Written by Olga Procevska, co-founder of Writitude
In this blog post you’ll find:
- Research insights on the effectiveness of storytelling.
- Storytelling techniques by famous brands.
- Ways you can learn from them.
- Practical storytelling tips for copywriters.
First, I have to be honest. I roll my eyes every time I hear the word “storytelling”.
It is so heavily overused that it hardly means anything. Yet I know that a good story is everything.
So I tried to get to the essence of storytelling in brand copywriting: what it actually is and how can it help your brand stand out?
What is Storytelling?
Storytelling is a fundamental human experience. For centuries, stories have been used to pass down knowledge, evoke emotions, and create a sense of community.
Storytelling is the art of using a narrative to convey a message, idea, or value in a way that captures attention, evokes emotion, and inspires action.
It is a structured approach that often includes characters, conflicts, and resolutions, drawing the audience into a journey where they can identify with the experiences being shared.
Unlike dry, factual content, storytelling engages both the heart and mind, making the information more memorable and impactful.
By weaving a compelling narrative, storytelling allows brands to communicate complex ideas simply, creating connections that transcend the transactional nature of traditional marketing.
Storytelling is rooted in the psychology of how people process information.
Our brains are wired to respond to stories because they activate multiple regions that stimulate emotion and retention.
Let’s take a look into what exactly makes storytelling so effective.
Why is Storytelling Effective?
The neuroscience of storytelling reveals that stories captivate our brains by activating regions linked to emotions, memories, and sensory experiences.
This deep engagement is due to the brain's preference for narrative structure, which fosters emotional connections and makes the information more relatable.
Storytelling is highly effective for learning and memorizing new information because it engages multiple types of learners — visual, auditory, and kinesthetic — by activating sensory and emotional areas of the brain.
Research shows that stories are easier to remember than facts, making them powerful for knowledge retention.
Additionally, storytelling influences behavior and attitudes more effectively than information alone, creating a deeper connection and understanding.
This makes it an invaluable tool for brands aiming to inspire and convey their messages in a memorable and impactful way.
Storytelling is also uniquely powerful because it aligns our brains, creating a shared experience between the storyteller and listener through neural coupling.
This bond enhances memory retention and engagement, as stories stimulate emotional responses by releasing oxytocin and dopamine, which foster empathy and motivation.
Therefore storytelling’s has the most impact in education, marketing, and leadership, where emotional resonance can deeply influence trust and behavior.
Key Storytelling Techniques
Now let’s look at how big brands have used storytelling techniques in their campaigns.
The Hero's Journey: Nike and Stories of Overcoming Challenges
The Hero’s Journey is a classic narrative arc used by brands to inspire audiences. Coined by Joseph Campbell, this storytelling structure takes a protagonist from an ordinary life into a world of trials, where they face challenges and eventually emerge transformed.
This archetype is prevalent in advertising, especially in campaigns that aim to inspire and motivate.
Take Nike, for example. Known for their powerful "Just Do It" campaigns, Nike often uses athletes as protagonists who face insurmountable odds.
Whether it’s a story of a marathon runner overcoming an injury or an underdog team rising to victory, Nike’s marketing taps into the Hero’s Journey.
Their campaigns are not merely about selling sneakers; they are about the triumph of the human spirit, which makes the message more impactful.
For instance, the "Dream Crazy" campaign featuring Colin Kaepernick challenges societal norms and encourages viewers to stand up for their beliefs, no matter the cost.
By positioning athletes as heroes who conquer adversity, Nike aligns itself with a narrative of resilience and determination.
And it is universally inspiring!
What can you learn from Nike’s storytelling?
By focusing on stories of transformation, your brand can demonstrate how your products empower consumers to achieve their own victories, both big and small.
Empathy-Driven Content: How Always Uses Emotional Resonance
Empathy-driven content is another potent storytelling technique. It involves understanding the emotions and experiences of your target audience and crafting messages that genuinely reflect those feelings.
This technique goes beyond selling a product — it’s about creating an emotional bond that says, “We get you.”
Consider Always and their groundbreaking "Like A Girl" campaign. Instead of focusing on traditional product features, Always used the campaign to address a broader cultural issue: the damaging stereotypes about what girls can or cannot do.
The campaign featured young girls and adults reacting to the phrase "like a girl" and challenged viewers to rethink what it means to "run like a girl" or "throw like a girl."
By showcasing the confidence of young girls and the power of redefining language, Always connected with viewers on a deeply emotional level, sparking conversations around gender and self-worth.
And I mean, that first campaign video was quite something! It’s hard not to be moved by something like this.
The campaign was so successful it continued for three years and has significantly changed how girls and young women in the US perceive themselves.
What can you learn from "Like A Girl" storytelling?
