The art of storytelling is a timeless one. It enchants and mesmerizes the audience, leaving them with more than just a lingering association with the plot and characters of the story. A well told story is remembered time and again. It not only makes the audience think, but also feel. In other words, the art of product storytelling requires the use of both logic and emotion, and the ability to express them.
Understanding the Importance of the Art of Product Storytelling, the effectiveness of a tale to communicate a message is unsurpassed and should not be underestimated. The human brain can only focus on a few things at a time. To engage it effectively and to ensure that it focuses on the things you want it to, a good story must be woven. It must be a story that the target audience relates to, and connects with.
A Connection with the Target Audience
Product storytelling is based on the target audience is addresses. Thus, a story created for customers would be unique and quite different from that for stakeholders. Similarly, businesses that sell to other businesses would want to create a different plot and storyline.
To create an appropriate theme, it is essential to first identify the overall goal or objective. Once the ‘big picture’ is clear, one needs to gain a good understanding of the target audience and the way they think and react. The product that is being sold will need to be portrayed as the protagonist that makes the customer’s life easier and better.
The purpose of product storytelling is to first make a connection with the target audiences, and ultimately improve sales of the product. The story cannot be just about the product but in fact how it makes them feel. Storytelling is all about imagery. And these images must be easy to identify with, and the audience must feel an association with them.
Clarity is Crucial
Sometimes brands may spend thousands of dollars on marketing and advertising, and still miss the mark. This is usually due to a lack of clarity in the storytelling. Every story needs a clear plot, a goal and a solution. It should be clear how the product offers a solution and helps the plot reach its ultimate goal.
It is said that people may forget what you said or did, but they will never forget how you made them feel. This should be the basis of product storytelling. The art of storytelling can be learned and refined, and the focal point must be the target audience and their experience with the product.
No Comments