Every product already has a story — most brands just never tell it. A serum isn’t “48% more hydration,” it’s the five quiet minutes someone takes for themselves before a long day. A watch isn’t a list of specs, it’s how someone wants to feel when they walk into a room.
Start with the feeling, not the feature
When I prepare content for a brand, I begin with one question: what should the viewer feel in the first three seconds? Features tell; feelings sell. Once we know the feeling, the script, the setting and the delivery almost write themselves.
The second ingredient is consistency. A story people trust is one they hear more than once, in the same honest voice, across every touchpoint — from a 15-second reel to an ambassador partnership.
Do that well and you’re no longer interrupting people’s feeds. You’re becoming part of the story they tell themselves.