Content Strategy

Storytelling in Copywriting: How to Use Narrative to Build Emotional Connections with Your Audience

The Tribe
June 26, 2023

Storytelling is a powerful tool in copywriting that if used correctly, can help you build emotional connections with your audience. When done right, it can make your brand more relatable, memorable, and trustworthy. Regardless of the type of copy you’re producing, storytelling can help you connect with your audience on a deeper level. Here's how to use narrative to build emotional connections with your audience.

Know Your Audience

Before setting off on crafting sentences and ideas, it’s important to know who your audience is. A good starting point is figuring out their primary interests and pain points. Asking questions will help you develop a better understanding of your audience. You can tailor your story to deeply resonate with your audience. For example, if you’re a new country club with the goal of attracting more golfers, you would want to tell a story about how golfing on your course encourages camaraderie or allures competition. /*! elementor - v3.12.2 - 23-04-2023 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}

Audience experiencing an emotional connection

Start With A Hook That Creates An Emotional Response

Great stories start with a hook that grabs the reader's attention. This could be a shocking statistic, a personal anecdote, or a bold statement. Whatever it is, it should make your reader want to keep reading. Imagine you're writing a blog post about the benefits of meditation, you might start with a personal story about how meditation helped you overcome anxiety. Being bold and personable is an avenue to inducing emotion and is key to connecting with the audience. People remember stories that make them feel human. Use descriptive language and sensory details to create a vivid picture in your reader's mind. To illustrate this further, imagine saying "Our product is great.” It comes off as mundane. A better way to say that would be, "Our product will leave your skin feeling soft and silky like you just stepped out of a luxurious spa."

Make It Relatable And Have A Clear Message

Your audience should be able to see themselves in your story. Use characters and situations that they can relate to. Suppose you're writing a blog post about the benefits of a healthy diet. Tell a story about a busy mom who struggled with weight gain until she started cooking healthy meals at home. The audience now has a way to personally relate to the character in the story rather than digesting numerous facts. Once you’ve accomplished this, tie it back to the brand or product. Ensure your message is clear, concise, and aligned with your brand’s values. For instance, if you’re selling eco-friendly products, your message might be about the importance of reducing our carbon footprint.

Close up of a writer's hands writing on paper

Ending With A Call To Action

Now you’ve told your story and have connected with your audience. The final step of this process is to end with a call to action. This could be an invitation to try your product, sign up for your newsletter, or follow you on social media. Make sure your call to action is clear and compelling. The bolder, the better. Storytelling is a powerful tool in copywriting that can help you build emotional connections with your audience. By knowing your audience, starting with a hook, using emotion, making it relatable, having a clear message, and ending with a call-to-action, you can create stories that resonate with your readers and drive conversions. So next time you're crafting your copy, think about how you can use storytelling to create a deeper connection with your audience.


Meet the People


See the work

Tribu Creative Logo. Marketing and Advertising firm in San Antonio TX

Stay up to date with the latest from our Tribe, celebrate achievements with us, and soak in new marketing insights.