JOURNAL ARTICLE

To Sell an Unconventional Product, Tell a Compelling Story.

  • Published In: Harvard Business Review Digital Articles, 2023. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Cutolo, Donato; Ferriani, Simone 3 of 3

Abstract

This article discusses how entrepreneurs can sell unconventional products by telling compelling stories. The authors analyzed the performance of craft entrepreneurs on Etsy who sell unusual products. They found that storytelling is key to attracting customers and dispelling confusion and uncertainty. The article identifies three storytelling strategies that boost the market appeal of atypical offerings: staying abstract, thinking cohesively, and building bridges to familiar contexts. By adopting these strategies, entrepreneurs can make their unique products more accessible and appealing to a larger audience. [Extracted from the article]

Additional Information

  • Source:Harvard Business Review Digital Articles. 2023/10, p1
  • Document Type:Article
  • Subject Area:Education
  • Publication Date:2023
  • Accession Number:173300945
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