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Storytelling That Sells For Ecommerce Brands

at General Assembly - Santa Monica

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Santa Monica, Beach Cities
1520 2nd St
Btwn Broadway & Colorado Ave
Santa Monica, California 90401
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Book a private group event
Class Level: All levels
Age Requirements: 18 and older
Average Class Size: 20
Teacher: Phat Chiem

What you'll learn in this storytelling class:

Traditional marketing is dead. Consumers today are highly skeptical of corporate-style disruption advertising. In the age of Instagram and direct-to-consumer ecommerce, you build a brand by building a following first. But how do you rise above the noise to attract these passionate fans? Start with a great story.

A brand story with the right emotional appeal can transform a casual customer into a lifelong evangelist. Today, every brand needs to know how to tap the power of storytelling to reach their ideal customers, employees, and investors.

In this interactive, roll-up-your-sleeves workshop, you’ll learn how to connect with your audience and get them to believe in your story and your products. In-class exercises will give you the frameworks and tools to find stories that create an emotional connection with your customers and compel them to take action.

You’ll walk away with a powerful brand story and story-driven product descriptions that you can start using right away on your website, social media, email marketing, and other channels.


  • Learn how to craft an authentic brand story that inspires long-term customer loyalty 
  • Leverage actionable frameworks to help you break down and construct your brand story, including the 4Ps of branding and the 5 elements of storycrafting 
  • Borrow tried-and-true techniques from narrative fiction and journalism to power your brand 
  • Break down real examples of transformative brand storytelling
  • Learn how to write powerful product descriptions that compel your customers to buy
  • Understand what content marketing to produce to attract your ideal tribe
  • Learn how to use storytelling to power your social media marketing, especially on Instagram

Prereqs & Preparation

Please bring your laptop, notebook and pen to jot down your notes. We’ll be looking at live examples from the web and studying how some of the best ecommerce brands are using storytelling today. 

This workshop is open to anyone who needs to do a better job of telling their brand story, but it’s especially geared for ecommerce brands selling physical products. Students will gain the most if they come with a good understanding of their ideal customers, competitive positioning, long-term vision for their brand, and current challenges with their marketing and messaging.

School Notes:
For students enrolling in 12 week part time and immersive classes, it is not recommended that you book more than one class simultaneously.

Still have questions? Ask the community.

Refund Policy
If you can't make it to a class/workshop, please email us at [email protected] at least 7 days before the scheduled event date. No refunds will be given after this timeframe.


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Reviews of Classes at General Assembly (2,375)

(2375 Reviews)
Storytelling That Sells For Ecommerce Brands
Reviewed by Mallory S. on 6/6/2019
Such a useful marketing tool for improving brand strategy. Phat was enthusiastic and easy to listen to, along with a very well made presentation. I would highly recommend this workshop!
Storytelling That Sells For Ecommerce Brands
Reviewed by Tenzin K. on 6/5/2019
Well prepared, focused on our own work while sharing great examples, challenges.
Storytelling That Sells For Ecommerce Brands
Reviewed by Anon on 2/6/2014
Great teacher! Brief but interesting...
Storytelling That Sells For Ecommerce Brands
Reviewed by Kateryna K. on 12/14/2018

School: General Assembly

General Assembly

General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flourishing community of professionals pursuing careers they love.

What began as a co-working space in...

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