Brands that successfully use empathy-driven content often see higher levels of engagement and loyalty.
People remember how a brand makes them feel, and when a brand shows understanding and support for their experiences, it leaves a lasting impression.
Authenticity and User-Generated Content: GoPro’s Community-Driven Narrative
Many people are fed up with overly polished advertisements. Which makes authenticity a highly valued currency.
Consumers crave real, relatable stories, and user-generated content (UGC) has become one of the most effective ways to deliver that.
UGC not only lends authenticity to a brand but also empowers customers by placing them at the center of the narrative.
GoPro, the action camera company, is a master at this. Instead of traditional advertising, GoPro relies heavily on content created by its users.
From breathtaking skydiving footage to serene underwater explorations, GoPro showcases real moments captured by real people.
This strategy highlights the product's capabilities in a genuine way and inspires others to create their own adventures.
The brand’s marketing is not about selling a camera; it's about sharing life’s most exhilarating experiences, which naturally builds a community of passionate advocates.
What can you learn from GoPro’s storytelling?
By prioritizing authenticity, you can make customers feel like part of the story.
This user-centric approach not only drives engagement but also fosters a sense of belonging, encouraging consumers to contribute their own narratives.
Make your users your storytellers and you will be rewarded with loyalty!
Microsoft’s Storytelling in Product Launches
Even well established and kind of boring brands can use storytelling to add excitement to their image.
One well-established-and-kind-of-boring brand that consistently uses storytelling in product launches is Microsoft.
In recent years, Microsoft has moved beyond simply showcasing product features and has focused on how their technology changes lives.
For example, during the launch of new accessibility features for Windows, Microsoft shared heartfelt stories of people with disabilities who are able to live more independently thanks to these advancements.
By highlighting real-life examples, such as a young girl using Microsoft’s adaptive Xbox controller to play video games with her friends, the company demonstrates how its products make a meaningful impact.
These stories go beyond mere technical specifications and instead connect on a human level, making the technology feel more personal and accessible.
What can you learn from Microsoft’s storytelling?
Microsoft’s approach shows that effective storytelling in product launches is not about the product itself, but about the people who use it and the experiences it enables.
By centering these human stories, you can create memorable and emotionally engaging narratives.
Practical Storytelling Tips for Copywriters
While the art of storytelling can seem complex, there are practical ways to apply these techniques in everyday brand messaging. Here’s how:
Crafting Narratives Around Products
To effectively use storytelling in marketing copy, consider framing your product as a vital part of the consumer's journey.
Ask yourself: How does this product improve the life of the user, solve a problem, or enhance their experiences?
For example, if you’re marketing a fitness app, don’t just list features like "track your workouts."
Instead, tell the story of a busy professional who finally finds time for self-care, thanks to the app's efficient and personalized workout plans.
Paint a picture of the transformation the consumer will experience, making them the hero of the story.
Remember to weave in sensory details and vivid imagery. Rather than writing, “Our coffee tastes great,” try, “Our coffee transports you to a misty morning on a mountainside, where each sip is an awakening experience.”
The more vivid the story, the more likely it is to captivate your audience.
Using Emotion to Drive Engagement
Emotion is a powerful driver of consumer behavior. When crafting marketing messages, think about the emotions you want to evoke. Is it joy, hope, excitement, or perhaps a sense of urgency?
Different emotions will resonate depending on your brand and your message. For instance, a campaign for an eco-friendly product might tap into a sense of responsibility or pride in protecting the planet.
Humor, nostalgia, and even vulnerability can also be effective in making a brand more relatable.
When Dollar Shave Club launched their now-famous introductory video, they used humor and wit to captivate their audience.
The ad wasn’t just about razors; it was about poking fun at overpriced, complicated products and delivering a simple, no-nonsense alternative.
The humor resonated, making the brand memorable and shareable.
To make your storytelling emotionally compelling, don’t be afraid to show the human side of your brand.
Authenticity and transparency can make your messaging feel more genuine and trustworthy.
Read more about emotions in marketing and find out how Writitude can help your brand get the most of it.
And yes, you can try Writitude for free!
Storytelling is one of the best things you can do for a brand.
By tapping into universal narrative structures like the Hero’s Journey, crafting empathy-driven content, and leveraging user-generated stories, brands can build deep, emotional connections with their audiences.
Copywriters can employ these techniques by focusing on the human experience, using vivid imagery, and evoking strong emotions.
Whether it’s a tale of triumph, an empathetic understanding of consumer struggles, or a showcase of real user experiences, the power of storytelling lies in its ability to transform a brand into something more than just a product or a service — it becomes a part of the consumer's story.
In the end, brands that tell the best stories are the ones that are remembered and cherished.
