Building a story
Product attributes alone rarely inspire prospective buyers, as they don’t convey emotions. Inspiration comes with a sense of a lifestyle, eliteness, craftsmanship, tradition, or anything else that may resonate with your clients. These ideas, by their very nature, can’t be communicated on a rational level; they require a compelling story that speaks to them on a subconscious level.
The key to creating a product’s story is forging a single strong idea that goes above and beyond the realm of rational product attributes, yet is directly connected to them, and represents an idea from the apex of your potential buyer’s desires and goals.
To arrive at the idea for your product’s story, distill the functional product attributes into a larger emotional essence; something that your potential buyers may take as a final subliminal push to acquire the property. A strong emotional story is the ignition key for all the communication parts to come together and create a cohesive and impactful impression. It adds the necessary depth to the communication and creates a sense of exceptional value, by alluding to larger ideals that potential buyers will want to transcend into.