Strolling through city streets, a customer decides to enter an unfamiliar store when its window display catches their eye. When it comes to online shopping, what factors drive them to visit a site and make a purchase?

To attract consumers, besides having an attractive website and a functional, well-made e-commerce platform, it’s important to know how to tell your product’s story online. This is where storytelling comes into play.

Telling your brand’s story allows the customer to get to know the company and choose it, enabling the company to stand out even in a fragmented and crowded market like that of websites. Competitive prices, promotions, fast and secure delivery, unique products, and good value for money are important, but what really sets you apart from the competition is creating an emotional connection. So, how do you emotionally convey who you are, what you do, and what you sell?

# Narration

If your business deals with products that you don’t think have emotional content, such as tools and work equipment, telling a story allows you to link that product to a feeling or memory in the consumer’s life. You need to find the emotions that drive them to purchase.

# Authenticity and Variety

Repeating the same ideas and stories is a storytelling strategy to avoid, as it has more negative than positive effects, causing a loss of credibility for the brand.

The audience should always be surprised with something that keeps their attention high, with messages that are relevant and useful, providing information, interesting or entertaining content. Offering value to customers makes them more likely to return.

# Demonstration

Besides telling a product’s story, which can be seen as a simple marketing act, an effective way to convince customers that the product is designed for their needs and problems is to show them how it can solve them, improving their lives.

Becoming a great storyteller requires a lot of practice and exercise, testing different strategies and evaluating which ones work for your type of business and which do not, analyzing the results and changes in consumer interests.