What are some of the elements of an amazing story? Bullet points? No. Discounts? No! Neither are keywords for that matter. Of course, these are all important parts of our marketing strategies and search engine optimization, but just as important is the ability to emotionally connect with the reader, and this can be done with storytelling. Times are changing, things are moving faster and the art of storytelling is getting thrown away, but it still has its uses.
Why Does Storytelling Matter?
Everything is connected to an emotion – even things as dry as numbers. Put a seven in front of nine zeros (7,000,000,000) in someone’s bank account, and you’ll get an emotionally charged reaction out of them. Put a (-) symbol in front of that, and you’ll get a nuclear blast of an emotional reaction. The idea is that storytelling inspires emotion in people, and it’s still one of the best ways to get people to connect. When they come to your site, everything they see will create an emotion. Part of implementing good SEO strategy will be knowing how to tell a story well, and you can learn.
The Elements of A (Great) Story
A great story can be broken up into the words they use, the picture they paint and the emotions they elicit.
Words are important. In the world of search engine optimization, content is still king. When using words on a page, which ones you choose make a difference. Take the following example:
I fell down a hill and hurt my head. I went to the hospital.
Now we can take that same scenario and pump it full of powerful verbs and other words:
I careened down the hill. As I tumbled to the bottom, my head smacked on the rocky ground with a thud that almost echoed across the desert. The last thing I heard was the sound of sirens blazing toward
The Picture and Emotions
All the best storytellers know how to make us laugh, cry, get angry, think and any other emotion you can think of. We can all get connected with stories about overcoming great odds, heart-wrenching tales of loss and all sorts of others. These stories are made in-depth by the picture they paint. Writers will use every sense (sight, touch, smell, taste, sound) to make the reader feel as though they are there in the action.
Putting it All Together
Nobody expects you to write a novel on your landing page, but you can use the elements of a story to provide a better experience for your visitors. Let’s take an example using the keywords ground coffee, coffee beans, and fresh cup.
Nothing’s better than a fresh cup of ground coffee in the morning. With Ben’s coffee beans, you’ll get:
• An extravagant aroma
• A hearty taste
• A full-bodied brew
• And more!
There’s nothing inherently wrong with it, but we can do better.
Warm your mornings with the full, extravagant aroma of Ben’s coffee beans. Share a fresh cup with the person you love, and start something new all over again. Whether it’s a snowy, white Christmas or the sun is shining its best April yellow, the hearty taste of our ground coffee will make every morning worth it.
We could be verging on cheesy, but we have our SEO, we can even put links in if we want, and it’s even short enough to retain the readers’ attention. Start learning to tell a story, and you’ll capture their attention every time.