Product Storytelling

Every product exists within a design system. When describing hardware:

1. Name the design role, not just the function: "A linear anchor for the vanity wall" (towel bar), "The vertical punctuation between tile fields" (robe hook), "The functional detail guests notice first" (toilet paper holder).

2. Connect to the room, not just the product: Place the hardware in a bathroom. Describe what surrounds it — the tile, the vanity, the lighting. Hardware doesn't exist in isolation.

3. Reference design intent: Why would a designer choose THIS piece? The geometry of the backplate, the proportion of the post, the weight of the finial — these are design decisions, not manufacturing accidents. Focus on the design DECISIONS that make the product special, not the technical measurements. A designer cares that the backplate geometry creates clean lines — not that it measures 2.75 x 2.75 inches.

Material Creates Mood

Different materials set different room tones:

The "Jewelry" Concept

Interior designers describe finish selection as personal expression — the same way choosing a watch or earrings reflects taste. A bathroom with Satin Brass hardware makes a different statement than one with Matte Black. Neither is wrong; both are intentional. Frame finish choice as identity, not preference.

Customer Scenario Library

For each product, identify which buyer is reading and adjust framing accordingly. The SAME towel bar described four different ways:

The Renovator

Trigger: Updating a dated bathroom, replacing builder-grade hardware. Emotional state: Excited but overwhelmed by choices. Wants validation. Frame: "You're finally replacing that chrome-plated hollow bar that came with the house. Solid brass, concealed mounting, 28 finish options — this is the upgrade the room deserves."

The Designer / Design-Conscious Buyer

Trigger: Every detail is deliberate. Searching by collection name or specific finish. Emotional state: Confident in taste, evaluating execution quality. Frame: "The Waverly Place collection's concentric grooves add refined texture without competing with the tile pattern — the kind of detail that reads as intentional."

The Practical Buyer

Trigger: Needs something that works. Searching by product type + size. Emotional state: Skeptical of marketing. Wants proof of quality. Frame: "Solid brass won't loosen after a year of wet towels. Concealed mounting means no visible screws. Limited Lifetime Warranty because it shouldn't need replacing."

The Gift Buyer / Guest Bath Outfitter

Trigger: Wants to impress. Making a space feel polished for others. Emotional state: Generous, wants something that "looks expensive." Frame: "Matching accessories in a coordinated finish — towel bar, soap dish, robe hook — tell guests you thought about every surface in this room."

Scenario Selection by Product Category

Design Style Hooks

Match product framing to the buyer's design style. Use collection data to identify the right style, then apply the corresponding language.

Traditional

Collections: Carolina, Carolina Crystal, Essex, Monte Carlo, Regal, Prestige Regal, Retro Dot, Retro Wave Language: Timeless, enduring, classical proportions, heritage craftsmanship, period- appropriate, refined detailing Frame: "Detailing that rewards a closer look — turned posts, engraved backplates, and the kind of proportional balance that honors traditional design without feeling dated." Pair with: Oil Rubbed Bronze, Polished Brass, Antique Copper, Antique Brass

Transitional

Collections: Astor Place, Continental, Dottingham, Mercury, Que New, Prestige Que New, Soho, Washington Square, Waverly Place Language: Versatile, bridges eras, clean meets classic, restrained warmth, neither too traditional nor too modern Frame: "The sweet spot — enough detail to feel considered, enough restraint to feel current. Hardware that won't force you to pick a decade." Pair with: Satin Nickel, Polished Nickel, Brushed Bronze, Satin Brass

Modern / Contemporary

Collections: Argo, Dayton, Fresno, Montero, Remi, Southbeach, Tribecca, Venus Language: Clean geometry, minimal lines, architectural precision, sculptural simplicity, intentional restraint Frame: "Every angle is deliberate. Sharp geometry and flat planes for bathrooms where visual noise is the enemy." Pair with: Matte Black, Polished Chrome, Matte Gray, Satin Chrome

Coastal

Collections: Pacific Beach, Pacific Grove, Sag Harbor, Clearview Language: Relaxed sophistication, light and airy, maritime proportions, corrosion- resistant (solid brass is ideal for coastal humidity), open and fresh Frame: "Crystal-clear acrylic and solid brass — hardware that brings coastal lightness without the expected nautical cliches. Solid brass thrives in salt air." Pair with: Matte White, Satin Nickel, Polished Chrome, Sea Foam Green

Farmhouse / Rustic

Language: Warm tones, handcrafted character, honest materials, durable construction, natural patina welcome Frame: "Hardware with the weight and warmth of something handmade — solid brass that develops character alongside the rest of the room." Pair with: Oil Rubbed Bronze, Antique Copper, Antique Brass, Unlacquered Brass

Industrial

Collections: Pipeline, Shadwell Language: Exposed mechanics, raw material honesty, utilitarian refinement, loft-worthy, architectural hardware Frame: "Exposed flanges and visible joinery — hardware that celebrates the mechanics instead of hiding them. Refined enough for a primary bath, honest enough for a loft." Pair with: Matte Black, Oil Rubbed Bronze, Antique Pewter, Polished Chrome

Designer Statement

Collections: Bolero, Foxtrot, Mambo, Malibu, Satellite Orbit One/Two, Prestige Skyline, Skyline, Tango Language: Sculptural, gallery-worthy, conversation-starting, bold geometry, artistic presence, kinetic forms Frame: "Hardware that exists at the intersection of function and sculpture — bold enough to be the room's focal point, refined enough to justify the attention." Pair with: Any finish that amplifies the statement — Matte Black for contrast, Spanish Gold for opulence, Glokzin Teal for artistic edge

Finish as Design Language

For detailed per-finish copy guidance (visual descriptions, search keywords, example sentences, common mistakes), use the finish-expertise skill. This section covers the design framing layer — how to talk about finishes as room-shaping decisions.

