Gone are the days of two-dimensional writing. Reading is no longer defined strictly as an interaction with the written word, but rather any experience in which an audience gains meaning from a visual component. If we “read” any time we watch a video clip, shouldn’t our writing reflect this reality? Modern readers and audiences want a more immersive experience, a narrative that both gets and holds their interest. Just because you sell a product or service doesn’t mean you can’t rely on storytelling to attract customers to your brand; by using dynamic writing strategies, you can hook and hold potential audience members.

Opportunities for dynamic writing 

Regardless of the service you offer or the product you sell, there is always a human component involved. Telling brave, bold, innovative stories doesn’t happen in a silo; the dynamic storyteller talks to people. Talk to your customers, talk to your community, talk to your colleagues. Dig deep to find how to connect, don’t be satisfied with a surface-level conversation

• Direct mail
• Blogs
• Emails
• Web content
• Social media

Tips for unearthing the best content

Great content doesn’t simply materialize, no matter how much we all wish that were the case. For the intrepid marketer, top-of-the-line content takes both vision and revision. Writing without revising is like traveling without a map; there’s an infinitesimal chance you’ll reach your intended destination, but you’re far more likely to end up on the side of the road with nothing to show for your efforts but an empty gas tank.

• Interview
• Writing the story
• Editing
• More editing
• Write at least 10 headlines
• Experiment to see what resonates with your audience  

Interview like a pro

Think like a journalist, even if you’re a marketer. Great stories come from people who feel compelled and encouraged to share their experiences. Ask carefully curated questions and practice active listening. The more you listen, the more likely your interviewee is to talk.

• Avoid the word “interview”
• Get the facts
• Start with the ending in mind
• Talk less, listen more
• Be flexible

Putting pen to paper

The best writing advice is always the simplest: start at the close. Consider what action you want the reader to take, consider the medium in which you’re writing, consider your intended audience. These considerations will guide and shape the piece. 

As the way we read and interact with texts continues to evolve, writers have the space to take risks, to experiment, to innovate. Although not every piece of content is likely to go viral, marketing writers shouldn’t be afraid to use dynamic strategies to engage their audience. Without fail, these tactics will help you tell your brand’s story in a more compelling manner.

• Test your assumptions
• Add urgency
• Get approvals and photo releases

When you commit to dynamic brand storytelling, you stand out. The digital space is riddled with blogs, ads and content. Users and readers are constantly bombarded with uniform messaging, so it is vital for brands to find visibility solutions. 

In addition to making your brand more visible, brand storytelling can help build a tribe, rather than just a customer base. When brand loyalty is created, an ambassador is born, a passionate individual who will vouch for your products and services. When people think of Apple, they don’t necessarily think computers or phones, but bold creative that interweaves technology with our daily lives. Want more evidence? This study found that 92 % of consumers want ads to feel like a narrative, rather than a sales pitch.

We can all benefit from thinking creatively. However, sometimes it’s difficult to think outside the box we’ve created for ourselves via conventional messaging. If this sounds like you, don’t fret—we’re here to help. Our Digital Marketing Team is a collective of skilled storytellers, ready to lend an ear (and digital strategy, and email marketing, and web development, and social media and content and inbound marketing) to guarantee your story will be heard.

Learn more about our services today.