I’m on a mission: Sell B2B marketers on the selling power of stories.
I’ve told stories all my life. When I was a kid, I corralled the neighborhood kids into reenacting entire movies. Repeatedly.
Few adults are interested in injecting movie scripts into their marketing content. Yet stories have always been popular with people, ever since early humans gathered around the fire and told hilarious stories about Sven tripping in front of the mastodon.
The entertainment industry is built on the power of stories. B2C is also big into story. Drink the right beer, catch the girl; find the right lipstick, catch the guy; make smart investments and catch the Rolls. It works.
But when it comes to B2B content, especially in technology companies, suddenly marketers aren’t supposed to tell stories. Even a format like a case study is not only formal, it’s dull.
It’s not the fault of the facts. IT needs them. Think Dragnet’s “All we want are the facts, ma’am.” (That’s the actual quote – facts are important.)
But facts serve the business story, not the other way around. If you’re marketing to Brian, and Brian’s business story doesn’t include your technology because it’s too expensive and too hard, then all the facts in the world aren’t going to help. He won’t care.
But tell him stories about saving major money, time, and resources. Use infographics, post blogs, create ebooks, write white papers that build the same story about making his work life better and easier. You’ll sell your product, and Brian will be a hero.
Not everyone can create this type of story. Even natural storytellers like me learn to tell business stories tailored to technical audiences, not despite them. And sometimes a piece won’t look like a story at all, but deliberately uses story structure to build the persuasive message.
It’s still story, and stories sell.
Let’s talk. Email me today at christine@christineltaylor.com. I’m looking forward to telling your story.