Warm Metals (Polished Brass, Satin Brass, Spanish Gold, Unlacquered Brass, Golden Yellow)

Room mood: Inviting, layered, collected. Warm metals make bathrooms feel lived-in and intentional rather than clinical. They pull a room toward warmth the way candlelight does. Design context: "Warm metals are having a major moment — Satin Brass is among the fastest-growing finishes in bathroom hardware. It coordinates with mixed metals and bridges traditional and contemporary."

Cool Metals (Polished Chrome, Satin Chrome, Polished Nickel, Satin Nickel)

Room mood: Crisp, bright, clean. Cool metals open a room visually — they reflect light and keep bathrooms feeling fresh and modern. Design context: "Chrome and nickel are the workhorses of bathroom design — they pair with everything and brighten small spaces. Polished Nickel is the designer's 'warm upgrade' from chrome."

Dark Metals (Oil Rubbed Bronze, Venetian Bronze, Antique Bronze, Antique Brass, Antique Copper)

Room mood: Grounded, substantial, collected. Dark metals anchor a room and create visual weight. They make a bathroom feel established, as if it's always been this way. Design context: "Dark finishes create contrast against light tile and white walls — they outline the room's architecture the way dark frames outline artwork."

Modern Neutrals (Matte Black, Matte Gray, Matte White)

Room mood: Graphic, intentional, editorial. Non-reflective surfaces create a flat, designed quality that reads as deliberately chosen rather than defaulted to. Design context: "Matte finishes absorb light instead of reflecting it — creating a quieter visual presence. Matte Black is bold contrast; Matte Gray is understated confidence; Matte White disappears into coastal and spa palettes."

Statement Colors (Fire Engine Red, Mediterranean Blue, Lavender, Pink, etc.)

Room mood: Personal, expressive, curated. Color finishes transform hardware from background element to featured accent. Design context: "28 finishes includes colors most brands wouldn't dare offer — because a bathroom should express the homeowner's personality, not their plumber's."

Feature-to-Benefit Translation

Turn specs into stories. Never list a feature without translating it.

Evidence Exclusion Rules

Not all product evidence belongs in marketing descriptions. Some data is useful for spec sheets but harmful in descriptions because it creates doubt, clutters the narrative, or bores the reader.

EXCLUDE from descriptions (always):

1. Weight capacity — Robert (company founder): "I do not like the idea of a weight capacity. The weight capacity is generally not a problem and this may just have a consumer stray from the product because of a stated weight limit." Weight capacity creates doubt rather than confidence.

2. Detailed dimensions (width, height, projection, depth) — Only include the PRIMARY dimension that shoppers search for:

   • Towel bars: overall length (18", 24", 30", 36")
   • Mirrors: diameter or overall dimensions
   • Glass shelves: length
   • Everything else: omit dimensions unless the product varies by size
   • Robert: "Too much dimensional information. All of that detailed information can be gotten from the spec file."

3. Installation specifics — Mounting type is fine ("wall-mounted," "freestanding"). Installation procedures, screw counts, anchoring requirements, and step-by-step instructions are NOT marketing content.

4. Technical specifications — Thread sizes, bore diameters, material grades, engineering tolerances. These belong in spec sheets.

5. "Bathroom humidity" as a key selling point — Bobby (product manager): "I don't think [bathroom humidity] is a huge selling point for our product and is again one of those selling points that seems stretched and fluffy and made up." Humidity resistance is technically true but reads as filler. Mention at most once in passing ("even in humid environments"), never as a headline differentiator or dedicated sentence. Prefer specific design advantages (clean lines, coordinated finishes, solid feel) over generic durability claims.

INCLUDE in descriptions (use from evidence):

1. Material — "Solid brass" is the #1 differentiator. Always include when evidence confirms.
2. Mounting type — "Wall-mounted," "freestanding," "countertop" — confirms product type match.
3. Primary searchable dimension — The one dimension shoppers filter by.
4. Collection name — Coordination opportunity.
5. Product design story — narrative_copy, bullets that describe design intent.
6. Style/aesthetic — Contemporary, traditional, transitional — design context.

When in doubt: OMIT

Omitting a technical detail is always better than including it in a marketing description. The spec sheet exists for a reason. Descriptions sell the design story; spec sheets provide the measurements.

The Art of the Opening Sentence

The first sentence sets the emotional anchor. It determines whether the reader keeps reading or scrolls past. Never open with a spec.

See references/opening-sentences.md for 20 annotated examples organized by approach.

The four approaches:

1. Scenario-first: Place the reader in a moment. "After a long day, the first thing you reach for should feel solid and intentional."
2. Benefit-first: Lead with what changes for them. "A guest bathroom where every detail matches says something about the host."
3. Design-first: Frame the product as a design element. "Clean geometric lines and sharp angles for bathrooms where every surface is deliberate."
4. Problem-first: Name the pain point they're solving. "Builder-grade towel bars loosen after a year because they're hollow zinc, not solid brass."

Rules:

• Rotate approaches across products — never use the same opening style twice in a row
• The opening sentence should work WITHOUT the product name — if it could describe anything, it's too generic
• Keep opening sentences concise and punchy — don't sprawl into run-on sentences

Anti-Patterns (What NOT to Do)

Runtime Integration

The companion config src/feedops/config/storytelling_patterns.yaml provides per-category narrative frameworks that prompt_builder.py can inject per SKU. It contains:

• Customer scenarios per product category (2-3 lines each)
• Design style hooks per category
• Feature-to-benefit translations per category
• Opening sentence patterns

Keep the YAML under 120 lines to avoid token bloat. This skill is the comprehensive reference; the YAML is the operational distillation for runtime prompts.