We love a good story here at HN — whether it’s a novel you can’t put down, a TV drama that’s so gripping you won’t be watching it on catch-up, or the latest Hollywood blockbuster. This is the power of storytelling — it draws you in and makes you hunger for more.
Of course, storytelling isn’t a new idea when it comes to being persuasive. Ancient Greeks, notably Aristotle, understood the role of pathos and ethos — the modes of persuasion appealing to an audience’s emotions and their perception of the speaker’s moral character — in establishing a connection with the audience. More recently, it’s been proven that long copy — when it’s written to influence the cognitive and affective attitudes of an audience — can outsell short copy. That’s despite the trend to distil information into bite-sized nuggets to suit the time-poor society we live in.
We’re not arguing against brevity but in the pursuit of ‘concise’. The bombardment of messages, one fact after another, can sometimes be relentless and tiring for the reader — it takes the pleasure out of reading when it should be a welcome diversion. A swing towards a more engaging approach, where the reader derives enjoyment from reading your material, has to be the answer.
So whether you’re looking to create online or printed copy, the approach remains the same: engaging and thought-provoking copy that involves the reader — whether presented in a hundred words or a thousand — will be far more successful than reams of facts and figures.
There are many ways to make your B2B message more engaging — we’re certainly passionate about video and animations here. But the biggest change we are seeing at the moment is a return to good old-fashioned storytelling, meaning that case studies are taking a far more human angle to draw the reader in and show the personal gain as much as the business benefits. This is great to see, not least because it’s a proven way of creating an environment to sell in but also because it’s just as much fun to write as it is to read.