You can shout from the hills all day long about how amazing your product or service is, but there is so much competition out there that it is difficult (even rare) for you to stand out from the crowd.
There is no meaning in a product description, but there IS in the story behind it or the company that developed said product. Our brains process information in story-like patterns and words into meanings. So when someone tells us a story, it reaches more than just the language center of our brain – it activates other senses.
Invite People to Experience Your Product Through a Story
This isn’t a “Once Upon a Time” scenario, but more of a mini-documentary or biography. Remember the VH1 show Behind the Music? That show brought so much attention to artists who were long forgotten and it triggered huge music sales. Why? Because we (the viewers) engaged on a deeper level with that musician or band, felt connected, and wanted to be part of their story somehow.
Yes, there are absolutely instances of huge companies that do not tell their story in the way that I’m describing. They simply have a tagline that includes sensory words to trigger your interest. Then they repeat the phrase everywhere you go so that you can’t forget.
“Mmm Mmm Good”
“Melts in your mouth, not in your hands”
“The Happiest Place on Earth”
Customers want to hear about why the company or product exists, the way the founder feels about the product, the first-ever store opening or sale made. Those small moments in time will take people from liking a quality product or service to connecting with it and becoming loyal.