Christopher Murphy · 9 June, 2020
The best brands are storytellers, they know that stories capture the audience’s attention and they use them as a hook to reel you in.
WhenSteve Jobs unveiled the iPod, he didn't sell it as a revolutionary new MP3 player (yawn), he sold it as: "1,000 songs in your pocket." ¹
1,000 songs in your pocket is remarkable, a revolutionary new MP3 player is mundane and instantly forgettable.
When you build your brand, consider the stories you share.
The stories are the bait on the hook that catches your attention. The products – hopefully beautifully designed and made – are what reel you in (to continue the fishing metaphor).
I'm gathering examples of brands – large and small – that use stories as a core part of their messaging on this page.
As I gather this content, you might also like to take a look at my Paint a Product Picture and Share Your Process slidedecks on my Notist page, both explore the importance of product storytelling.
I'm a fully paid up member of Farnam Street, so Shane Parrish's storytelling has clearly worked its magic on me.
What I like about Parrish – over and above Farnam Street's great content ² – is the storytelling used in the site's biographies page.
I spent ██ years working for a three-letter-intelligence agency, starting as a ██████ and ending in charge of ████████████████.
Clearly Parrish had a lot of fun playing with the undisclosed aspects of his background when writing his biography. His use of **redacted text creates a sense of intrigue** while you – a potential customer – undertake your due diligence on the site's authors.
His references to working for 'a three-letter-intelligence' agency provide a hint. Perhaps it’s the CIA? Who knows. (It might equally be the DOE, slightly less intriguing, but a three letter agency nonetheless.)
Regardless of the agency, the seed is sown.