Stories are what we use to find meaning in our lives, which is why in content marketing, posts that manage to connect with readers often get shared the most.

As with any story, however, there’s a right and not-so-right way of telling it. For companies doing blogs, marketing copies, and other content for marketing, it’s easy to fall into a pattern of storytelling.

Since you want to connect with readers, however, you might want to avoid a few writing concepts in telling your brand’s story.

The Killing of Clarity

Just because your business is in an industry that uses a lot of technical jargon doesn’t mean you should, too. Some copywriters think that good copy has to be layered with complex and detailed information—because a simple copy is just too vague to be effective.

Jargon and other complexities is the content marketer’s burden, not the readers’. Simplicity is about making your message accessible, and it is not the same as dumbing things down.

Include a few technical terms if you must, but be sure to strike a balance.

The Flight of the Supersomething

Too many brands believe that great stories should make them look like a super hero, or at least an organization that stands out from everybody else. They take a great, simple story and blow it up to make the narrative more “awesome”.

Stay true to your brand and marketing message. While you may use some poetic license, stretching the truth is never a good idea. The truth in your brand copies is never too ordinary to be meaningful.

Ending with a Smile

Marketing copies and content that end with an economic benefit makes for a boring ending. Telling customers that your product or service will help them save on time, money, and other resources is all too often a tired, overused, and ineffective ending.

Concentrating on the rational, economic benefit of your offers is great, but it would be better to also share about how your product/service will change people’s personal lives. What will money allow them to do to achieve credibility, fulfillment, recognition, and other non-material things?

The audience has human needs, and it’s your job (through the copies you make) to find out what these are and to share stories that speak to these needs.

The Cloak of Corporate Veil

People care about people, not companies. You can’t talk to or thank a company.

Great copies should be told through the lens of a person: a loyal customer, a dedicated employee, or a dependable partner. Narratives of other people with similar values, challenges, or situations—those are what connect with people.

Whether it is for your website copies, company blogs, or articles for syndication, great content writing should be anchored in a human story. At Spike Interactive, our content writing services do just that. We craft write-ups that appeal to the readers’ emotions and encourage them to do something.

Get in touch with us today and see how the right combination and presentation of words can do wonders for your brand and company.