Everything is Story II
7 simple examples of how to tell a compelling product story
At different junctions in my journey as a content creator/marketer, I have been asked to sell something — a water bottle, thermos flask, bubble gum, food, a lot of things… and every one of those opportunities helps me see that you can’t sell the what of a product but the why and how of that product.
It is simply not enough to list the fancy stuff a product can do but how it will help your customers. You need to tell your customers: “Hey, you have a problem, and the only thing that can save you is X.” There’s no better way to say this than with a story.
Stories are the lifeblood of any conversation. It is the exact way you can tap into your customers’ emotions until they trust you even with their money. It is all about the narrative you tell with your product or brand — the impression you can create. This is lesson business owners must be able to learn.
Let me let you on with a little secret: people know that you are gunning for their money when you choose to sell anything. They know, and well, they accept that one way or the other. But, people are selfish, and they only end up laying their monies on products/brands that make them feel better.
In a simple statement — make your users feel valuable; they will buy from you.
But, how do you tell a story with your products/brands?
You are probably selling books or jewelry or tech products, and you are wondering, “Hey Dami, where is the story in what I’m selling?”
Well, simple answer? The best way to sell is to tell a story about your customers. Help them feel valuable, satisfy a need, solve their problems, share your journey with them. They will buy into your passion/solution.
How does this work?
7 Ways to Tell Compelling Brand/Product Stories
1. Connect with your audience with inspirational content.
Forget the fact that some people don’t like the “inspire to perspire” thingy. Sharing inspirational content is one of the most authentic ways to connect with your audience.
Inspiration content doesn’t have to be some overboard thing of hyping people to do the impossible. It can be as simple as sharing stories about real people in your life and your customers’ lives. You can share quotes or conversations from influential individuals that your audience adores or a book that inspires you, or affirmations that will empower your audience.
If you can inspire your audience on a different level, they will come to trust you and pledge loyalty to your brand/product.
2. Fun is sometimes the way to go
People love fun, so whether you are a humor personified brand or not, sometimes you should get personal with your customers. You are allowed to be funny but don’t lose your brand values as you do this. You can share funny videos and leverage them to sell yourself. You can ask funny questions that will get them to engage or make sarcastic comments. However, be careful, understand your audience and never cross the lines of your brand values.
3. Show behind the scenes
Tell stories about how you what do you do. What makes your product unique? How much do you put into your product? Your audience is interested in all these things. Show them things like market days, creating process, what it looked like vs. what it is now, and more.
4. Share stories about and from real people to stir emotions
The next time you want to convince people to buy from you, start with what people say about you.
Why do you think many sales copy or landing pages spend a large amount of their space showing proof after proof that their solution works? Remember, the idea is to dissolve every iota of skepticism.
5. Sometimes data works magic
Educate people about your product and create a story with your selling point. Let them know this is what data says, this is what will happen if…, and this is how we can help. Use data to back up your suggestions and leverage storytelling to persuade people. Sometimes when good numbers collide with storytelling, you get into an unstoppable profit spree.
6. Create something with your audience
Have you seen “Skinny Girl in Transit,” “The Olive,” “The Men’s Club”? All of these are web series sponsored by GT Bank, Access Bank, and UBA, respectively. All of these brands have found a way to create something that interests their audience. Yours doesn’t have to be web series; it could be a session you have with your audience that allows them to ask any question — like your own chill time with your audience.
The idea is to get your audience to be comfortable with you.
7. Share stories about the faces behind the product/brand
If you haven’t been doing this, you should start now.
Products do not just surface; there is always someone behind the creation. As often as you want, show the faces behind the brand to your audience.
But you don’t want people to tag you with the brand?
People like mysteries, but sometimes it is not that deep. For instance, if you can’t show your face on your Instagram feed, show it on your stories. It is just to help people feel your brand’s human side and know that they are not interacting with robots.
As much as telling stories matters, how you tell them is what is most important. I hope you found these examples helpful.
Have any comments/questions, please share them in the comment section. Pleasssse share with someone too.
P.S. I didn’t plan for this to be a series, but here we are…read Part I here.
