Sell More by Saying Less

Why Marketers Should Focus on Storytelling

Years ago, customers focused on the features and benefits of a product they were interested in. If they needed a new computer, they went into the stores asking about the features that were important to them: how fast was the processor, how much memory did it have, how big was the hard drive?

Today, there are far too many variables for customers to focus on individual features and benefits. Additionally, as consumers have grown more sophisticated, the need for a real connection has also grown.

Now when marketers lead with features or functions of a product with a little bit of those benefits thrown in, it sounds more like chest-pounding around the brand: talking about how wonderful the product or service is and how customers should just trust you and buy it. Messages like that don’t resonate; they don’t work because consumers aren’t as focused on features as they used to be.

However, when you tell a story and put your audience at the center of that story, your customer becomes the hero of your story. That’s becoming a very popular rule of thumb now for the brand’s story to be more about the customers than about the brand.

And as brands and marketers do this, they develop a deeper engagement with their customers because it helps them understand and empathize with everything their audience actually wants, as well as why it’s important to them.



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