How to integrate the product introduction into the story

For many products today, the function of the general difference is small, but the popularity and market performance is a huge difference, one of the main reasons is the ability to tell stories. Products to make, but also to sell. The former is "demand to function", can correspond to the "product design" function, the latter is "function to selling point", the corresponding product operation, in fact, the latter is stronger.

Frankly speaking is the face of the user, what should be said, how to integrate product introduction to attract customers to the story. For example, also made a camera, how do you tell the user? One way is to say how many million pixels you have, the lens is a certain high-tech materials, the other is that you and distant relatives can contact the camera through the relationship.

The difference is that the latter is to talk about what the user has to use, can bring many benefits to users, users do not have any loss ... But some people can not help but "dazzle skill", must like the former say I have what function, I use what new technology, I am better than the competitor where ... What's the difference? It is true that one is a real user, and one is always talking about me.

So, how do you tell a story? Every story, elementary school we have learned, its framework is "time, place, character, the cause of things, through, results." Any impressions? The six elements of the narrative. Translation into the language of the product is:

Target users: people;

Scene: Time, place;

Problems encountered: The cause of things, demand generation;

Product/function: What happened, how we solved the problem;

User benefits: The results of things, with our products, how good.

Nnd, more and more things are found to be the same as the truth, unfortunately, when the teacher taught this piece of the time, often entrainment other purposes, do not let us tell the story, a friend told me the jokes, his primary school to write a narrative, said he raised a chicken, and then how to take care of the process, to help chickens solve a lot of eating and drinking Lazarus , the problem of running away from home, full play the wisdom of the masses, watching the chickens grow up, and finally, the family killed it to eat, he was very sad, but eat mouth feel good taste, Shing.

Over, more real story, a heartless little friend leap.

Unfortunately, the teacher thought he was too bad, Leng to change into a chicken, very beautiful, one morning, Golden Rooster began to crowing, facing the sun, he looked at the chicken, trance feel its silhouette into the great motherland map image, chickens are so, not to mention people, and then determined to do so.

Over, such a story can impress users? Oh, maybe I got it wrong. Who is the user.

Pull far, I want to say is that we have experienced too much similar education, always like to get up, play virtual. In the real environment, the user does not eat this set ah, forget those, honestly tell a small story, such as "Kung Fu Panda" kind, can let users for your products to pay, and then look at the above bold words.

Catch a question, say: what time (a day of ordinary working day)? What place (home far away)? What person (retired parents)? Wow, we have a long awaited question (I heard that Taobao is good, tried a few times, will stroll, can go through the pure mouse point, to find some things to buy, But the registration, the order of what will certainly not do), then how tense, horror, then, brush brushes, our products appear ("Call son buy", this product is what form, welcome to discuss), meow a microphone, neat, the problem solved, finally, xiaoming/Xiao Hong Ying Sunset, reluctant to go home ( The parents opened the door and saw the courier deliver the goods to their doorstep.

Finally, can not immune, I also a bit more. It is important to tell the user stories, it is important to impress colleagues, otherwise, how to persuade the boss, for the entrepreneur is the investor, give you the money to give you the time? How to convince a person to follow your sweat? How to convince a partner to tie you to a rope? Everyone says one of the key skills of a product manager is an unauthorized leader, Want to let others cooperate with you to do things together, not ability pressure, can let others agree with you. In a way, this is actually better than having authorized leaders, first, can convince a lot of people agree with things, the probability is always higher; second, the use of power to pressure people, is to let others "to do", and no authorization is to let others "want to do", anything, really want to do it well.