An article in The New York Times looked at the links between the neuroscience of the human brain when exposed to fiction and more successful marketing. Calling it the “value of fiction”, the article explained that detailed descriptions, linear narratives, and language that activates certain areas of the brain (regions connected with the sense of smell, visuals, and symbols) can be used to empower marketing and sales. This is vital information if you are selling jewelry online because it demonstrates the need to use storytelling as part of your sales tactics.
Storytelling to help Sell Jewelry Online
What we mean is this: Almost all designers have a story – and not just the information that might appear in an “About Me” part of a profile. Your story relates to the actual designs you create, the materials you choose, the themes of your pieces, and more. A single line of your collection may have a specific story to relate, and the power of fiction makes it vital that you use these details for selling jewelry online.
For example, your choice of raw semi-precious stones, hand-hammered metals, and loose lines and curves may relate to your love of flowers, water, or something else. What is it? It is your job to tell this story to your potential buyers.
The Keys to Effective Storytelling and Selling Jewelry Online
How? As a jewelry designer interested in selling jewelry online, you have to keep three specific concepts in mind when you set out to tell your story:
- Keep it short
- Keep it linear
- Keep it visual
While getting into a lot of details is tempting, to succeed in selling jewelry online you need to grab your viewers’ attention, give them a clear narrative, and use the “show rather than tell” idea that empowers so much material on the Internet. Images are a natural when selling jewelry online, but you can use them to illustrate your story far more effectively when you understand how the mind responds to fiction.
And just what types of fiction will you have to use when selling jewelry online? Is it a “once upon a time” sort of fiction? It can be, but as one marketing expert reminds us, “one of the primary factors in consumer arousal, interest, and adoption of new products is the ability of the product to answer the question, ‘Why would I use this?'” (UXMag)
Why would your potential buyers opt to invest in one of your pieces? What is it that wearing your work would say about them? These are the concepts that you must keep in mind as you develop your sales messages, marketing content, and promotional language.
Don’t just string together some facts or descriptors, i.e. “this hand-hammered, silver bracelet is casual enough for work but distinctive enough for formal events…” when you can tell a story with just as many words.
For example, what sort of emotional connections can you create to tell a product’s “story”? How can you take the facts of this product and put them into a context that provides a brief, visual, and linear story the will effectively sell your jewelry?
To stick with the example of the silver bangle, you might have created it after watching rain hit the surface of water, and that is the story to tell. “Reminiscent of rain dappling a still pond, this hand-hammered bangle in pure silver…” It really can be that simple.
As a creator or designer of jewelry interested in selling online, you need to also wear the hat of chief story teller too. What sort of stories can you weave around your pieces to help your buyers find the items they desire?
NYTimes. Your Brain on Fiction. http://www.nytimes.com/2012/03/18/opinion/sunday/the-neuroscience-of-your-brain-on-fiction.html?pagewanted=all&_r=1
UXMag. Why we need storytellers… https://uxmag.com/articles/why-we-need-storytellers-at-the-heart-of-product-development