How Storytelling and Selling Your Product Go Together

If you’re a really creative person who has decided to go into business to sell your products, it’s important to incorporate storytelling into your marketing process.  In most cases, no matter how practical or necessary a product is, it takes more than just displaying it to get customers to buy it.  People become loyal to brands for many different reasons, usually because they feel some type of a connection to the product or company.  The best way to spark that connection is through a story.  It doesn’t have to be long and drawn out, it just needs to be true and relevant to your product.

What was your inspiration?  Many people are intrigued by thoughts, activities or events that lead to a creation.  Think of the reasons that you were motivated to create a product or go into business.  Consider your product or business name.  Did you decide on them based on a child, pet or friend?  Chances are there is a compelling reason that others can relate with.  Share with potential customers what inspired you to go into business, make the product or give it its name.

How is it used?  With even the most common of products, it’s very helpful if you tell people how to use it.  Chances are, if you’ve made the product, you’ve used it yourself, so share that.  Stories are about painting a picture with details, so include the before and after of your mood, your surroundings, along with the steps of how to make use of it.  Selling a good product is easier if people understand all the different ways it can work for them.

Why buy it?    Your product may not fulfill a basic need like food, water or shelter, so sometimes it takes a little more convincing to get someone to purchase it.  This is where a third party’s story may be very effective in the form of a testimonial.  If people aren’t familiar with you or your product, knowing that others have used it and had a positive experience is a great selling point.

Stories can be verbal or visual. 
The other good thing about storytelling is that it doesn’t always have to be in the form of spoken word.  Pictures and videos also go a long way, especially with things like demonstrations.  If you are face to face with your target market, the situation may call for telling your story orally.  But consider how you can incorporate your narrative on your web site, on signs in your store or in other printed marketing materials.

About the Author

Ayesha R. Patterson is a business consultant, career coach, and author of The Subtle Shark: Redefining Career Achievement.  She has more than 20 years of experience in various leadership positions in the retail, production and service sectors.  She has managed multiple facilities, regions, and territories with responsibilities for 400+ and annual revenues in excess of $50 million.


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