August 27, 2015
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August 27, 2015
By Dolly Howard
Stories are how humans communicate and understand each other. Typically, a product does not have its own voice. This means, as marketers, we must create our product’s story and communicate it the right way. The story should align with your overarching brand strategy and should be true to who you are as a company. It should also appeal to your buyer personas.
Note: While you need to develop a core story first, there can be several different product stories that emerged over time. For example, case studies are a great example of product stories that are meaningful.
Knowing your product’s story will set you apart from other tech organizations, and when done correctly will help launch you to success. Why is that? Identifying, writing, and telling your product’s story will help you sell it. This does not mean that you are somehow creating half-truths, catchy taglines, or presenting unfounded claims to obtain clicks on an advertisement.
On the contrary, your product’s story allows you transfer the emotion behind why you’re in business to the consumer. The right story will build trust and evoke the feeling of wanting to be a part of something greater than what is currently in place to the consumer. It will also help you teach and provide value to your users. If you can get anything right, it is your product’s story.
Use your story in every piece of marketing that you do.
Encourage your sales team to develop their product stories that can be relayed to qualified leads. You’ll see results faster than you think!
About the author
Dolly Howard was formerly Director of Marketing for SmartBug Media. Previously she worked as a senior marketing consultant leading SmartBug Media clients in strategy for lead conversion improvement and total marketing ROI. As a past HubSpot employee, Dolly is excited to share her knowledge and help enterprise companies grow their business. Read more articles by Dolly Howard.