The importance of product storytelling 🧵

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Welcome to "note to self" #15 focused on marketing & growth. 💻 

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Today we're discussing how storytelling can and should be utilised. Let's dig in 🍽

Storytelling - an overview

One of the most effective ways to market a product is through storytelling. Creating a narrative around your product can effectively engage your audience and inspire them to take action. Telling engaging stories is imperative for products today; the story about your business is more important than the features and facts about your business.

It's something Apple does so well. With the launch of the iPod, where existing and similar products in the market were clunky Discmans and CDs, Steve Jobs's familiar "1,000 songs in your pocket" quote resonated with millions of people ( within two years, the iPod counted for 15% of Apple's revenue), and while better products came to market after its release ( like Zune ), Apple had already captured the imagination of these people through their ability to tell a great story. 

While there are many things to consider when creating a compelling story around your business. I've outlined two here that I believe are important, that lie among many other important considerations.

The importance of storytelling

1. Identify the key values of your product and use them to create a compelling story

Use customer testimonials to add credibility and authenticity to your story. Customer testimonials are a powerful tool in any marketing campaign, as they provide real-life examples of how your product has made a positive impact on someone's life. Incorporating visual elements into your business can help to bring your story to life and make it more engaging. Video is a universal language.

This ties into the importance of "show, don't tell". Rather than tell people about the features of your product show them how people are using your product and demonstrate the quality of its features. Tell a relatable, emotional story about how your product has improved the lives of others. This not only helps to establish a connection with your audience but also helps to build trust and credibility.

2. A consistent narrative

Another important aspect of storytelling is to create a consistent brand narrative that resonates with your target audience. This involves identifying the values, beliefs, and aspirations of your audience, and aligning your product messaging with those values.

For instance, Apple has always positioned itself as a brand that values creativity, innovation, and design excellence. This brand narrative has been consistently reflected in its product messaging, which emphasizes the creative potential of its products, and the innovative features that set them apart from competitors.

Case Study: Patagonia

From the beginning, the company's mission was to produce high-quality outdoor clothing and gear while minimizing their impact on the environment.

To achieve this mission, Patagonia embraced storytelling as a way to connect with its customers and promote its products. For example, the company's catalogues often featured stories about the adventures of their employees and customers, highlighting the durability and functionality of their products in real-world situations.

In addition to its catalogs, Patagonia also used social media and other online platforms to share stories about its products and the people who use them. This included videos of climbers, surfers, and other outdoor enthusiasts using Patagonia gear, as well as articles and blog posts about the company's commitment to sustainability.

These stories helped Patagonia to build a loyal customer base, who not only appreciated the quality and performance of the company's products but also shared their values and commitment to the environment. This, in turn, helped to make Patagonia a successful and enduring brand in the highly competitive world of outdoor apparel.

In other news: 📰

-> Neuralink trials are 6 months away.

-> Blog/Pod/Video of the week: All in pod 106

-> Website/Tool of the week: Magic chat up line generator 

Have a great week!

Harry Arkwright