Find more articles in this series here.
When you're shopping online, you've probably seen tons of products that just list what they do or what they have. It's like, "Here's a blender. It blends." But what if instead, the product description took you on a little adventure? That's where the magic of storytelling comes in, and it's a game-changer for selling stuff online.
Let's picture two friends, Alex and Jamie, both looking to buy the same thing, but from different websites. Alex finds a list of boring specs, while Jamie gets drawn into a story about the product. It's not just about what the product does, but how it fits into your life.
Can you guess who's more likely to buy? Yep, Jamie. And here's a little secret: I've seen this play out in real life, and the difference it makes is huge.
Here's the deal: a lot of online stores think that if they throw a bunch of features at you, you'll hit the buy button. But we humans love stories. They grab us, make us feel something, and stick with us. When a product description is just a list of features, it's missing a chance to really connect.
How to Turn Your Product Descriptions Into Stories
So, how can we make product descriptions more like stories? Here are some tips:
Talk About the Problem
Start by talking about the problem your product solves, but make it feel real. Say you're selling a rain jacket. Don't just talk about how waterproof it is. Tell a story about getting caught in the rain and how this jacket is like a superhero cape against the storm.
Use Real Stories
Next, bring in stories from people who've used your product. These aren't just reviews; they're epic tales of how your product saved the day. This shows that your product doesn't just talk the talk; it walks the walk.
Show, Don't Just Tell
Don't just list what your product has; talk about what it means. For that rain jacket, don't just say it has vents. Explain how those vents will keep you cool on a tough hike. Use words that let people really picture and feel what it's like to use your product.
Take Them on a Journey
Every product description should be a mini-story with a beginning, middle, and end. Start with the problem, introduce your product as the hero, and end with how it makes life better. This helps people imagine how they'd use the product in their own lives.
That's nice, but what does that look like?
Here are some examples of what this looks like in practice:
Example 1: Basic Blender |
|
|
Bad Product Description: |
Improved Product Description: "Unlock culinary magic with the TurboBlend. Its 5 settings and powerful 500W motor blend everything to perfection, from smoothies to soups. With a 6-cup capacity, it's your kitchen's new powerhouse." |
Example 2: Basic Running Shoes |
|
| Bad Product Description: "Running shoes with mesh upper and rubber sole. Available in various sizes." |
Improved Product Description: "Embrace comfort with SkyRunners: your go-to running shoes. Breathable mesh and a tough rubber sole meet to give you unbeatable support and grip, mile after mile. Your journey to personal bests starts here." |
Example 3: Basic Coffee Maker |
|
|
Bad Product Description: |
Improved Product Description: |
A Happy Ending
Storytelling in e-commerce isn't just about selling; it's about connecting. It turns a simple click into the start of a new adventure with your product. And remember, every time someone buys from you, it's the beginning of their own story with what you've sold them.
In the end, stories do more than just describe; they inspire, connect, and bring your products to life. So next time you're writing about what you sell, think about the story you're telling.
