When buying a phone, what factors do you look at while choosing between an Apple and an Android? If it’s solely the specs, it probably wouldn’t matter where you buy from.
However, the majority of people, choose the brand based on the stance that they most resonate with. If you’re looking down at the latest iPhone right now which you will likely change as soon as the next one is released, what does that say about your identity? Why are you not only willing to pay a steep price for it but also defend and stand by it?
If you’re looking down and see an Android phone, what does that say about your identity? Do you consider Apple users to be pretentious?
The reason is that as users, we make our decisions based on the stories we believe in. That is the power of a brand with good story telling.
What is storytelling?
Storytelling is a way to create a brand presence. Essentially, you create a narrative to help you deliver your brand values that help customers connect with your product and business.
Emma Schermer Tamir, founder of Marketing by Emma, explains that apart from price, your brand representation and how it resonates with your target market is one of the few differentiators that businesses can rely on to grow a strong community of customers.
At the upcoming Global Sources Summit in October 2019, Emma will take a deep dive into the psychology of consumers and talk about how purchasing a product goes beyond just the use case and functionality of the product, it is a way for us to identify with a group that we’re a part of. As consumers, we seek out brands that tell stories we relate to and use those choices to signify our affiliations to ourselves and to others.
Converting your potential customer is just one of the benefits that come with storytelling. Customers are also more likely to remain loyal once they resonate with the company story.
Using a story that customers relate to, you can build a community that they can be a part of. For example, customers of Lush look to be environmentally-friendly and want a company that supports a zero-waste lifestyle. Being the only (or at least one of the few) company that not only offers this but promotes this lifestyle, they’ve carved out an entire section of the cosmetics market that will never switch to another brand even if the prices are cheaper.
Having a story also gives a clear direction for you and your team internally about what your business is about. It gives you a clear messaging so you always know what to put on your listings and how to promote. It also helps you understand who your customers are and how to target them in the most effective way possible. It also stands as a bearing for you when you decide to expand your business into more products.
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Storytelling is not some new-fangled marketing trend that will go out of style. It is a core component of branding. Emma states that there is no question of sustainability if you use stories as a strategy, but rather you should question how sustainable your company is if you do not use storytelling. It’s a consumer’s market right now because they have more choices and options for any given product. You are giving a potential customer a reason to choose you over your competitors.
Further, in a constantly evolving industry such as eCommerce, a story can help you evolve without losing your core business values. You can adapt without losing your footing which gives you a one-up over your competitors who will chase one viral trend after another.
A good story needs to be based on the business’ core values. You have to know not only your products but also what you stand for, what’s your USP, what customer demographic are you looking for, your tagline. These will help you create the perfect story to attract the right people. As Emma puts it, customers aren’t going to tell their friends your entire story but they will share the big takeaways that got them excited in the first place.
Authenticity is another important factor. Just like any other relationship, your relationship with your customer has to be built on trust, open communication and commonalities. As consumers become smarter, they are more likely to look past cheap advertising tactics and go for businesses that represent what they want or resonate with. Emma adds that stories resonate better when they’re authentic and honest.
Language is also a contributing factor. You want to optimize your listing without crowding it with your entire story. Space is limited and you do want to add on important keywords to the listing. You want to weave in your story so that customers are able to immediately pick out the benefits and values.
Meet Emma Schermer Tamir, founder of Marketing by Emma
At Global Sources Summit October 2019 Emma will present Using Psychology, Emotion and Story to Boost Conversions and Strengthen Your Branding. With so many metrics to maneuvre through and factors to consider, it’s easy to forget that the ultimate goal of any business is to create something that people want to purchase. When it comes time to assemble an Amazon listing, product page, brand story, etc., a lot of people find themselves staring blankly at the screen, unsure of what to write or how to deliver their message. She will be helping people take a step back from all of the numbers, data, and features, and discover how to communicate effectively to get people excited to click “Add to Cart”.
What is Global Sources Summit
Global Sources Summit is a 3-day conference for online and Amazon sellers sourcing private label products from China. The conference will be held 27-29 October 2019 in Hong Kong.
The Summit is co-located with Global Sources Fashion and Lifestyle trade show so you can also meet thousands of China suppliers at the same time.
Use the code SS100 for an additional US$100 off