This blog is for you if you wonder, How can I best answer consumers question, ” What exactly can your product do for me?”
Recently I worked with a leading global telecommunications company that makes several different types of products. My job was to work with the Product Heads and build a narrative around each product.
After a few days of work we all agreed with the Product narrative built around each product and then we went through this exercise of asking all the product heads, ” Why do you think consumers would buy your products?
The Product Head would say something like this
After a consumer has purchased something online and there is discrepancies on the transaction they dont have to go around trying to call the bank or the credit card company
-Its easy to install on the phone
-Its very reasonably priced
-they don’t loose money
Each of the product had a long list of reasons. After I looked at all the reasons provided to me over 4 days. I came to a conclusion that there are 2 key reasons emerging here irrespective of which product we were talking about.
Save me time
Save me money
I then started researching what are the key reasons consumer buy and my answer was in one of my fav author’s book which I had read a couple of years ago All Marketers Tell Stories by Seth Godin
Consumers covet things that they believe will
1. Save me time
2. Save me money or make me richer
3. Make me attractive
4. Matters to someone I care for
The fourth category Matters to someone I care for is something I have added based on my own experiences.
How can you use this information?
After you have finished preparing about your product story. Ask yourself which category you fall in and once you have identified it make sure you spell that out in your product storytelling
If we were to look at the reasons given by the product head earlier
After a consumer has purchased something online and there is discrepancies on the transaction they dont have to go around trying to call the bank or the credit card company – THIS IS ABOUT SAVE ME TIME
Its easy to install on the phone – THIS ABOUT SAVE ME TIME
Its very reasonably priced – THIS IS ABOUT SAVE ME MONEY
they don’t lose money – THIS IS ABOUT SAVE ME MONEY
This clarity on What exactly your product can do is an important element of effective Product Storytelling
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