Transforming Product Listings with Storytelling

Whether you know a little or a lot about selling products on Amazon, you’ll know that success doesn’t happen on its own. With millions of products and almost two million brands vying for attention, it’s not simply a case of adding a product listing and hoping for the best. When it comes to Amazon success, you need to ask yourself, what’s your brand story?

There are many digital storytelling examples in marketing, but few are as important as those seen on Amazon. In such a crowded and competitive landscape, it’s not enough to have a few elements of digital storytelling, you need to go above and beyond to create product listings that really resonate with your target audience.

Below, we’ve taken a look at why brand story is important, and how storytelling can take product listings to the next level online.

What is Storytelling in Marketing?

There’s a lot that goes into an Amazon brand strategy, but storytelling stands out as especially important – and for good reason. It’s used a lot in marketing, as a way to communicate a business’ message, values, ethos and benefits to customers.

Whereas other forms of marketing tend to focus on sharing the facts and figures – the functional aspects of a product and the key product features – storytelling involves creating an engaging story that connects with the target audience on an emotional level. With so many businesses and products, standard marketing messages rarely pack a punch. Storytelling in marketing turns seeing a product listing into a memorable experience.

How to Use Storytelling in Marketing

Knowing the importance of storytelling for Amazon products is one thing, knowing how to use storytelling in marketing is another. There are brand storytelling trends that come and go, but some things always need to be considered when you’re figuring out how to build a brand story with your Amazon product listings.

• Understand Your Audience – Before you start deciding how to build a brand story, make sure that you know your audience. Think about who your target market is and who your likely customer is going to be. Think about what they are looking for in a product and what pain points they need to solve. Then tailor your storytelling to them.
• Create a Strong Brand Story – To successfully use storytelling for Amazon products, you need to convey your business’s mission, values and what makes it unique. For example, if you are focused on innovation, make sure that is reflected in your brand story as a whole. It’s much easier to persuade someone of your Amazon product innovation if they already know you are an innovative business.
• Give Each Product Listing a Unique Story – Even if you sell a lot of similar products, no two parent SKUs are exactly the same. That is why each product should have a unique story, highlighting your customers’ problems and how the product will solve them. Instead of simply listing the features of a product, tell a story about how buying that specific item is a solution to a problem.
• Use the Right Language – As is the case with all forms of storytelling, storytelling for Amazon products relies heavily on language. It’s important to use descriptive and emotive language, as this helps create a strong description of what a product can do for customers. There are many products on Amazon, and describing something as “great” isn’t enough. You need to choose words that grab shoppers’ attention and highlight what makes a product special.
• Highlight the Product Benefits – Though it’s important to share information about the features of a product, this is only half the story. You also need to focus on the benefits, and how the product will improve their lives. Instead of generically saying that a product has “this and that,” give real examples of what it’s capable of and how it can add value to a customer’s life. Storytelling is about how a product can add value to a customer’s life.

The Benefits of Storytelling for an Amazon Listing Product Description

There’s no denying that Amazon is a competitive marketplace. With more than 353 million products, ensuring a product stands out isn’t an easy task. But, storytelling can make a significant difference. It’s a way to grab consumers’ attention, going beyond simply promoting a product and hoping shoppers pay attention. It boosts engagement by sharing a story around the business behind the product – such as where the idea for the product came from, or how the brand has grown in recent years – creating an emotional bond with potential buyers. This connection encourages customer loyalty, as shoppers feel more invested in the business as a whole. It increases the chances of them advocating for the business and recommending a product to loved ones.

Plus, it’s much easier to remember a story than it is to remember key stats about a product. This helps customers to recognise a product, increasing the chances of the business becoming the ‘go-to’ option when they need a solution. In a market as crowded as Amazon, storytelling helps product listings stand out.

Capture the Attention of Customers with Storytelling for Amazon Products

Rather than blending into the millions of other products available on the marketplace, storytelling – as long as the story is unique and interesting – differentiates the business and its products from competitors, highlighting its history, values and authenticity. However, this can be hard to achieve without the expertise of a brand storytelling agency. When it comes to product listings, storytelling persuades consumers to make a purchase. Looking at any successful storytelling examples, it’s clear to see that a good story helps explain the benefits of the product alongside why you should buy from that business. Get in touch to find out more and learn how Amersify can shape your Amazon listings.