Why B2B companies need more storytellers
“If you have published a press release or crafted messages to persuade people to buy your products, you have engaged in the power of storytelling.”
B2B companies can be found in the cozy confines of (don’t make me say it, Excel)LinkedIn and other professional networks. Venturing past these platforms and using the corners of digital space (Check out Raw to convert your Excel into vector graphics), B2B companies can find ways to articulate thought leadership, announce new offerings and build mass connections.
But for that B2B companies need to cultivate storytellers:
- “No one cares about your marketing goals. But everyone likes a good story. The businesses that can tell one will have increasing advantage,” Shane Snow. In any form of communication (verbal/non-verbal, internal/external), the key is to study your audience and understand what makes them tick. Storytellers know how to persuade and make ideas stick.
- “People in general, care much more about their problems than they care of your products,” stated Contently. Storytellers know who needs to be the hero of your story in order to have the most impact. Your brand? Your customer? The issue? They take their pick. If you rather not have your product shine but the experience, storytellers will do just that. If it's a common hurdle your product has overcome, storytellers know how to make that hurdle your [story’s] main character.
- If your company doesn't have a story right now. Your desired story will give you strategy. Many times, companies fall into the trap of telling the story that isn’t true right now. But cultivating your desired story by doing what it takes for it to come true can make it the future of your company and your work. “Use the truth as your touchstone; any gap between the desired story and the truth is a way of picking out what you need to do in the future," recommends Mohsin Hamid, Chief Storytelling Officer, Wolff Olins.
So go ahead - Live. Tell the story. Repeat.