In 1960, Volkswagen ran a print ad that tells the story of why they made a minor change to their classic Beetle design. The appearance of the car had not changed for many years. They brought in a world famous Italian auto body designer and asked him what changes he would make. He recommended a larger rear window. So they made the rear window larger. The company assures the customer that they don’t change to be different, just better.
What functional or design improvements have you made and why? Let your customers know. It is impressive that Volkswagen would seek the advice of a famous designer. Whom do you seek advice from? Quote the source. If it’s not apparent why you took the advice, explain. If you don’t change your product, describe why not. Be sure to include a narrator in your story. Someone the customer will identify with. In telling stories you create a legacy for your product. With legacy comes loyalty – especially for people who don’t like change.
To this day Volkswagen retains the classic Beetle design. Yet even back then, they changed their marketing content often. Ads focused on interchangeable parts, functional improvements, economy of costs, and consistency of quality. Beautiful and playful photography enhanced the ads appeal.
Look at Volkswagen’s television ad for Super Bowl 2013 to see how they are still giving people something to smile about. It’s a great example of product with attitude. In the modern era, a Stories page on their website allows people to find a story by topic or add one of their own. Any company can do this on their website and social sites. It’s a great way to see how people view your product both emotionally and logically.
Whether your product is the Volkswagen of your industry or not, engage your customers by telling the story of why you do or don’t change. If you don’t know of any stories, we can uncover them. Learn more about our content writing services.
