Imagine you are an entrepreneur who loves to challenge the status quo. You’ve just come up with a unique product you’re excited to share with the world, but you’re also worried that people won’t understand it. What should you do?
To Sell an Unconventional Product, Tell a Compelling Story
How atypical innovators can make their offerings more appealing to a larger audience.
October 19, 2023
HBR Staff/Pexels
Summary.
Selling original or quirky products is often an uphill battle. But research that involved an analysis of quirky products sold by some 7,000 craft entrepreneurs on Etsy suggests that effective storytelling that helps people relate to such offerings can turn them into successes. This article shares three storytelling techniques that work.
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.