Karen NoteWhen launching a new product, it is important that customers understand what problems your product is solving.  You don’t have time to tell a long story so you need to make sure your message is effective in creating a desire to learn more. 

This is where context can help.  If you are trying to tell a story about your product, context is the background information that helps the scene make sense.  Without this context, you leave it up to the customer to figure it out on their own. 

Marty NoteLove Karen's note.  If you sensed customers NEVER figure it out on their own you match my 12 years of ecommerce experience.  Here is how I thought of product page copy when I was an Ecommerce Director:

We came to understand our role as the ecommerce team was more curators than sellers.  To the extent we attempted to sell it seemed baseless, so we stayed factual and created a "Buzz Team" to write reviews and teach us how our customers thought, wrote and felt about our products.  We ended up using some of THEIR copy in our campaigns. 

ABOUT CopyAnother important deep pool of context is your About page copy.  If you lay out 5 key values in our about copy look for ways to tie any and all copy to one of those values.  If we were discussing product X and it had tremendous attention to quality we could share empathy or similar stories to expand the context to reinforce our values. 

Truer words couldn't be said!  The author has great advice for how to create context around a product that allows the business to share its product story more effectively. 

And I love that the author, Joshua Duncan uses the latest Microsoft commercial to make his point.  I enjoy watching the commercial.  But I agree with Joshua -- as a sales piece it doesn't work.  And it is certainly not a story. 

As you read what Joshua has written, don't forget to click through to his earlier post on how context does work to make a sale.  The example he uses is Box.com.  You can see context is provided.  But I still think Box.com could do better in sharing its story. 

Read both and let me know what you think!  Do the examples work?  Does Box.com really tell it's story?  Love to hear your thoughts :)

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