Feb 16, 2022
966 words | 3 minutes
By: Petr Maur
The ancient art of storytelling has been proven to be an effective way to capture the imagination of an audience for hundreds of years. But digital storytelling is a relatively new concept. It combines oral story-telling, written work, powerful visuals, strategic film techniques and the abilities of modern digital tools to resonate with viewers. Entrepreneurs are using this modern pitching approach to gain a competitive edge when launching their concepts. Done well, the viewer can be drawn in and, ultimately sold on your product.
What is a digital storytelling? Digital storytelling is a short story created by combining a recorded narrative with images (still or moving) with music or other sounds.
Why should entrepreneurs use digital storytelling? Communicating the value proposition of your product or idea is not always easy, but it is critical to get this right. Digital storytelling can make all the difference when pitching your product.
“Not everyone is gifted with words but communicating the value of your product is absolutely key. You want someone to understand the need your product or idea satisfies, whether that is a client, customer, stakeholder, or investor.” – Petr Maur, Graphic Designer; Videographer; Photographer, Bayview Yards Prototyping Lab
1. Define your product’s value proposition
Begin by answering the question “why does your audience need the product you’ve designed?” Communicate your value proposition in a clear and concise way, define what unique benefits your product provides consumers, and explain the specific pain points your product resolves. Connect the value of your product by communicating how it addresses the buyer’s problem.
2. Feature social proof and product testimonials to build credibility
A powerful way of converting potential clients into customers is through unbiased third-party recommendations. According to Nielsen and Roper Reports, 92% of all consumers report that a word-of-mouth recommendation is the main motivator behind their purchase of a product or service. Consider featuring satisfied clients who will share their experience through video testimonials. Make client testimonials even more impactful by creating case studies that tell the story of how your product has impacted them.
3. Differentiate your product from competitors
It is important to understand the competitive landscape and where your product is situated comparatively. Consumers are faced with a multitude of products to choose. Knowledge of comparable products and competitors’ marketing strategy helps to craft a compelling message that resonates with your audience.
4. Use professional pictures of your work
The age-old statement “a picture is worth a thousand words” remains true. The advantage of professional product visuals, using state-of-the-art tools and processes portrays your product concept in the best light to investors and stakeholders. 90% of online buyers say that photo quality is the most important factor in an online sale. Fine tuning the look of your product is an important investment in the journey to launching your product.
“By using quality photography and videography, entrepreneurs elevate their product or brand. You can easily see the difference. Presenting your idea in a polished and professional way can make all the difference.” – Petr Maur
5. Highlight conclusions from your focus groups
Many entrepreneurs conduct focus groups to test their prototype and get valuable input that informs their design strategy. By assembling a sample group of your intended audience, you can gather qualitative data including impressions, pain points, and experiences with your product. There are many creative ways to share findings that shows investors and stakeholders that you’ve been thoughtful in your approach to building your design.
6. Showcase your proof-of-concept prototype in action
Show your audience how your product works by including a demonstration. A product demo video shows your audience how your product works and validates its use case. It also builds trust with stakeholders.
7. Document the evolution of your design
The road to developing a quality product can be long with many iterations to the design, build strategy, etc. Your initial concept evolves considerably as you test, learn what works or what doesn’t, and what requires adjustments. Storytelling is a good way to show your audience the challenges you’ve overcame through the development process. Share what you’ve learned and what you’re proud of.
8. Create mini commercials or teaser videos
Short and informative teaser videos are an effective way to generate product hype and engagement. A quick and energetic clip that efficiently tells your story and grabs the viewer’s attention aids in the launch of your product. A creative mini commercial generates curiosity and pitches your value proposition in a snapshot that leaves the viewer wanting more!
9. Include brand elements for a more polished look
Tell investors, consumers, and stakeholders that you’ve thoroughly considered the presentation of your product. Take it to the next level by introducing brand elements in your digital storytelling. Achieve the wow factor that can give you the competitive edge when convincing stakeholders to invest in your idea.
10. Answer your consumer’s questions
Anticipate the top questions your audience will have when learning about your product and answer them. Consumers can be reluctant to purchase for several reasons. Interview consumers directly or pull insights from focus groups to determine what aspects of your product require further explanation and then create a video that responds to those unanswered questions.
Discover how digital storytelling will position your product for success in the eyes of investors and stakeholders. If you want help wow-ing investors, stakeholders or potential customers through digital storytelling, the Bayview Yards Protoyping Lab is where you can bring your ideas, product and brand to life. Our team of experts are here to help you along your journey. Let’s discuss your vision today.
About the Author
Graphic Designer; Videographer; Photographer, Bayview Yards Prototyping Lab
Petr brings over 20+ years of experience in photo and video production, including filming, editing, and sound and graphic design. He relies on a suite of commercial grade tools and technologies to bring clients’ stories to life and seamlessly integrates branding guides into the advanced prototype manufacturing processes. Petr has many years of experience in the arts and entertainment industry. He has worked as a stills photographer on commercial film productions, a music video director and a graphic designer for independent businesses.