Write Like You Mean It
How fiction writing shapes better brand copy
Introducing a new series: Write Like You Mean It
This series explores copywriting that goes deeper than clever headlines. It’s about writing with intention—understanding how words can carry a brand’s identity, shape emotion, and move people to action.
As a copywriter for consumer brands, and a fiction writer at heart, I’ve learned that great copy and great storytelling share the same foundation. Storytelling isn’t just for novels, it’s what turns everyday copy into something people feel. Every brand campaign begins with a concept—a feeling, a promise, and a story. Copy is how that story takes flight. From the first tagline to the final call-to-action, words become the thread that ties the visuals, strategy, and emotion together.
Because good copy doesn’t just sell a product, it builds trust, creates belonging, and reminds people what they believe in.
B2C Copywriting: How To Tell A Story Within Your Copy
Storytelling isn’t just for fiction, it’s what makes brand copy feel human. When you weave story elements into your marketing (a little tension, a bit of emotion, a clear resolution), you’re not just describing a product, you’re giving people something to connect to.
The Conflict
The conflict is what makes the solution matter.
Just like in a novel, conflict is essential to storytelling, even in marketing.
In fiction, without tension, we stop reading. The same goes for copy: without a clear problem, there’s no reason for the reader to care about the solution.
In just a few sentences, whether through digital or social media marketing, we need to establish the tension (the problem) and the resolution (the solution). That’s what keeps people reading.
The Copywriting Parallel
In fiction, conflict drives the plot.
In copywriting, conflict drives desire.
The “problem” is your reader’s obstacle—the thing your product helps them overcome. What problem are you solving for them? How will your product help them feel the relief, joy, or confidence they’ve been searching for? When you define the tension clearly, you invite your audience into a story they recognize as their own.
The Story Arc for B2C Copywriting
The Setup: Who’s at the center? (Hint: it’s your audience—the consumer. Knowing who your “reader” is isn’t optional; it’s essential.)
The Conflict: What problem are you solving for them?
The Turning Point: Hint at a new possibility.
The Resolution: Show how your brand solves the problem and fits naturally into their story.
Feeling: What lingers after they read it?
The Takeaway
In fiction, we can’t simply skip to the ending—it’s the journey through conflict, change, and resolution that makes the story worth reading. Copywriting works the same way. You can’t rush to the “buy now” moment without first helping your reader feel why it matters. When you honor the story structure, your marketing becomes more than messaging, it becomes a narrative your audience wants to be part of. You’re not just selling a product; you’re helping someone move from problem to possibility.