As a business, one of the most important skills you need to have in your arsenal is the ability to create engaging and persuasive B2B copy. Professional copywriting that connects with your audience on an emotional level is crucial in today’s highly competitive market. One effective technique that you can use to build trust and credibility with your audience is storytelling. Using storytelling in B2B copywriting builds trust and credibility that translates into marketing wins.
According to a study by the Content Marketing Institute, 71% of marketers say that creating engaging content is their top priority. However, creating engaging content is easier said than done. One of the most effective ways to create engaging content is through storytelling. Our brains love stories, and storytelling is a powerful tool for building trust and credibility.
Storytelling in B2B copywriting is not just about telling a story for the sake of it. It’s about using stories to make an emotional connection with your audience. By sharing a story that your audience can relate to, you are demonstrating that you can relate to and create a lasting impression on your readers. Here are some things to keep in mind when using storytelling in your B2B copywriting:
Start with a compelling headline
The first step in using storytelling in your B2B copywriting is to create a compelling headline. Your headline is the first thing that your audience will see, and it needs to grab their attention and make them want to read more. Use your headline to tell a story, and make it clear what your article is about.
Use the power of imagery
Incorporating images into your B2B copywriting can help to bring your story to life. Use images that are relevant to your story and that help to convey the emotion that you’re trying to convey. According to Brain Rules, readers will recall 65% of the information from articles accompanied by images, compared to just 10% for those without.
There are plenty of websites that offer a wide variety of high-quality, royalty-free images that you can use in your B2B copywriting to add visual interest and help bring your story to life. Just be sure to read the terms and conditions of each website to ensure that you are using the images properly and legally. Here are a few to get you started:
- Unsplash: https://unsplash.com/
- Pexels: https://www.pexels.com/
- Pixabay: https://pixabay.com/
Use a conversational tone
When you’re telling a story, it’s important to use a conversational tone. This helps to make your story more relatable and engaging. Use language that your audience will understand, and avoid using technical jargon or industry buzzwords.
Use data and statistics
Using data and statistics can help to add credibility to your story. People are more likely to trust your message if you back it up with facts and figures. However, be careful not to overload your story with too much data. Use data to support your message, but don’t let it overshadow your story.
B2B Storytelling in Action
An example of a company that has successfully used storytelling to build trust is TOMS Shoes. TOMS Shoes has a compelling story that resonates with its audience. Their story is about giving back, and their “One for One” model, where for every pair of shoes that is purchased, they donate a pair to someone in need. This story has helped to build trust and credibility with their audience, and has made them one of the most successful shoe companies in the world.
Cisco successfully used storytelling in its “Built for the New Normal” campaign, which was launched in response to the COVID-19 pandemic. The campaign included a series of videos and articles that showcased how Cisco’s technology was helping businesses adapt to the new normal of remote work and online collaboration. The campaign focused on the human stories behind the technology, showing how businesses were using Cisco’s solutions to stay connected and productive in the face of unprecedented challenges.
Storytelling in B2B copywriting is a powerful tool for connecting with your audience. By creating engaging content your reach your readers on an emotional level, and you can create a lasting impression and build a loyal following. To get started with storytelling in your B2B copywriting, use a compelling headline, incorporate images, use a conversational tone, and back up your story with data and statistics.
According to the Content Marketing Institute, at least half of all businesses outsource their content marketing activities. If you’re looking for help with your B2B copywriting, visit wbcopyandcontent.com/contact/. We’ll help you create engaging content that connects with your audience and builds trust and credibility.
Woodbridge Copy and Content 