Using AI to write copy and content offers incredible productivity benefits.
But… AI output can feel dry and generic. It packs no emotional punch.
That’s why I advocate leading with a high level of emotional intelligence. At every stage of using these AI writing tools, ask yourself how to make the copy more emotionally engaging.
One of the easiest and most powerful ways to do this is to use stories. Everyone loves stories. And in the world of marketing, some of the most powerful stories are the ones that include some kind of customer transformation.
Customer-centered stories have a huge impact, because they are relatable. We see ourselves in their struggles and victories.
This is why stories can be such an impactful way to express Emotional Intelligence in your writing.
Let’s look at 5 examples…
1. A Story of Overcoming Obstacles
The Story: A fitness app company shares the story of a middle-aged user, Alex, who felt defeated by life’s stresses and had given up on staying fit. Through engaging with the app, Alex slowly finds a community, regains confidence, and completes their first marathon. The promotional content focuses on Alex’s emotional journey from despair to triumph.
Its Impact: This story taps into the universal themes of struggle, perseverance, and achievement. It emotionally engages potential customers who see themselves in Alex’s story, motivating them to take action for themselves.
2. A Story of Adventure
The Story: An outdoor equipment brand shares the story of Jamie, who took a sabbatical from a high-pressure job to hike across national parks with gear from the brand. The narrative focuses on Jamie’s self-discovery, the awe of nature’s beauty, and the realization of what truly matters in life.
Its Impact: This story taps into the deep yearning many feel for adventure, escape, and personal growth. It positions the brand’s products as essential companions in the journey towards self-discovery and a more meaningful life, inspiring potential customers to embark on their own adventures.
3. A Story of Contribution
The Story: A nonprofit organization shares stories of volunteers who impact communities through their service. In one promotion it focuses on a particular volunteer, Ethan, who helped build a school in an underserved community. The narrative explores Ethan’s initial doubts, the hard work, and the ultimate joy of seeing children learn in the new school.
Its Impact: This story underscores the emotional rewards of altruism and community service, encouraging readers to consider how they too can make a difference. It elevates the nonprofit’s mission, making it emotionally compelling to support or join their cause.
BTW – non-profits have been aware of the power of stories for decades. Almost all non-profit promotions open with a story of a real person in need.
4. A Story of Tradition
The Story: A gourmet food company tells the story of a family’s annual holiday gathering, where cooking traditional dishes together using the company’s ingredients strengthens family bonds. The promotional material emphasizes flavors, smells… and the inevitable family drama in the kitchen.
Its Impact: By evoking the sensory pleasures and emotional warmth of family traditions, this story connects with audiences on a deeply personal level. It not only promotes the products, but also the idea of the brand as an essential part of cherished family memories.
Sensory experiences… like taste, smell, and hearing, are a great way to separate your writing from AI. AI tools can’t smell!
5. A Story of Self-Worth
The Story: A skincare brand shares the story of Jordan, who battled with severe acne and the resulting low self-esteem. The promotional content details Jordan’s path to discovering the brand and how its products not only improved their skin but also restored their confidence and self-image.
Its Impact: This narrative taps into the emotional struggles associated with skin issues, making it incredibly relatable for many. By focusing on the emotional outcome of using the product, the brand positions itself as not just a skincare provider but a catalyst for personal transformation and empowerment.
There’s always a good customer story out there, waiting to be found.
These are simple stories of everyday life. That’s what gives them power. We feel those stories could be about us, in our own lives.
What I’ve shared here are a few examples of fictional people. But when you’re working with clients, you’ll want to ask them to find you real stories about their customers. That’s what makes stories relatable and credible… what separates this kind of promotion from anything written by AI.
The use of stories is just one of the topics I cover in my course on combining AI with Emotional Intelligence.
The course is called Futureproof Copywriting… It gives you the knowledge to use AI and then rise above and beyond what AI can achieve, by adding in layers of deep emotional intelligence.
Find out more about the Futureproof Copywriting course here…
