I never set out to be a copywriter—I didn’t even know it was a job. Back then, all I knew was that I wanted to work on my own terms. I dreamed of having my own space, setting my own hours (even if now, it’s more 5-9 than 9-5), and building a life that fit me—not the other way around. Journalism seemed like the best bet to get there.
In journalism school, we were drilled on the importance of answering five simple questions: who, what, when, where, and why. Every article, every pitch, every feature started there. And now, as the owner of Green Ink Copywriting, I see how this timeless framework applies to so much more than just news stories. It’s the foundation of every great brand story, too.
Crafting a compelling brand story isn’t just about selling—it’s about connecting. It’s about showing your audience who you are and why you do what you do. Here’s how you can use those five classic questions to create a story that resonates.
Who: The People at the Heart of Your Story
In journalism, we always started with the “who.” For brands, it’s twofold: it’s about you and your audience.
Your Audience: Who are you speaking to? Whether it’s small business owners, SaaS startups, or local creatives, you need to know their goals, pain points, and dreams. Your story should speak directly to them—like you’re sitting across the table, not shouting across a room.
Your Team (and You): Don’t shy away from telling people who you are. Are you a small, scrappy business? A lifelong creative? Share the human side of your business. People connect with people, not logos.
I’ve seen this time and time again with clients. The more they open up about their “who,” the more their audience leans in.
What: Your Core Message
“What” was always the meat of any story we wrote. What are you trying to say? For your brand, this means honing your core message.
At its heart, your message should:
Reflect on your mission and values.
Solve your audience’s problems.
In my experience, clarity trumps cleverness. Don’t try to overcomplicate it. Whether you’re a sustainability-focused brand or a tech startup, keep it simple. When your message aligns with what your audience cares about, you don’t need bells and whistles.
When: The Moment It All Began
In journalism school, we learned that timing can make or break a story. The same is true for your brand.
Your Beginning: When did it all start? Share the moment you realized you had something unique to offer. Maybe you were frustrated with cookie-cutter copy and knew you could do better (like I did).
Why Now Matters: Tie your story to the present. What challenges or opportunities does your audience face today that you’re uniquely equipped to help with? This gives your story relevance and urgency.
Where: The Context and the Stage
Stories need context. Where does yours unfold?
Your Roots: Is your business deeply tied to your local community, or does it have a broader, global focus? Maybe your brand has roots in a small town but serves clients across the country. That’s a story worth telling.
Where It Lives: Your story doesn’t just live in your about page or blog. It’s in your social posts, your emails, and even how you talk to clients. The more consistent and authentic your story, the more it sticks.
Why: Your Purpose
The “why” was always my favorite part of writing stories. It’s where the heart is.
Your “why” is what drives everything. Why did you start your business? Why do you care about your clients’ success? If you’re clear on your purpose, everything else falls into place. For me, it’s simple: I want to help businesses tell their stories in a way that feels real and relatable.
When your audience understands your “why,” they don’t just buy your product or service—they buy into your mission.
The Journalist's Tips for a Great Brand Story
Start with the Truth: The best stories come from a place of authenticity. Share your real journey—the struggles and the wins.
Know Your Audience: Speak their language. If they’re busy entrepreneurs, keep it concise. If they’re creatives, let your personality shine.
Paint a Picture: Use details to make your story vivid. Show how you’ve helped clients or the impact your work has had.
Evolve with Time: Your story will change as your business grows. Keep it updated and reflect your current state.
Wrapping It Up
Whenever I work with a client, I return to those five questions I learned in journalism school. They’re the backbone of a story that resonates. They keep you focused, clear, and connected. So, take a moment and ask yourself: who, what, when, where, and why.
The answers could transform how your brand shows up in the world.
If you need help putting your story into words, Green Ink Copywriting is here for you. Reach out today at heather@greeninkcopywriting.com/
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