Beyond Features: Why Stories Sell More Outdoor Gear
Is Your Outdoor Brand Telling the Right Story?
For 18 years, my trusty Sierra Designs Surius 2 tent and I have been partners in adventure, passing out soundly at countless national parks, states, and miles under skies ablaze with stars (and sometimes rain). But as I gear up for a solo Southwest road trip this June, it's time to find a new companion.
So, with a cup of smile-making espresso in hand and a humming tuxedo cat in my lap, the research for my new home on the road begins.
Here's the shocker: tent descriptions are a total snoozefest (even with two rev-me-up shots)! Packed with features, sure, but they lack the magic that ignites wanderlust and connects me to the excitement and freedom of my upcoming trip.
A Paradox in the Outdoor Industry
The outdoor industry is booming! Outdoor participation is at a record high (168.1 million!), and the participant base has become much more diverse, according to the Outdoor Industry Association’s 2023 Executive Summary. Yet, sales are down (REI lost $311 million in 2023).
Why? The answer partly lies in a new generation of outdoor enthusiasts.
Most of this growth comes from casual adventurers who frequent the outdoors at their own pace, unlike the “summit or nothing” adventure crowd traditionally targeted by most marketing.
They’re enjoying fly fishing, local hikes, backyard birding, or picking up pickleball. They’re seeking stress-free experiences in nature in their own neighborhood.
Genius!
Here's the challenge: bland online content and descriptions overloaded with technical jargon are leaving adventurers lost.
Your customers crave stories, not specs. They yearn to feel connected with nature, not wrestle with confusing features (or a broken tent zipper).
Outdoor customers seek guidance, not just gear - something that ignites their sense of adventure and connects them with the emotional possibilities of exploring nature, practicing self-care, and getting outside.
Here’s the Solution: Showing! I was one of the top mountain bike salespersons for a decade at a premier Bend, Oregon, bike shop. A key truth was revealed despite my technical shortcomings: features alone don't win customers.
People need to feel it and see themselves using the product and experiencing its benefits, not just reading a list of features. This is where storytelling comes in.
Storytelling Tip #1: Emotional Connection
Paint a picture with words. “Imagine this: a cozy night under a million twinkling stars. The gentle wind whispers through the trees, and a cricket serenades you to sleep within the comfort of your reliable, all-weather tent.”
This evocative description creates a powerful feeling of escape and tranquility – far more impactful than just reading about a waterproof rating.
Storytelling Tip #2: Relatability
Ascending a mountain of discomfort? Yup, it’s a common problem. Instead of a generic flexible back panel and lightweight design, how about ditching the jargon?
“You're descending a steep hill, lungs burning, legs tired, but a triumphant grin plastered on your face. The rolling hills and a crystal-clear lake stretch before you. This is why you hike. But unlike others, your pack isn't a burden. Our breathable, ergonomically designed back panel conforms to your body, and lightweight materials keep you comfortable with every step. Focus on the view, not constant adjustments.”
Storytelling Tip #3: Deeper Understanding
Features like "waterproof" are essential but lack context. What does it really mean for your customers on the trail? Show them.
“You're deep in the backcountry, miles from civilization. Suddenly, dark clouds gather overhead, unleashing a torrential downpour. With our waterproof, windproof, breathable GORETEX ePE membrane, our rain jacket shrugs off the deluge. You stay dry and comfortable inside, protected from the elements.”
This translates to peace of mind and the ability to continue their adventure, not hunker down and wait for the storm to pass.
Storytelling Tip #4: Uniqueness & Memorability
Stand out and create lasting impressions. Stand out by highlighting what sets your brand apart. Instead of saying your hiking shoes have great traction, paint a picture of a hiker effortlessly traversing a slick, rocky trail, feeling secure with every step.
Showcase your product's unique benefits and solutions by creating scenarios where these features make a tangible difference.
People remember stories, not lists. Showcase the possibilities your gear unlocks – cozy nights under the stars, shared adventures with friends, or disconnecting from work. Create a lasting impression that goes far beyond technical details.
Vivid descriptions and relatable stories are more than just captivating reads – they're a powerful marketing tool for outdoor brands. From product descriptions to blog posts and webpage copy, they build trust and create experiences your customers crave!
Over 15 years on the outdoor sales floor and now as an outdoor copywriter taught me a golden rule: features don't ignite adventures; stories and benefits do. That's why I craft website content that speaks your language. I translate tech jargon into campfire tales because who remembers a "waterproof rating" when you can picture yourself laughing through a downpour, knowing your gear has your back?
But crafting these stories can be a challenge.
Here's how I can help you:
Identify Content Gaps: We'll pinpoint areas in your website copy, blog posts, and product descriptions that could benefit from storytelling magic.
Craft Compelling Stories: I'll translate your technical specs into campfire tales that resonate with your target audience.
Ready to create brand advocates? Let's chat about transforming website visitors into ready-to-purchase outdoor customers!
