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Telling the Story of Your Product

by Pablo Sanchez

In recent years marketers have moved away from traditional advertising techniques in which they promoted the benefits of a product and urged consumers to purchase it. Instead, they are adopting storytelling strategies to engage consumers more effectively. Telling the story of your product and how it was invented is just one of many possible storytelling topics that your company can use. As you craft a video telling the story of your product, keep the following tips in mind.

Write a script

One of the most effective ways to create a professional video is to write a script, practice it, and make revisions as necessary before filming the video. Start with the bottom line on top (BLOT). Instead of building toward a big product reveal at the end, get to the main point right away. This practice ensures that consumers will get the message even if they only watch the first 10 seconds of the video.

When you’ve finished telling the story of your product and how your company invented it, don’t forget to close with a call to action. You can direct consumers to click on another resource for the given product, such as a tutorial video, or you can ask them to engage with your brand elsewhere, such as a Facebook page.

Keep it short

The video format allows you to convey a large amount of information in a short period of time. Take advantage of this format and keep the product story short. Resist the urge to share everything that you possibly can about the product. Stick to details that relate directly to the invention story. If viewers are looking for more information about the product, you can include relevant links in the description or at the end of the video.

Explain the benefits, not the features

Consumers are not watching a video about a product invention back story because they are looking for technical details about the given product. This is not the place to list off as many features as you can such as 1TB of storage or a 50” HD screen. Customers would rather hear about why they should purchase the product. How is it going to make their lives better? For example, if you want to talk about the substantial storage, explain how users can store all of their family photos and videos safely.

Leverage social media channels

It is easy to get caught up in creating the video and not think about how people are going to find it. If you have a large number of subscribers or followers on YouTube or Vine, you will get some organic traffic. However, it is important to share the video to increase exposure. Write engaging updates about the video and share it on Facebook and Twitter. Later in the month, consider writing a blog post about the same topic and embedding the video in it. Your blog should have social media sharing buttons so that users can share the posts with ease.

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