Telling a story as a business might not feel quite right. After all, you’re not an author!
In reality, it doesn’t matter that you’re not a literary genius, and this blog certainly makes no assumptions that you’re capable of penning a bestseller. It simply assumes you know how to tell the story of the new product you’ve been working on…. which you may then seek to tell the story through a creative product promo video brief.
Beyond the features and benefits of this new invention or service there lies a story, and that story will help you sell more units than you ever thought possible.
Here’s how to develop the story in time for your product launch!
Get the tone right – immediately
You’ll be aware personally that the first few moments when you interact with a product are the most important. They set the tone for the rest of your time with it and will either make or break expectations. Wether the medium is an animated video or corporate video production, this is very important.
What’s the first thing you want people to know or feel about your new product? Welcome them warmly and, immediately, demonstrate the killer feature that will change their lives for the better.
Make your product the hero of the story

Every great story has a hero, and a product launch is no different.
This is why we increasingly see product promotional videos and adverts that could just as easily have come from Hollywood.
In this particular movie, the hero of the story is the new product. And, just like any movie hero, you want everyone to love it and want to get their hands on it immediately.
With that in mind, make sure every element of the story talks up the best features of the product and discusses it in glowing terms. Put it on a pedestal, because it deserves to be up there!
Make it suspenseful
Another trick you can learn from Hollywood in order to keep people coming back for more is to introduce suspense, anticipation and the all-important cliffhanger element.
You can do this by showing just glimpses of the product, and cutting away before too much is revealed. You can also talk about the best features but avoid showing them – instead promising that further detail will arrive imminently.
Introducing suspense into a product launch is also a brilliant way to start organically building an email marketing list – ethically. People who are drawn in by the story behind the product will absolutely want to know more and will therefore likely be inclined to sign-up to receive future updates.
Use conflict and resolution
This might sound like an odd one, but it’s actually a brilliant tactic when marketing a new (or existing) product.
You’re answering a question, or solving a riddle for people with this new widget, service or piece of software, so make sure the story behind it includes tales of the conflict they’re currently experiencing and how you can resolve it.
If an element of their life is probably chaotic until they find your product, or if an element of their business just won’t thrive until they get their hands on your new service, paint the picture vividly. People will quickly warm to you and realise you have their best interests at heart.
Wrapping up
Telling stories is fun, but developing them from a marketing perspective is even more exciting because it should result in a captivated audience who will, one day, lay down their hard earned money on the thing you’ve spent so long developing!