Make your process part of the Story
People want transparency; they want to know what it is made of and who made it. But why?
People want to trust, to feel safe, and to know they got something of value.
Mostly people hate to be ripped off. If you cannot see the value chain, you can’t see the value. How do you trust something that is kept secret from you?
But there is a line. Take Crumbwool underlay. People want to know it is made in the UK from sustainable materials and they help the planet by choosing a sustainable product. But do people really want to see factories? Is it better to keep a little bit of mystique and magic?
We have to remember that a process is just a process; it is not the final product. Products sell when they deliver real benefits to the people that use them. But what if we turn a process into a story?
The wool in Crumbwool gives it sound insulation, heat insulation and it makes it super bouncy. A home with spongy floors that are fire safe and absorb nasty chemicals is part of delivering a customer experience. When your product is invisible as its end up literally under the carpet the message has to be even stronger.
Rather than pictures of a factory, no matter how clean and modern your factory is why not focus on the magic.
I decided to draw a picture of the Crumbwool Creation Process.