Storytelling in copywriting: how to build brand loyalty with narratives

Since the moment mankind began to use language, we’ve used it to create narratives that allow us to see through the eyes of another. From the griots of West Africa to the modern-day mangakas of Japan and the scriptwriters of Hollywood, storytellers have always been one of the most esteemed roles anyone can adopt. Whether they were mythical tales or personal experiences, stories helped to shape our idea of society and even the very way in which our brains work.

In 2004, the founding director of the Center for Neuroeconomics Studies, Paul Zak, discovered that well-developed narratives release oxytocin, a chemical responsible for many of the things that make us feel great. It’s no wonder that readers might become infatuated with fictional characters or bawl their eyes out at the death of a hero whose journey we’ve followed over years or even decades. Human beings have been hardwired to accept narratives more readily than almost any other form of communication. So why do so many brands rely on catchphrases and trend-chasing instead?

Studies have shown that storytelling in copywriting enhances emotional engagement with the audience, allowing the brain to associate the brand message with its own emotions and memories, ultimately resulting in better retention of brand identity. In the crowded market that is modern commerce, a good story helps a company to stand out from the pack and connect with the audience on an individual level. The use of identifiable, relatable characters allows an audience to see their own values and personal experiences reflected in a brand narrative. In psychology, the Transportation Theory argues that narratives are more effective at making an audience susceptible to persuasive messaging than an analytical method might be. 

In the era of data-driven marketing and highly analytical business practices, many decision-makers in industries of all kinds seem to have forgotten the hold that a good story can exert over the mind of an individual. Whatever your business and wherever you’re based, take a moment to consider what your own story is and why it might matter.