The story sells the product

While reporting from Natural Products Expo West -- one of the natural industry's largest conventions -- I've realized that telling a great story can really sell a product. Forsaking a sales pitch for a simple, heartfelt explanation of what a company is all about allows customers (in the store or on the show floor) a peek into a company’s spirit. That can be even more inspiring and informative than delving into the nutrients, history, and composition of each product one by one. This is what we editors strive for--to educate by engaging you, our readers. Read this smart take by Hilary Oliver, who, by the way, also wrote our March feature "Beauty From Within."