Key Takeaways:
Today’s companies are catching on to the power of storytelling for marketing results. For you, the digital copywriter, this presents three big advantages:
- You get paid to help clients establish and maintain a unique competitive advantage in their markets.
- Through your storytelling skills, you bring your client’s solutions and benefits to life in ways that attract more prospects and purchases.
- You’re the human writer companies need for storytelling (vs. AI)!
Let’s see what all this means for your freelance-writing business.
A few months ago, marketers on LinkedIn went into a frenzy about a Wall Street Journal (WSJ) article declaring this:
“Companies Are Desperately Seeking ‘Storytellers’”…
Why is this big news? After all, stories have always been a core part of marketing.
If you were around in the 1970s, you’d see stories about Timex watches being strapped to motorcycles, construction machinery, and even lobsters, and performing perfectly afterwards. “Takes a licking and keeps on ticking.”
Throughout the ages of advertising, companies have been using founder stories, customer stories, inventor stories, and so forth.
So, what’s the big deal now? Why is there a new sense of urgency around hiring storytellers for marketing?
Tara Ford Payne, USAA vice president of communications and public affairs, said this about storytellers in the following WSJ article excerpt:
“It’s so much more than a copywriter,” Payne said. “This is truly bringing to life scenarios, situations, and opportunities to advocate for our members.” A USAA storyteller might write a guide to mental-health benefits, she said, or help work some real-life experiences into an executive’s speech.
A growing number of today’s companies are catching on to the power of storytelling, and they’re seeking storytellers right now.
One final note from the WSJ article: “The percentage of LinkedIn job postings in the U.S. that include the term ‘storyteller’ doubled in the year ended Nov. 26, (2025), to include some 50,000 listings under marketing and more than 20,000 job listings under media and communications that mentioned the term, according to the professional-networking platform.”
Oh my goodness. What a major opportunity for you, the digital copywriter!
Let’s look at three big freelance-writing advantages as a storyteller.
Storyteller Advantage #1:
You’ll get paid to help clients establish and maintain a unique competitive advantage in their markets.
Every company has competition and an ongoing need to stand out so potential customers choose THEM. Stories can showcase the major benefits of choosing a particular product or service in authentic, engaging ways.
For instance, GoPro — the company that makes high-quality action cameras anyone can use on the go — certainly has competition. But their use of real customer stories has helped them become a category leader, inspiring potential customers to capture their adventures on video anywhere. Just check out a few of their YouTube videos and you’ll see amazing stories coming to life.
Any company can use stories. I once wrote a veterinary B2B story about the invention of an ergonomic dog-bathing tub that saves the backs of groomers, veterinary teams and other professionals. It’s quite a compelling, benefit-rich story. Best of all, that system has a patent, so no other veterinary-equipment company can offer that solution!
It’s quite likely that most companies don’t have a skilled storyteller on staff or even in their freelance vendor pool. That’s why there are so many job postings right now.
This is where you can shine when talking to potential clients.
Storyteller Advantage #2:
Through your storytelling skills, you bring your client’s solutions and benefits to life in ways that attract more prospects and purchases.
Every business has a treasure trove of stories, if you know where to look. Work with your clients to uncover stories from many angles and voices. Here are a few sources:
- Customer success stories (aka case studies)
- Founder(s) stories
- Inventor/patent stories
- Staff dedication/service stories (going above and beyond)
- “In the field” sales stories (which benefits won over the buyer)
- Behind the scenes “how it works” stories (showing an ingenious solution)
As you write these stories, be sure to focus on the benefits or outcomes a potential customer can enjoy, too! This will boost sales, and your clients will love you for that.
Storyteller Advantage #3:
You’re the human writer companies need for storytelling (vs. AI)!
When it comes to stories, AI falls short.
AI tools simply can’t conduct personal interviews with your clients and their different constituents to bring stories to life.
These tools can’t sit down and have a heartfelt conversation, pick up on clues or threads that make the story truly compelling, listen with empathy, follow up with deeper questions, come up with ideas for take-aways that benefit the reader, or infuse drama with rich details.
These are all invaluable human skills companies need, which is why so many storytelling-related jobs are out there these days.
(A word of advice: You can use AI to shape your story outline after interviewing someone… but always bring your own creativity and skills to the final effort.)
Resources to strengthen your marketing storyteller skills and role
As a DigitalCopywriter.com member, you have all kinds of resources to boost your storytelling know-how. Start with a search for “story” or “storytelling” on your dashboard to find results like these pictured here.
In addition, look to classic direct-response sales letters with unforgettable stories, including the decades-winning Wall Street Journal letter and the John Caples masterpiece, “They Laughed…”
Finally, think about the brands you buy from. See if you can identify stories behind those brands and why they resonate with you. For example, companies such as LL Bean, Apple computers, and Nike have unique, instantly identifiable stories that have shaped their mission and connected with customers.
Your storytelling advantages as a freelance writer
I’m hoping this article has inspired you to talk with clients about bringing their stories to life.
You have all the tools to be an incredible resource for them. And right now, it looks like they need you big time in the vast sea of competition!
So, what’s your big takeaway from this news? Share your questions and ideas in the comments.