A great product solves a problem, resolves a struggle, or fulfills a desire.
It tastes delicious without me having to cook. It sounds awesome while being affordable. It’s efficient, sustainable, stylish. It gives me a feeling of mastery or pure joy. Or whatever it is for your product.
Great products transform me into a better person. One who eats healthier, takes better photos, works with more focus, or makes better decisions.
Essentially, it gets me from point A where I still have that struggle to point B where my struggle is resolved.
It’s that transformation that great marketing stories capture. They give us the feeling of being seen with our struggle and they light us the path to a better future where that struggle is resolved.
Marketing stories work when the struggle is real and the path to the future is accessible.
They keep working when the product delivers on the promise.
