Writing product stories, case studies and content in general around your product has one overarching purpose- convince and convert. You want the customer to read, get wowed and be interested to contact you if you’re a B2B player. Or simply be convinced to buy if you’re offering a product for direct sales. This is what you need to make your product story successful. You would typically use a persuasive tone designed to convince and build trust.
Many Startups and small businesses start by having a product-centric view describing features and benefits. There’s a great attempt at giving customers reasons to choose. Is this compelling enough? Many of us forget that most purchasing decisions- B2B included- are emotional, not necessarily rational.
How could you do it differently? Here are some ideas!
How To Make Your Product Story Successful
1. Develop a customer centric view
Here are some questions you need to ask yourself, before you start:
Who is your consumer?
What are the challenges they face?
How does your product alter their lives?
2. Create an emotional narrative
Stay genuine and true to what your customer is going to find beneficial. Creating something emotional may need you to describe and address the whys of what your consumers are feeling. Here are some starters:
How does the customer feel before he/she experiences your brand promise?
Hint: A sense of relief, satisfaction, empowerment, awe, ease…
How would they like to feel when he/she experiences the product?
Hint: Satisfaction, delight, amazement, fulfillment
3. Build trust and share social proof
Most of the times the step from conviction to conversion is a big leap in the sales funnel. Why does your consumer choose you over your competitors? Often the answer lies in trust built over a period of time, or just social proof you’re able to share. Some starters could be:
How does your product compare to competition?
Hint: See this amazing and super detailed example from SumoMe and Icegram
What sort of social proofs can you share?
Hint: Testimonials, social follower-ships, press mentions, industry postings/ endorsements, case studies?
4. Share the end goal
Most companies usually tend to forget about the end goals and do not reiterate the importance of sharing the end goal of what the customers should expect. What’s going to happen if your consumer buys into your experience?
Don’t just tell them the information, show!
Hint: Share testimonials from how your past customers have benefitted, describe your program/ product details to the T!
5. Be consistent
No product story deserves to stay ONLY at some random back page of your website. Share the same stories consistently on all your channels from social media to blogs to emails to physical retail (YES!) and even packaging. Keep it consistent and do not disappear. Show up so that your customers know that you’re interested in knowing them, and having them convert.
A real world example of a great product story!
Because I did mention the physical retail and packaging, here’s an example I recently saw from my grocery shopping experience!
Here’s a California based wine company, which chose to share its “wine story” in a handwritten note (designed) format on each bottle. Usually wine bottles may contain ingredients, descriptions about them but these guys have a whole new approach and share a story. You can bet that among all the stock in the shop, this differentiated and made me pick it up. Not shocking is it?
I may or may not agree with the humor (see post below), but you can bet they did their part just right! They know their consumers are wine drinkers and perhaps compare them with French wines. So they go out there and talk about French wines and share how they’re different. Plus you’re also made aware of how the wine came about. It makes the product approachable to a whole new level and aids recall. Don’t you think?
There are plenty of other companies that work on this philosophy. Think of Kate Spade with their “imagine the possibilities” pamphlet sent out with each order. Or the story behind the red soles of Christian Louboutin shoes, not to forget the amazingly packaged Apple products. How do YOU feel as a customer? More importantly, how would you like your customers to react?
Tell the product story that your customers want to hear.
Share your challenges and experiences with me, and do not hesitate to get in touch if you needed help!
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