I recently read a piece by a marketing expert about how a story is more effective than statistics in selling a product. I couldn’t agree more. To expand on that thought, it’s important for the story to be backed by a solid product that is equal to or exceeds the perceived value for the customer. If you have both of those things in mind, sales are set up for success. But how do we get to that point?
For many years I worked for a branded beef company that has a great product as well as an amazing story to tell. The product has a lot of scientific data to support what a great eating experience it will be to the end user; however, if only scientific data were presented, the product would likely not have achieved the success it has. What really was amazing was the combination of the telling of the story of the product quality, while linking it to the story of the farmers and ranchers producing the product. This grabbed the interest of the customer and eventually led them to try the product. That company continues to use this amazing model to successfully market high-quality beef around the world.