The movie Sideways is a perfect example of how emotion can move a product and upend an entire industry. I did research into the movie and its aftermath for a book I wrote on storytelling in business. In one scene that lasted all of 60 seconds, the character of Miles (played by Paul Giamatti) tells a girl he just met why he loves Pinot Noir. The story he tells acts as a metaphor for his personality. Miles says:
“It’s a hard grape to grow. It’s thin-skinned, temperamental, ripens early. It’s not a survivor like Cabernet, which can just grow anywhere and thrive even when it’s neglected. No, Pinot needs constant care and attention. And only the most patient and nurturing of growers can do it, really. Only somebody who really takes the time to understand Pinot’s potential can coax it into its fullest expression.”
You might know the rest of the story. Sales of Pinot Noir exploded overnight. Here’s the amazing part. The movie was re-made for Japanese audiences but didn’t have the same “Pinot effect” because the scene wasn’t in the movie. A story triggered a massive change in consumers’ habits.
Wine isn’t the only product that’s impacted by emotion, of course. People buy many products based not on their features, but on how the products make them feel. Turn your sales teams into storytellers and watch them move more product.
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