Lawrence Medina

When it comes down to it, most companies will believe that people want their product or service for the sheer fact that it exists. That they are the first—and if they aren’t the first, then they are the best product or service that is on the market today.

This couldn’t be further from the truth.

This form of thinking exists on higher levels and low levels for companies within every industry. You can also find it in start-ups. You may find someone who thinks that just because consumers are aware of their product or service, their sales will stay at the same level or continue on a steady increase.

This couldn’t be further from the truth.

Some out there may believe that slapping their logo along with a boilerplate message will garner them the attention and numbers they need to grow. That this is all a well-known or established company and this is all they will need to bolster their marketing efforts.

This couldn’t be further from the truth.

Industry has been at odds with the writing world. Believing that once their brand is established and their voice is created that all the copy and content they need will simply flow freely from its existence.

They will willingly ignore changing trends and tastes to rest on their laurels and take the path of compliancy. Where their brand and content will soon reach stagnation and eventually fall out of the public space.

The idea that once you reach a certain level of success you must forgo all creative and instead strive for pure corporate jargon, is a thought that exists for many brands. It is something that can creep into startups once they find their stride.

I must introduce a small caveat.

What is an Industry?

Any industry is simply the category under which the company or product exists within. For example, fast food chains fall under the food and hospitality industry. Drug companies will fall under the pharmaceutical industry, so forth and so on. What then do industry professionals rely on?

Industry Tends to Focus on the Technical

The main areas many industries focus on is the Technical. The technical exists for those within the industry and those who understand or can begin to understand how their products work. These technical experts know how their product or service works better than the back of their hand.

So, they must be able to write and convey their product efficiently to their audience, right?

Not quite. This is no back-handed compliment, but there are so many things that technical experts wish to say about their product or service… that, well they muddy their own waters.

This makes sense. Afterall, there is no one who loves their product more than the person who made it (save for Dr. Frankenstein).

You consumer however, will look at your product like Frankenstein’s monster if you only present them with a list of features with a couple of benefits sprinkled here and there. The consumer plainly and simply does not care about your product. They will only pay mind to something that benefits them.

How do you make someone care about your product?

Writing that Tells a Story

Give the people what they want. Tell them a story. What kind of story? Well, why not one about a given situation of scenario your customer or consumer may be in and how your product or service can help them out of it.

A Potential Scenario

Oh no! You’re caught between a rock and a hard place, whatever will you do?

Oh! That’s right, I bought the [Extending Stick] from the Tried and True Helpful Company ^TM! With this, I can now crawl out of this tough spot. How helpful!

What an Odd Situation!

It certainly was, but have you been caught between a rock and hard place? Probably many times and you’ve never had the [Extending Stick] on hand. How hard was it for you to get out?

Probably incredibly difficult. Maybe you’re still there.

Writing vs Industry

Industry demands that their products be sold and make waves within the communities they enter. This is because they love their products and know that their consumers will to. This sheer amount of love does not mean sales.

Compelling and interesting writing creates those situations where your consumer can learn to love your product as much as you do. People never know what they need and they never know when the situation will arise, where your product will help them out.

The writer creates that situation for you. Clean and simple storytelling, demonstrates how powerful your product is, by conveying a story.

Stories Told by Industries

Each industry requires a different story and approach. What works for one may not work for another. This is when people look to writers that have an understanding in their niche.

Fashion companies tend to create a story of how great or fashionable you will be in their latest pair of jeans. They tend to approach the route of popularity and/or comfort through their clothing.

Look professional, and trendy?

Technology companies sell people on the future. Things that were once thought impossible are now made possible.

What was impossible yesterday, is trivialized tomorrow.

Finance or banks, will sell you on how to grow your own wealth or do more with what you have. This is often sold through the idea of a secured future.

Looking out for your future, so you can enjoy more of today.

Storytelling is the Future for Industries

Writing exists in every industry, in fact, more and more companies are turning to storytellers to sell their products and services. Do you need a storyteller to create your products story?

If so, what are you waiting for? Reach out, let me help you discover your voice.