The role of web writers has changed. Just a few short years ago, the content on most websites was boring and factual, just a profile of monotonous company information.
Today, the content on websites that work looks very different indeed.
Effective web writers are moving away from bland, factual information. Readers won’t settle for that anymore.
It isn’t interesting. It isn’t compelling.
Facts don’t stir emotions and encourage people to take action. Facts don’t sell until people look to rationalize the buying decision they’ve made at an emotional level.
That’s why you need to transform your website into a story.
In fact, web writers themselves must undergo a transformation. They must become storytellers.
It makes sense. Stories are captivating. They draw people in with a good hook. They engage the mind, invoking mental imagery as people read the words. Good stories are jewels we cherish and share.
We all relate to stories and their concepts on very personal levels – and we remember them. When we face similar situations, we bring back the messages, the lessons, and the outcomes of the stories we bring to mind.
And we act accordingly.
Stimulate All the Senses or Lose the Sale
Stories work. Our brains retain more information when all our senses are stimulated. We can recall facts if we’ve memorized them, but we have a much easier time bringing stories to mind.
Think of your favorite memory. Can you see it in your mind? Do you remember what you noticed that day, the colors around you, the sounds that you heard? Can you recall the feelings you had in that very moment?
Think about how long you’ve retained that memory. Probably a long time, and you could most likely tell someone else the story easily.
Now think about how long you’ve retained the words of the last website you’ve read.
Business Stories Beat Bland Brochure Sites
Storytelling has become integral to content in the virtual world. From website content to sales copy to press releases, stories are increasing in number every day. Web writers have realized the value of stories for business – and there is value indeed.
Stories deliver messages in an intriguing, memorable way. Business owners want and need their audience to remember, to take the desired action. A writer’s content must paint pictures and tell stories to encourage that action.
When used for marketing, content must draw analogies between concepts to help readers understand. It must tap pain, desire and anticipation, helping readers feel something deep within themselves. Great content creates a mood so that people experience the moment on a level beyond logic and fact.
The words are just the medium; the story lingers on.
Changing Your Sites into Stories
Businesses need to tap into the potential of stories and benefit from this new age of content marketing. Websites need to move away from listing data and facts or monotone features that just don’t engage readers.
Take a moment to look at the content on your site or the words you’re writing for a client. Read them. Can you see the images in your mind? Are your emotions stirred? Are those emotions naturally tied to your solution?
In other words… is your website telling a story?
More importantly, is it a story that sells?