Why story telling is important for Product adoption?
As a PM, we need to wear the hat of a storyteller and tell a great and compelling story that would leave the audience spellbound and provide enough desirability quotient to make them try out the product.
Connecting with our target customers is akin to wooing a date. Here, we are the ones in search for a date and our customers are the potential partners. They will swipe right and match only if we have an interesting profile.
Even if we get matched, we need to emotionally connect with our customers for them to remain interested in us.
And how do we accomplish that? By regaling them with honest stories that appeal to them.
To borrow the opening line from Caz Bretts’ amazing article on Product Storytelling, “Good products have a clear vision. Great products tell a story.”
Knowing to tell a story is one half of the puzzle. Rest depends on how we tell the story.
Childrens’ drinks such as Complan, Horlicks, Bournvita etc. emotionally connect with the parents. They advertise that their children would have a nutritious growth by drinking their product.
Automobile manufacturers attempt to appeal to the frugal nature of middle-class consumers by advertising the fuel consumed per kilometer by their respective vehicles. Similarly, they appeal to the rich and ultra-rich by showing premium features in high-end cars.
Nowadays, digital banks highlight the ease of doing various transactions such as opening accounts, transferring funds, opening fixed deposits, etc. from the comfort of your homes without the necessity to go to the banks physically.
Each of them connects in some way or the other, with their target consumers.
So, how do we do tell a story? Is it through a Powerpoint presentation showcasing various data points and numbers? Sure. That could help.
But would a customer get enamored by graphs and numbers? I highly doubt that.
A customer will not get swayed by showing numbers on a screen. They will like the product by the emotional connect that they have with it.
Aristotle, the Greek philosopher, had long defined his Modes of Persuasion for speech giving. The same has been adopted to various other forms of communication such as writing, advertisements, etc. These three components form the core on how to influence an audience.
Art of Story telling
The story is the heart of the sale.— Matthew Pollard
Pathos
Every great story has a strong emotional hook that draws the audience towards itself and leaves an indelible impression in their minds.
If we want our customers to try our product, we need to tell an engaging story. Through the story, we need to let them know how our product is a solution for the problem that they are facing.
Pathos is also important while designing the product. It allows you to view the product from the customers’ perspective. It helps to understand their pain points and to address them even before launching it.
Ethos
You should convey the usefulness of the product without exaggeration. Any attempt, otherwise, would impact your credibility adversely.
Tata Nano is a good example of how wrong branding adversely impacts the sales and revenue of the company. It was only because of its’ existing formidable reputation and the high regards for its Chairman that its’ credibility wasn’t dented. But even that couldn’t stop Nano from not achieving its’ purpose. It has become a case study of how not to market a product despite its’ obvious usefulness to the consumer.
Having thorough knowledge of the product is essential. It ensures that your message is consistent throughout and leaves no scope for confusion.
Logos
You should use the story to build a logical argument to convince the audience about the usefulness and the irreplaceability of your product.
Build a compelling story by incorporating these three components in it. This would increase the chances of your success in persuading your customers to try, if not buy the product.
