Brand storyteller: Copywriter in the digital era

The digital era has completely changed how people access new information. Unlike in the previous centuries, all the features of television, radio, and newspaper are integrated into one device called smartphone in this 21st century. The communications and advertising industry is also changing drastically under the digital era, followed by new demands for innovation and improvements to traditional methods.

Content is still King. However, nowadays, the King needs more help from his courtiers to reign the throne. Brands are shaking hands with different more specialized partners in different sectors, ranging from social media management, statistic analysis, customer service, consulting, production, to public relations. Brands now need a storyteller who can link all of these pieces to a complete story. This role used to belong to a communication strategist, but once many people started to join the game, brands need a skillful conductor who can connect each person’s analysis and ideas in to a flawless and satisfying story.

To deliver an appealing message, brand storytellers in the digital era need to keep in mind the following rules.


Personalize message for target audience

You need determine your target audience, their interest, their “pain points”, and how to relate those information to your products. Put yourself in their shoes to understand their daily life, their passion, their anxiety and trouble. Once you’re able to do that, you’ll be able to touch the heart of the audiences with your content.

For instance, if brands target new moms with stories of sleepless night then the message wouldn’t come across! What every new moms wish for is a peaceful sleep after looking after the new born child. Tossing and turning at night sounds so impractical.

Each content should only aim for one group of target audiences. General-topic articles seemingly-applicable-for-everyone-but-actually-belong-to-nobody would be deemed as irrelevant and boring by customers, and eventually be ignored.

 “Value-added” from useful information

In the digital era, the key success for copywriting is to create worthwhile content with useful information for the audience. When readers found informative answer to their problems in your content, they be interested in the brand and would revisit to learn some more.

Explaining is better than listing

When the world is overflowing with information, no one would remember your product if the content simply lists product’s characteristic while missing out detail explanation on why the product is necessary. Whether you are directly targetting customers’ pain points or not, when introducing a new product, answering “Why” is no less important than answering “What”.

Emotion is the main seasoning

A successful content should awake emotions in readers. Once the consumers love your contents and associate that to themselves, they will be willing to purchase the product. Emotion is always more persuasive than a tedious list of statistics.

Neptune oil was very successful with the campaign message “Về nhà đón Tết, gia đình trên hết” (Gathering for New Year, family is above all) throughout many seasons of lunar new year. This advertisement relates to homesick feelings of expatriates, and reminds them of the traditional family union warmth during new year’s eve. It’s just hard to say no to such an emotional message.

Emotion is the main seasoning of every dish – even though it’s little, the taste of the dish depends on it. Therefore, brands should convince the audience to trust and acknowledge the brand’s fanpage as a friend or colleague. Then, it’ll be easier to convince them to try out your new offers.

Choose the correct “tone of voice”

Storytelling is an subtle art. A lot of people can write a story, but few people can TELL a story, and even fewer can make it interesting. Copywriting is the most powerful tool to tell a story about a brand. Remember to choose the right “tone of voice” that reflects the brand’s personality and that suits the target audience’s preferred voice.

Can you imagine a high class brand for businessmen using teen language for their advertisement? That’s when you realize the importance of using the right “tone of voice.”

Think like consumers

Brand storytellers tend to make mistake by placing the brand above consumers. When choosing a key message, don’t forget to put yourself in the shoes of your consumers to learn about their interests, motivations and values. Tell them what they want to hear rather than the brands want to say. Consumers will find it difficult to reject such kind of content.


Nhung Do is currently a copywriter at EloQ Communications. She has more than 10 years of experience in writing, teaching, and content creating. Her first book is “Fox fire in the sky – 100 tales about Finland”, which presents her best cultural experience in the hometown of Santa Claus.

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