Nothing stays with us quite like a good story, whether it’s a childhood story a grandparent used to tell us or a book we recently read that we just can’t get out of our heads. A good story provokes thought and plays on our emotions, having a powerful effect on us.
Consequently, telling stories is an effective sales tactic that makes for powerful sales copy. Simply listing hard facts about your product such as price, variations, or production method won’t make customers engage with your product.
But weaving a story around your brand or product and placing your customer at the center of it captivates your audience on a deeper level. It breathes life into an otherwise flat concept, creating a connection between your product and your customer that drives sales as a result.
Just like a story in a book or a play, your product story or your sales email should have a compelling plot — a beginning, a middle, and an end to tie it all up nicely. Create a plot outline with your customer as the protagonist, for example, they’re facing an issue — perhaps they want to pay less for their energy, or they want to live greener — and your product is the knight in shining armor.
Your engaging, empathetic story will appeal to your leads’ and customers’ emotions.
Origin stories for products are always effective — where the idea came from, why your product matters, how it’s made, and so on. Similarly, telling a story around your customers’ needs and presenting your product as the solution helps your target market connect with your sales message.