One of the most interesting challenges I faced when transitioning from writing basic blogs and creating flyers to working in product marketing and communications was learning how to bring products to life.

One of my biggest lessons came from a relentless back-and-forth on how to position a fitness product for the right audience. Back in the day, the “go-to”approach and standard playbook was simple: list the product’s best features and throw them onto static flyers and blog posts to sell to the audience. Unsurprisingly, it led to zero results.

We experimented endlessly — tweaking font sizes, color schemes, and image placements — yet engagement remained dismal. Interest was low, conversions were even lower, and it became clear: the problem wasn’t the product or the market. It was the way we presented it, we were treating the product like a lifeless object, expecting it to sell itself. That was the turning point — I realized this wasn’t just a messaging problem; it was a storytelling problem.

Instead of focusing on technical details, we reimagined the product as a dynamic, relatable entity. We shifted to conversational tones, swapped static images for interactive videos, and infused storytelling into the messaging. The results? A surge in engagement, better user interaction, and higher conversions.

This shift taught me that a product — whether it’s a fitness app, payment platform, or health-tech tool — isn’t just a collection of features. Products are experiences. Therefore, the only way to spark interest and drive action is by treating them as living, breathing entities that communicate with their audience.

Consider how Duolingo uses playful personas like its green owl, Lily and other animated characters to draw in its audience. These aren’t just design elements; they’re relationship bridges between the product and its users. They humanize the platform, creating emotional connections that make users feel more engaged and involved.

As tech marketing expert Seth Godin puts it, “People do not buy goods and services. They buy relations, stories, and magic.” Your product’s success depends on its ability to tell a story that resonates deeply with its audience.

How to Transform Your Product Messaging

1. Humanize Your Brand: Build a persona or visual identity that makes your product relatable. It could be a mascot, a voice, an ambassador or a tone that feels approachable.
2. Leverage Interactive Content: Ditch static images and flyers. Use video demos, animations, UGC content and interactive guides to show your product in action.
3. Tell Stories, Not Features: Highlight how your product solves problems, fits into everyday lives, or helps users achieve their goals. No one will buy into something they do not find useful to them.
4. Foster Conversations: Make your messaging conversational — speak to your audience, and encourage them to speak back. This two-way dialogue helps build a community around your product, turning your audience into an invaluable resource for refining existing features and developing new ones.

Whether you’re out here marketing a cutting-edge health app or a simple service tool, the approach remains the same: go beyond listing cool features. Weave in storytelling, show users how your product fits into their lives and daily routines, and watch them truly connect with it. Trust me — your results will speak for themselves.

At its core, every product has the power to build a human connection. So, stop treating yours like a “dummy” and start crafting a story that sparks trust, curiosity, and action.

The next time you’re launching a product or struggling with engagement, ask yourself: “Am I giving this product the personality and life it deserves?” Your product isn’t just a tool — it’s an opportunity to build relationships and drive impact. Treat it as such.