"You should focus on the value instead of the cost, and you should do that by telling a story" - Daniel Burstein We had a chat with Daniel Burstein, director of editorial content at MECLABS Institute, a research organisation dedicated to discovering how people make choices. At MECLABS, people are often asked, “The customers want low prices — how can we fight that?” According to Daniel, the answer is in the story. Read how to do awesome content marketing in this blog post, based on an interview with Daniel Burstein: https://sleeknote.com/content-marketing-ecommerce/

1. Storytelling
In Content Marketing
A w a y t o i n c r e a s e t h e va l u e o f y o u r
p r o d u c t

2. Why do storytelling?
1

3. Stories increase the value
of your product, and it
shows why your customers
should pay a bit more for
your product.

4. You can buy wine in various
price ranges, but in
reality, wine is old grape
juce with a story.
“
-Daniel Burstein
Director of editorial content at
MECLABS institute

5. How to benefit from storytelling?
2

6. Look at the base level
• Two reasons why people buy products:
1. You help them overcome something.
2. You assist them to achieve a goal or dream.
• Create content with that in mind – helping them overcome a
hardship or fulfill a dream.

7. Example: Convervtibles
3

8. If you are selling convertibles,
your audience most likely dreams
of driving to the beach in
beautiful weather.

9. Give them:
1. A playlist with great tunes for driving to the beach
2. A map that shows the best gas stations on the way
3. A guide to the best beaches in the area

10. Do you get the idea?

11. Marketers struggle when they
think of content as a way to
promote products. Think of
content as a knowledge-sharing
platform instead.
“
-Daniel Burstein
Director of editorial content at
MECLABS institute

12. Click here to read more
awesome examples of
storytelling
Or read the full interview with Daniel Burstein

13. Click here to read the full
blog post!
Click here to read the full
Blog Post with Daniel Burstein