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Across civilizations, continents, and eras, humans have learnt and told stories. Religious stories that reinforce ethics, fables that teach life lessons - we have survived and thrived because of the stories we have told.
Even now in an era where almost any factoid can be found by searching online, we want a story. And stories are especially powerful in the context of selling products online. Consider the story told in a TV advertisement of how convenient, productive, and fun our day will be with the latest iPhone. That a new fragrance will magnetically attract and capture the lover of our dreams. How a vacation in Mexico will help us re-connect with our family and create lifelong memories.
A good product story shows us what life is like both with and without the product. The story stirs up discontent with our current state, and how that discontent would be repaired once we had the product in our hands. Sometimes the discontent is implicit - we feel the discontent because the story shows us that our life isn’t complete… yet. This is the most powerful form of selling, because it turns a low-level need into a visceral, gotta-have-it-now human response.
Story-telling is just for high-budget TV ads and glossy magazines - a story can also be told powerfully in your product description, FAQs, customer reviews or testimonials, and product images. An irresistible product story is told via your product photos, description and bullet-points which create and emotional response and move their mouse over the to that magical “buy now” button.
Imagine your ideal customer stumbling upon your product listing late one night while searching the web. Instantly, your product's value proposition connects with them - this is exactly what they've been looking for! They pore over every line of copy and click through every image, overwhelmed with a need to buy immediately, no matter the price tag.
That's a pretty appealing scenario, isn't it? Does that story make you urgently want to know how to make that scene happen? That's the end result that I (the story-teller) designed with that story: intrigue, appeal, and a need to know more.
An irresistible product story is told via your product photos, description and bullet-points which create and emotional response and move their mouse over the to that magic “buy now” button.
For our clients, we create and tell a story about your product which connects with their emotions, not their to-do list. Making a product story irresistible makes customers ACT.
