Writing tips


Can you remember any of the English texts you read in primary school? Maybe a story in the textbook…I still remember some of the stories in part.

A few days ago, an old friend visited during our many talks we started recounting some of the interesting texts we read in primary school.

Okon and Tinker were popular characters. Those in my time would remember Eze goes to school, Chike and the River and Raliat the Sugar Girl.

I am winking right now. Who will forget in a lifetime those interesting stories on the pages of the Longman English textbook?

I won’t forget Oliver Twist and Animal Farm in a lifetime.

Why can I still remember those stories? Because they had an emotional appeal. They created emotional responses.

Stories that affect our emotions stay with us longer than some boring, flat tasting stories or articles. That is what we see with articles that writing with facts. But good writers understand and know how to write such factual text into stories making us remember them better.

Boring stories are boring because they don’t carry the readers along. They fail to create interest and emotional response. You read them and immediately begin to forget them.

Stories with emotional appeal help people make purchasing decisions or at least remember your brand. Remember the saying; “People buy on emotion and justify with logic”.

Every time you tell a story, the first thing you should do is try to connect with your customer. You should make a move from product-centric storytelling to customer-centric storytelling.

The focus must always be on the customers if you are ever going to stand a chance of selling to the emotions of your buyers.

Create that emotional bond that holds them spellbound until they feel stupid if they don’t buy that product or pay for that service.

You may be saying to yourself; so, what kind of stories can I write.

Tell stories about your customers, your employee, about yourself, founder’s stories, experiences, etc.

In the end, find a way to tie your story with your product. Find that point where your story and your product meets.


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Sam Onaivi
Sam Onaivi is a writer and editor. Lock me up in a room with assorted biscuits, coffee, and a laptop and I will write my heart out.

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