It’s an odd concept, isn’t it? How can your product become a story?
Let’s put it this way – if you can’t tell the story of your product, there’s very little chance it’ll sell. And we know this, because we all buy products that are sold to us with a narrative behind them.
Think about the last personal item you bought – there will have been a story behind it. The way it would likely make you feel, the need it would fulfil or the long-held desire you’ve had to do something that would finally become a reality once purchased. Those are all stories.
With that in mind, it’s time to start telling stories about your product. And, as you’d expect, it relies on great copywriting.
Here are some brilliant tricks of the trade.
Don’t delve too deeply into features and benefits
Features and benefits still play a vital role in product marketing, but they’re not the be-all, end-all. If your product page simply has a bunch of bullet points that list the things it does and why each one will be of use, why should anyone add it to their shopping trolley?
Rather than telling your audience what the product does, write the story around what people can do with it once it’s theirs. Just remember to include keywords from your search engine optimisation strategy, too.
You developed each product feature for a reason, and that reason is the basis of the story.
Some of the best product stories come from the people who have already used them.
If you’ve been selling your product for a while and have a bunch of great reviews or customer testimonials, use them on your product pages.
When real-world user experience and feedback is combined with your own product storytelling, you’ll have a compelling web page that makes it almost impossible for people not to engage.
Use case studies
Beyond user reviews and testimonials, a great way to tell the story of a product is to do a more in-depth case study.
A video interview with a customer, along with footage of them using the product is a powerful way to tell its story and again demonstrates to potential customers that the words in your marketing campaign aren’t hyperbole.
This is also a great way to fuel your pay-per-click (PPC) campaigns with user generated content!
Think about the ‘feel’
When writing descriptions of your product, keep in mind how you want the customer to feel once it’s in their hands and they’re experiencing it.
We all buy stuff based on how it makes us feel. We want purchased items to make us feel good, more productive or as though we’re improving our abilities in a particular area.
The best product copywriting is so descriptive about the ‘feel’ on offer that potential customers usually experience it – before they even buy the product in question.
Write to one person – not an audience
When you read a book, you feel like it’s been written for you. The best authors are acutely aware of this, which is why the words they write are tuned to make you feel as though the story is for you and you only.
The same is possible with product marketing. Think about your customer personas, and write your website copy as though you’re talking to that one person. It makes the buying experience feel personal, and the story intended for that person only.
Are you ready to tell the story of your product? Use our tips above, and your website copy will come alive for the people who stop by!