dashboard clock.”

These are all storytelling, folks. They bring the product or service to life. They use social proof to demonstrate that other people are buying the product.

They are engaging, involving, motivating, intriguing. Everything that highly effective direct marketing copywriting needs to be.