The Product Story
You can tell stories that relate to products. Your story could be how the product was developed, why it came into existence, a problem the product makers had to solve, or how a customer used it in a creative way.
A good example of a product development story is the one about the origin of the idea for the Sony Walkman. It started with a Sony executive who liked to listen to classical music on his long flights overseas. However, he hated dragging around a cassette player. He asked his engineers to create something smaller and more portable – and the Walkman was born. This is what gave us not only the Walkman but also, by extension, all of the pocket-sized portable music players we enjoy today.
One way to discover great product stories is to ask your customers to write the stories for you. This is an example of what’s called ‘crowdsourcing’, in which you turn some part of your content creation over to your audience. Crowdsourcing is a highly effective content marketing strategy because it gets your audience actively engaged.
An example of crowdsourced content is Patagonia's Worn Wear campaign. Outdoor clothing designer Patagonia asked its customers to send in their stories of the adventures they experienced wearing Patagonia's clothes.
People sent in their stories and these stories were featured online and in YouTube videos.
Just a quick question: How do you feel after watching the video? Any change in your 'know, like and trust' factor about Patagonia?
8 Lessons
Stories Your Market Will Love
Later we're going to look at story formats and the elements of a good story. But first, let's discuss what kinds of stories you can tell.
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