A lot of people think a story comes after a particular journey. As in; “ I did something. Now I tell people what I did and how it happened.”
In business, it often helps to take the opposite approach and use the story to define and guide the journey. This approach offers infinite adaptation to buyers needs and situation. It also helps non-buyers select themselves out of the conversation – continually making your process more efficient.
Early in my career, I sold high-end haircare exclusively to independent salons. Representing 40+ different shampoo formulations across multiple brands gave me a deep dive into how branding influences every aspect of sales – from selling into salon partners to their sales to guests at retail.
Here is a fun example:
A: A 10oz shampoo and conditioner pair that retailed for $250. By itself, this product pair was exquisitely packaged and provided absolutely unbeatable performance on all accounts. It was regularly featured in key magazines as a ‘Best Product’, and routinely used by many by top celebrities.
Yet it did not sell.
Not until we wrapped it up with a story that gave it the proper context and changed the narrative of the purchase.
The fundamental story was that this was a luxury treatment where women could enjoy responsible self-indulgence at home once each month. It involved an uninterrupted, quiet and relaxing soak in the tub with a good book – maybe a glass of wine. It was an experience that was good for the body, soul, AND HAIR that had many positive impacts.
They were buying the idea of the experience in the comfort of their own house over the next 12-18 months. The product was simply the best tool for the job. Salon partners rarely kept inventory on-hand, and simply special ordered it for guests, or had indulgence parties. Most purchases were made as gifts for birthdays, anniversaries, and Mother’s Day.
B: The same manufacturer also offered another pair of shampoo and conditioner that retailed for only $50. It too was recognized across the industry as being high performance and positive impact on hair, was made with some of the exact same ingredients, and had an amazing fragrance.
The story with this was very technical and factual in a way that supported its luxuriousness. We talked about how each of the key ingredients were selected because of their health benefits and the avoidance of artificial fragrances. With just one use at the salon, guests could feel and see the difference … and bought this as their everyday product. It was difficult for many salon partners to keep it on the shelf!
My approach to marketing today is based on using brand stories to communicate value to ideal audiences and let them feel good about their decision. The details of the stories reflect strategy and design and situational relevance
David R Frick 
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