If like me you were a child of the 80’s, you’ll remember Jackanory. In fact, it’s still going strong today.

But what does Jackanory have to do with healthcare copywriting? In a nutshell: Storytelling.

Telling a compelling story that draws your audience in, engages them and leaves them feeling they’ve spent their time wisely is as relevant in a children’s storybook as it is in a detail aid.

Even the driest of medical facts can be engaging if you weave them into a story. You just need to find a narrative that your audience will respond to.

Easier said than done, I know. But while we’re on the subject of audience, it’s worth keeping in mind that even the most respected consultants and key opinion leaders are, at the end of the day, just people. Individuals with hopes and dreams, desires and personal preferences. Just people. And people love stories. Some people like a good thriller, others a bit of romance. Some people will tell you that they only read non-fiction or that they only read autobiographies. It makes no difference – they’re all still stories in one shape or form. History? One big story from the dawn of time. The theory of evolution? The story of how we came to be here. Politics? Lots of stories if you look hard enough.

So my advice to any budding copywriter out there is to find the story. Dig into the data, read up on patient experiences, absorb the guidelines, digest the brief. Immerse yourself in the subject area and before long, you’ll find your story.

Go looking for inspiration and it will find you.

Just like this lovely website.

(and here’s one of our favourite Jackanory tales…)

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