Why Stories Matter When You’re Trying to Sell [Infographic]

Why Stories Matter When You’re Trying to Sell [Infographic]
New research shows that products paired with detailed stories are seen as more valuable than those with standard descriptions.
by Square Jan 30, 2017 — 2 min read
Why Stories Matter When You’re Trying to Sell [Infographic]

We all love a good story. We love to hear stories. We love to read stories. We love to binge-watch stories.

Stories entertain us. Stories move us. And as it turns out, stories also influence the value we put on things, according to a recent study from Origin, the consumer research arm of ad agency Hill Holliday.

In researching the influence of storytelling on consumers, Origin created a number of experiments in which consumers were shown products (from hotel rooms to art to wine) paired with either standard descriptions or detailed stories. The stories in the test included user reviews, a bio of the product’s creator, and fiction.

As the results in the infographic (below) show, the perceived value of products with detailed stories was consistently higher than that of products with standard descriptions.

As Ilya Vedrashko, SVP and Director of Research at Origin, pointed out to AdWeek, “That’s a lift on no additional investment.”

Does that mean you should trade out your descriptions for stories and up your prices?

Probably not without some testing on your part.

Maybe start by looking at the effects of storytelling on your sales. Try replacing your standard description for a single product (or maybe two), either in your online store or in your brick-and-mortar shop.

Watch the sales of that product over a month (or a week or two weeks) in your Square Dashboard, and compare it to the previous month’s sales of that product. Did you sell more with the new story description? If so, make a plan to rewrite descriptions across your products.

If you don’t consider yourself a writer or a storyteller, the idea of implementing these kinds of descriptions may be intimidating. Here are three things to remember when creating stories for your products:

Telling Takes Infographic

This infographic was first published by AdWeek

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