Project copywriting going flat? Master the art of storyfinding

So you’ve been told you need to find the “story” behind your design projects. Sounds easy enough, but how do you actually go about discovering that story?

Whether you're aiming to get media attention or simply find inspiration for your upcoming blog post, you always want to uncover the heart of your projects in your writing.

Sometimes, it's easy to spot the main story. Other times, you might need to do some investigative probing to find the exciting parts.

There are a few key areas that you’ll want to explore when you’re trying to uncover the narrative behind your projects.

As you go through the process, you might find a pattern starting to arise that could be worth exploring. Or, you could discover that certain topics provide ample writing material. These signals indicate a promising direction to explore, so you’ll want to keep an eye out for them.

For now, let’s look at each area.

Understanding what the client wants

A great starting point for uncovering the story is to go back to the beginning. Reflect on those initial talks you had with the client. What were they looking for? How did they explain their ideas for the project?

Integrating your clients' story with your own has some clear benefits. First, it helps your writing connect with readers who might be thinking about hiring you. Second, it sets you up nicely to explain how your design solved your client’s problems. More on that later.

Exploring your design process

If there's one thing that sets you apart from the audience, it's your design expertise. Most of the time, your unique story unfolds in this very section.

Here, you have the opportunity to delve into your design process and reveal how you successfully addressed your clients' challenges through your creative solutions.

Consider the materials you worked with and the palette you selected. Or, whether you collaborated with anyone during your design.

Now is your moment to zero in on the finer points, contemplating all the distinct elements that came together to shape your design.

Looking back

After completing a design project, it's always a good idea to look back on it and reflect. What went well? What didn't go so well? What could you improve next time?

When you're trying to understand the story of a project, we suggest you do a similar kind of thinking. 

Consider what made this project different or more special than others you've worked on. How did your clients react when they saw it for the first time? Think about how the idea turned into the finished project and the whole journey that happened in between. Now that you have some perspective, you might just discover new story-worthy elements. 

Want to uncover the story of your project?
Download the workbook for free

We have developed an easy-to-use workbook that you can use to figure out the story behind your designs. It includes a set of 15 thought-provoking questions that will help you start thinking like an investigative journalist, and make your copywriting an absolute breeze. You can print it out, or fill it out directly on the PDF.