Ignoring brand storytelling will make more e-commerce sites fall victim to this mistake.
Brand stories are not for preschoolers. Customers love to hear good stories, so if your website does not tell your brand story, you have lost a great opportunity to interact with your audience.
Apple tells a story every time it releases a product, and people buy its products because they want to be part of this story.
Try to share the “Why” with your customers, that is, why your customers need to buy your product? How to reflect it through your copy?
Take them “behind the scenes” and let them see the most original, unreserved, even a little “ugly” beginning of the story, and how the story develops.
You will be surprised at the number of customers who email you or @ you, and they will leave a message saying that they resonated with your story and bought your product.
Here is a suggestion: don’t make up stories. Take some time to think about why you started this business in the first place. Think about the hard times. Write down your story. Don’t make it up!
Another way to use storytelling is to share customer stories, or customer “social proof.”
Why do your customers love your organic baby food brand? Does your product make feeding easier for parents? Can you reassure parents that their children are eating natural foods without chemicals?
Share customer stories on your homepage, “about” page, blog, and even in product descriptions. In short, using “social proof” to tell stories is a great way to make sales without using marketing rhetoric.
It’s not easy to write e-commerce product copy that incorporates brand storytelling, or a homepage that makes customers resonate and willing to pay for it.
The key is: the relationship between your customer and you.
When you are writing product descriptions, you need to treat the writing process as if you are talking to a real customer. Just like you are selling a product to someone in person, you need to use your own authentic tone and gesture.
Show them what benefits the product brings to them, fully mobilize their senses, and let them go through a wonderful “journey”.
Understand their goals and solve their concerns and problems.
Share your brand story, your “Why” (concept), your passion and your vision. Talk to your customers sincerely, and your conversion rate will naturally go up.