I think most of us can personally relate to a situation where we were instantly sold on buying certain products because of a story.

Story delivers a very unique kind of informative experience in the way that a listener wouldn’t probably get turn off even if there is certain amount of hype hidden it.

As opposed to selling via the product itself, story brings a listener into an imaginary space where they are actively participating in the “selling” process as they can better relate to the characters/ideas/products within.

Take for the example of an antique, the higher value ones usually have a background story attached to it. For example:

This piece of antique was on its way to Europe where the merchant ship that was holding it got waylaid during the 16 century naval wars. It was found in a sunken ship somewhere in the south china sea.

Product features are kind of dead (Can still matter to the 5% of the crowd) but they transform into something real and alive when introduced through a story.

So, try using a story to introduce your product/service/idea and see if it makes a difference in getting your point across in the future.

Don’t Sell Us a Product, Tell Us a Story is a post from: You Teck's Blog