Specs Or Story First?

Welcome to a space where every edition delivers insights, strategies, and inspiration to fuel your advertising brilliance. 🤯

🎭 Specs or Story First? Why What You Show First Matters More Than Anything Else

Great PDPs don’t just inform. They persuade. And yet, most brands still build galleries like they’re filing a product brochure:

Hero → angles → specs → lifestyle → reviews → video → CTA.

Linear. Safe. Boring. But decision-making isn’t linear.

It’s emotional, then rational, then emotional again. And where you start your gallery, with function or with feeling, shapes how fast your shopper says yes.

The opening image isn’t decoration. It’s a decision primer.

Here’s what 7-figure brands have learned the hard way:

• When the gallery leads with lifestyle, shoppers anchor emotionally, “That’s me.”
• When it opens with features, they anchor logically, “That’s what I need.”
• When it tries to do both at once? Confusion.

This is the Conversion Cue Dilemma:

What gets shown first isn’t just aesthetic; it tells your shopper how to evaluate everything that follows.

So which works better? Feeling-first or feature-first?

Here’s the real answer: It depends on your buyer’s self-convincing loop.

We call this the “Mirror vs. Manual” model:

🪞 Mirror Buyers → lead with feeling. They need to see themselves before they analyze.

📘 Manual Buyers → lead with features. They need to understand the specs before they trust.

🔁 Everyone else loops between both, so the gallery sequence needs to nudge, not confuse.

And unless you’re tracking interaction order, not just click count, you’ll never know who’s bouncing where.

That’s exactly where Eko’s gallery data becomes strategic gold.

Brands like Impact saw higher AOV not by adding features, but by reordering which stories came first.

The emotional image wasn’t converting. But the customer photo with a clear use case? +27% lift in revenue per user. If you’ve ever wondered which image should come first, download Eko’s free guide and use real gallery behavior to decide.

Most brands treat the gallery like a photo dump. The best ones treat it like a narrative funnel, sequenced for emotion, primed for confidence, and aligned to the buyer’s default mode. The story you tell isn’t just what you show. It’s what you show first.

Together with Guidde

Never Explain That Task Again - Let Guidde Handle It

Product launches. CX handoffs. Inventory workflows. Every brand has processes that break when things move fast.

Guidde puts that on autopilot. It's a GPT-powered browser extension that turns your live tasks into beautiful, step-by-step video SOPs, complete with visuals, captions, voiceover, and call-to-action.

1️⃣ Hit capture once, and Guidde records your screen

2️⃣ AI turns it into a visual guide you can edit, brand, and reuse instantly

3️⃣ Share or embed it in Shopify, Notion, Slack, or onboarding emails, no tech skills needed

You’ll save 11x the time documenting workflows, while keeping your team and contractors perfectly aligned.

From returns to product updates to Meta Ads, Guidde scales your ops without turning you into the bottleneck.

The best part? The extension is 100% free.

Try Guidde today!

 📽️ Reel of the Day

What Works:

1. Built-in Trend Hacking with a “Comedy Threat” Twist - The reel smartly piggybacks on a popular meme format,  “you better like it!”  which has been blowing up across TikTok and Reels. By turning product marketing into a joke-within-a-joke (acting as a protective hype-person), it creates emotional safety and peer pressure, two powerful buying triggers.

2. Real Employees = Real Trust - Having the product team feature directly builds massive authenticity. Audiences today are skeptical of faceless brands, showing real humans behind the product builds trust and intimacy. It also blurs the line between creator and brand.

4. Bold, Gender-Free Expression Baked Into the Delivery - From the inclusive casting to the clothing presentation, TomboyX stays true to its ethos: genderless, body-positive, expressive fashion.

5. Product Education Without the Dryness - Even while joking, the reel manages to communicate real product benefits (fabric texture, matching sets, visual close-ups). The “cuteness” is not just an opinion; it’s demonstrated. 

Broader Insights:

Today’s consumer doesn’t just buy because it’s “sustainable” or “soft”  they buy because the energy of the brand feels like home. This reel doesn’t try to impress, it invites. It performs not like a brand yelling across a feed, but like a bestie handing you a hanger and saying “you’re gonna love this.”

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