FROM THE BLOG

A More Human Model for Product Storytelling

Right Intel knows the importance of storytelling! Organizations that adopt storytelling tactics resonate emotionally with audiences, are more memorable than their product-centered counterparts, and end up creating compelling calls to action.

 

Memorable stories scale in a way that facts alone cannot. And a multiplier effect is critical in marketing. Finally, stories cut through the tremendous clutter–much of it lacking context and meaning–created by the never-ending content explosion. Here’s where stories pay dividends: According to a recent Stanford study, stories are remembered up to 22 times more than facts alone.

In a world of noise, the best stories win.

From Product-Centered to Story-Driven Content

The most important thing any organization can do is become a storytelling organization. That means elevating your product or service discussion to one that focuses on the human needs of your audience.

It all begins with telling the right stories about real people who use your product or service and not focusing on the product itself. Your best stories are not about your products or you. Your goal is to tell a bigger story that makes your customer the hero.

Customers are doing their own research, and they’re asking the most important question: How will your product or service make my life better? If your marketing fails to elevate the discussion to one of change for the better, you’ll never rise above the din.

Getting Started

One of my favorite models for getting started with storytelling comes from improvisation–one of the most powerful ways of co-creating stories. It’s also that classic and fun universal bed-time story model that you’ll recognize from movies. I’ve used this model as an improviser on stage and as a marketer. Recently, I used this approach in several storytelling sessions I gave at Product Camp Silicon Valley 2013.

What I love about this particular model, called the “seven-step story,” is that you can easily adapt it. This approach covers all the key elements of a story, and it works for just about every type of story a company can have: a core purpose story, product stories, origin stories, and others.

Read more from the source: MarketingProfs

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