In episode 50 of the Customers Who Click podcast, we’re exploring the power of storytelling with my good friend, Rishi Rawat.

95% of new products fail every year; we’re talking thousands and thousands of failed launches because brands don’t take the power of storytelling seriously and hence, blend in with hundreds of other brands just like them.

Storytelling is what fuels DTC. In the age of advertising-adverse and media-savvy consumers, acquiring new customers through paid channels is becoming less and less feasible each day. Customers find ads to be intrusive and above all, tend to simply ignore most of them because who has the time or patience to see all 500 hundred of them every day?

Crafting a powerful story that’ll move the customer is the answer to today’s ad-adversity. It’s a chance for brands to grab attention, connect with customers on a deeper level and make the product / brand more memorable. And, with a little luck, worthy of spending their hard-earned money.

Rishi is the Founder & Product Page Optimization Specialist at Frictionless Commerce, a digital marketing agency specialising in Shopify stores optimisation. He’s been involved in  DTC storytelling and product page optimisation for about 13 years now and finds his inspiration in an 1897 Sears catalog (which he still owns). You can connect with him on LinkedIn, Twitter or head over to www.frictionless-commerce.com.