Product-led Storytelling for Early-Stage Startups: Where to Begin in the Beginning
Just do it.
What's the first thing that came to mind when you read that sentence? I'm certain Nike was one of the first—if not the very first—thing that popped into your head. Whether or not the tagline appears with its trademark swoosh, these words instantly remind people of the famous sports brand. Indeed, Nike's team considers this more than just a slogan—it's a true reflection of their core mission and brand philosophy.
That’s the kind of brand recall that companies and creatives lust after – the perfect blend of purpose and storytelling genius coming together to create magic.
Except, I wonder if the approach would have similar results for a tiny, upcoming sports company that no one knew about. If they chose a tagline that was inspired by the last words of a convicted murderer on death row, would it have the same impact? And that brings us to the first lesson (and then a few more) for startups that are setting off on their storytelling journey.
Be specific about what you do (bye bye jargon)
The simplest way to tell your story is always the best way. While it’s tempting to try and convince people about how your product can empower, synergize, and pivot them into extraordinary success, the truth is that none of us use such terms in our day to day lives. Instead of focusing on wordsmithing, start by telling your users exactly what your product does and how it can help them.
Canva proves that the the simplest way to tell your story is always the best way.
Listen to how your early adopters and evaluators naturally describe your product—this is a valuable tactic to use from the start. While user interviews provide great insights, you can also examine support tickets and demo conversations. Pay attention to the specific words people use when discussing your product. Which terms and phrases appeared organically in testimonials and social media mentions before you incorporated them into pitch decks and website copy?
Listen more than you talk
There’s a LOT of information online about the intricacies of keyword research and turning your website into an SEO-wonderland. And it’s understandable why many people think that this is the first thing they should invest in as soon as they have a product (or sometimes just a product idea). Building ‘buzz’ is a much-loved buzzword in the startup world. I remember a strategy discussion with a young founder many years ago where the one goal they wanted to accomplish was to create ‘something, anything that goes viral’.
The articles are right—you can boost your content's visibility with the right keywords and phrases. However, there's crucial groundwork to do first, and the solution starts with introspection.
Some of them could be:
Do you notice recurring questions in customer support? Consider adding articles to your knowledge base or expanding your website's FAQ section.
When users sign up but don't explore most product features, consider improving your in-app messaging or revising your onboarding email sequence.
While competitor and market research is essential for identifying content that better serves your audience, starting with an inward approach helps create a cohesive content experience. This strategy increases the likelihood that engaged readers will stay connected with your content for the long term.
Early users are your most precious marketing tool
How many times have you come across ‘the world’s best __’, or ‘the most-loved __’ or even the ‘most productive ___’ plastered on the front page of a website? While it’s tempting to claim that you’re the best at something right at the beginning, simply stating it yourself isn’t the best way to convince a new audience.
Instead, start by gathering quotes and testimonials from early users, add their interview snippets and case studies to your page before including tall claims and buzzwords. A lot of your early marketing effort, time, and money will be better spent focusing on user research, testimonials, case studies, and customer stories than on clever copywriting.
A look at Basecamp’s messaging illustrates this point beautifully. Their early headlines (this one is from 2013) literally celebrated the number of people that were trying their product.
Basecamp believed in the power of ‘show, don’t tell’ philosophy of storytelling from the beginning.
Take the time to tell an authentic story no matter what
Did you love stories as a kid? Or if that’s too far in the past (I feel your pain) then think about a movie or book that you really enjoyed. You don’t even need to make much of an effort to remember the storyline, the protagonist's struggle, and how they made it in the end. That’s the beauty of storytelling, and even the simplest story can be impactful if it’s told well.
People don’t absorb facts and information – that’s what bots do. Not to say that information doesn’t matter, but that how it is presented is just as important as the information itself. It’s also why buyer personas are important right at the start – whether you’re selling shoes, or routers, or self-driving cars – the decision maker on the other end of the screen is always a human. Your chances of connecting with them are a lot higher if you take the time to understand them, what matters to them, why they’d benefit from your product or service and personalize that experience to suit their needs and, eventually, win them over.
Infuse your story into everything you create — not just on your website and blog
Blush is a great example of letting your product story shine through everything you create.
I found Blush when I was looking for simple illustrations for my website, and instantly loved the product experience. Everything – right from the website copy to the tooltips and activation emails – is designed to show you how easily you can customize and use their illustrations in your own content.
It’s a great example of letting your product story shine through everything you create. They even have an entire section dedicated to the artists who create these designs so you can pick and choose the styles that suit your own. Not every business has the resources to hire a full-time illustrator right at the start and this product speaks to that group perfectly!
A/B test everything to spot the winners
It’s a great feeling when your website gets a thousand views each day or when your activation rate starts climbing, but don’t worry if you’re only just getting there. Use it as an opportunity to A/B test and perfect your messaging!
There are so many places where you can experiment – website headlines, activation emails, landing pages, in-product copy, social media, and so many more! Once you’ve locked in your key value propositions and messages, play around with the copy and design elements to figure out what works best for your audience. You can take more risks when you’re starting off, and honestly isn’t that the fun part?
In the end, just do it
Taking your product to your audience, especially right at the beginning, is about doing a little bit of everything. This doesn’t mean it needs to be chaotic (okay maybe it kinda is) but taking the time to tie the whole experience together is more rewarding in the long run.
You took the time to build a dream product for your users, why not share its kickass story with the world?
Looking for help with any of the stuff above this? If you’ve got this far, you probably are. Let’s talk!