I recently read "Shoe Dog" the biography of the Nike founder Phil Knight. The next pair of sneakers I bought were Nikes. I felt so connected to the story that I wanted to bring a piece of that into my life. Today, your products can be copied within a couple of weeks. If you ever sold something on Amazon, you will sooner or later have made that experience. If all products do and look pretty much the same, what's the only thing that makes them stand out? With physical products that we sell online, we rarely have the luxury of letting our customers try the product before buying. 99% of online sales are based on trust built by the customers' information about the product. We are telling the product story through the descriptions, pictures, and videos we design. We have the opportunity to make the most out of this story in the eyes of our customers. Starting with the first ads people ever see and ending with the product experience itself, that should be worth sharing.

1. PRODUCT
STORY
MEETUP
get.pirateskills.com/product-story
Oct 14th 2020

2. PULLING YOUR
AUDIENCE INTO YOUR
PRODUCT STORY
1. Storytelling in E-Commerce
2. Better product stories & creatives
3. Align products & content creation
4. Grow organic channels with ads
5. Product Story – Q&A session

3. BEN SUFIANI
• Founder since 2008
• Growth Marketer
• Host of Pirate Skills
• Working and living with
Growth Marketing since
12 years now

4. STORYTELLING
IN E-COMMERCE

5. A story about shoes
build IN Vietnam?

6. A story about shoes
build FOR Argentina

7. Stories in
E-Commerce matter
• Forces to sell a worthy product
• Connects you to the purpose
• Let’s your product stand out
• Make it hard to copy
• Affords higher margins

8. Your anker in the
chaos of everyday life
halloklarheit.de

9. Your supplements
created by your hero
bodyip-nutrition.de

10. What touches you,
becomes part of you.
jeanlen.de

11. This book changed my
mind about storytelling

12. Clarify your message by
creating a BrandScript
mystorybrand.com

13. Find the story
in your product
• Which transformation is your
product providing?
• What’s the job of your product?
• Who the hero or the villain?
• How are you a guide for them?
• Which wrong are you righting?

14. #1
BETTER PRODUCT
STORIES &
CREATIVES

15. How to sell a nobrand
organizer for 279€ ?
manufactum.com/x47-personal-organizer-system-a5-a60498

16. Write a description
that captures the
imagination

17. How to write words
that capture the
imagination
Stay focused on the customer
Describe the transformation
Position your product between
the status quo and their goal
Write and rewrite until it’s clear

18. Shopify Guide to
Product Photography
shopify.com/blog/12206313-the-ultimate-
diy-guide-to-beautiful-product-photography

19. If I had to choose just
one supplement …
facebook.com/bodyip

20. With Canva you can
design anything.
canva.com

21. #2
ALIGN PRODUCTS
AND CONTENT
CREATION

22. There is no reasonable
limit as shown by …
hubspot.com/resources

23. Every product
deserves content
• Pictures
• Videos
• Descriptions
• How-To
• Slides
• Articles
• Interviews
• E-Books
• Courses
• Emails
• Ads
• Talks

24. KLARHEIT Calendar
as a Product Picture
halloklarheit.de

25. KLARHEIT Calendar
as a Product Video
amazon.de/KLARHEIT-Organizer-Terminplaner-
Notizbuch-undatiert/dp/B010KH13H6

26. KLARHEIT Calendar
as a How-To Video
youtube.com/watch?v=E53kFOngMIU

27. KLARHEIT Calendar
as an Article
halloklarheit.de

28. KLARHEIT Calendar
as a PDF Download
halloklarheit.de

29. KLARHEIT Calendar
as an Online Course
halloklarheit.de

30. Every product
deserves content
• Pictures
• Videos
• Descriptions
• How-To
• Slides
• Articles
• Interviews
• E-Books
• Courses
• Emails
• Ads
• Talks

31. #3
GROW ORGANIC
CHANNELS
WITH ADS
蠟

32. Use paid channels to
grow organic ones

33. Use paid channels to
grow organic ones
• Social ads can turn to followers
• Cost per follower < 0.5€
• Lead generation > direct sales
• Cost per subscriber < 2.0€
• Organic posts <> Paid posts
• SEM keywords <> SEO keywords

34. TURN
SOCIAL ADS
INTO
FOLLOWERS

35. Start an Instagram
“Follower” Campaign

36. Form your Instagram
Mobile App only

37. Choose a post
or a story

38. Send people to
“Your profile”

39. Choose your best
E-Commerce audience

40. Pick a Budget 10x of
your cost / purchase

41. Check followers in
your mobile app

42. Check sales in the
FB ads manager

43. COLLECT
EMAIL
SUBSCRIBERS
BEFORE THE
SALE

44. Give an incentive to
join your email list

45. Check the campaign
for leads and sales

46. 蠟BOOSTING
YOUR
ONLINE SHOP
WITH EMAIL FUNNELS
MEETUP
get.pirateskills.com/email-funnels
Nov 4th 2020

47. GROWTH
Content
Funnel
Analytics
Traffic
Conversion
Roadmap

48. GROWTH
MARKETING
WORKSHOPS
Master the Art and Science
growth.pirateskills.com
of Growth Marketing

49. PRODUCT
STORY
MEETUP
get.pirateskills.com/product-story
Oct 14th 2020