sly : marketing

Help your customer imagine


What does it feel like to eat ice cream during the summer? You’re outside; the warm breeze, the birds, the sound of the ocean and that cold taste of the ice cream in your mouth.

Now, you’re out walking.

Look and notice the details in your surroundings. You might spot a fake deer, or the cold November rain. The details are what you’ll be using to help your customers imagine what it would be like to …


You own an iPhone. Listening to music. Being online – everywhere. The apps. Video conferences. You decide; you’re in 100% control and you’re feeling free – finally.

You’re making the story. But, help your customer imagine what it would be like.

It’s not just about the facts anymore. It used to be like; the iPhone can store 10.000 songs. It has 9 hours of battery usage. It’s black and it weighs 6.07 ounces. That doesn’t do much to help the customer imagine anything.

The story starts when the person is on a crowded bus with or without the iPhone. What would the difference be?

The story starts when the person is out with his friends; what would he be doing with the iPhone?

The story starts at work. How would the iPhone help organize her day?

Create a story that resonates with your audience. Help them imagine what it would be like…

8 responses to “Help your customer imagine”

  1. Tim Bonner says:

    We all need to be great storytellers in this online world Jens.

    I used to have such a vivid imagination as a child. If I could go back to that time, I’m sure I’d have so many more ways to create a story than I do now.

    When I see something I want, I always imagine how my life would change if I had it. You’re right, based on how well the product/service is portrayed to me will entirely affect my decision.

    • Hey Tim,

      Me too. I had a vivid imagination, and that’s exactly what I’m trying to remind myself of. It’s no reason why I should stop being a creative storyteller even though I’m a lot older and know how society (and life) is. I believe that’s part of the problem. We know how things are suppose to be, and we don’t allow ourselves to think outside the box.

  2. Josh says:

    The ability to paint a picture for the customer and have them fill in the blanks is of paramount importance for a business.

  3. Andrew Stark says:

    I have a post waiting to be written called “Facts Tell, But Stories Sell” which I think makes the same point as this post. With the internet you can find out all the dull information about a product, but most of the time it’s the review’s from friends that will make you decide what to buy.

    Having personality and engagement is a must have in today’s digital era.


    • That’s an awesome title Andrew. If I buy something without reading a review, I am usually buying to test it first. Most of the time I listen to my friends, or I read a review online before buying.

      If I’m traveling, I read reviews on Tripadvisor.

  4. Hi Jens, You always do an amazing job of showing us with a story, illustrating the point of this article. Your stories are incredibly powerful and this article is no exception. I find I think back to your stories often, such as the story of your favorite pizza place. If you had just told us about your pizza place I am sure I would not still remember much about it.

    • Thanks Carolyn. I really appreciate your feedback. They’re part of the reason I keep writing.

      At the moment, as I’m writing this, I’m in Denmark on vacation with my family. By the way, I didn’t eat pizza today 🙂

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