How to Use Product Storytelling

How to Use Product Storytelling

By Karen Barr

Are you wondering how to use product storytelling to boost your brand and business?

Now that you know the role of storytelling in marketing, it’s time to apply it.

First, remember that product storytelling should be used to create a buzz around your products, highlight key features and values, justify price structures, and build an emotional connection in a humanistic way.

In this article, we’ll go through step-by-step instructions on how to use product storytelling.

Let’s begin.

The Product Page

To truly sell your products, you need more than just a list of features. You need a captivating story that encompasses the product’s origin, purpose, design, and the value it brings to real people.

Most importantly, it answers your audience’s question: why does this product exist? Explain the why behind the price and the value beyond the features. Make the product’s story justify the cost, both logically and emotionally.

Equally important, customers want to understand how it can solve problems or enhance their lifestyle.

Here are some of the key points to include.

Why the product was created
Materials incorporated into the products
Specifics of craftsmanship
Design innovations and processes
Ethical/sustainable choices
How the product fits into the customer’s lifestyle

Use these points for all new products you feature. Then, it’s time to develop content that brings your customers and potential customers back to your website to shop.

These include:

Blog posts
Email marketing campaigns
Social media posts across all channels

Telling The Story Through Blogging

Blogging helps build a personal connection between your customer, brand, and products. Your blog post is not a sales page, so naturally weave the product into the storyline. Here is your chance to build a larger narrative around your products.

Let’s say your new summer sundress collection has just arrived. Write a blog post about summer fashion trends. Of course, this post will include sundresses and how to style and accessorize them.

Pick two or three sundresses from your collection that you want to highlight and pull them into the stories. Add clickable links to each one. This blog post will pique your customers’ interest in your products.

Email Marketing to Share Your Story

Next, create an email marketing campaign with three to five emails to promote your sundresses. Focus on a strong subject line so customers feel compelled to open each email. Take the story you created in your blog and adapt it to your email marketing campaigns.

Once your customers read it, it’s all about the Call To Action (CTA). Make it strong enough to entice them to click and be transported to your website—that’s where sales happen!