One of the most fun and creative aspects of tech B2B marketing is the way we get to tell stories everyday. I’m not talking about making things up, I’m talking about how to deliver our messages in interesting, compelling ways that people will remember. As marketers, we’ve been perfecting the art of storytelling for decades, but it appears the rest of the business community might be on to us. In fact, Entrepreneur named 2014 The Year of the Story. And we can expect the stories to continue into 2015.
So how does storytelling relate to our daily work? Why is it so fascinating, and how can we use it to help our messaging? Well, in a recent conversation with the New York Times, Andrew Linderman, teacher of “Storytelling for Entrepreneurs,” claims that it’s really emphasizing the nuances and showing the specifics about a story that makes it really compelling. So as I’m thinking about press releases for my favorite cloud storage client, rather than just saying “…so-and-so’s cloud storage solution is good…,” I’ll think about the why and the specifics. The storage solution is easy to implement, meaning the IT tech has more time to spend on bigger, more interesting projects. Now our IT friends are interested; they can see themselves in the situation. And, as always, it doesn’t hurt that our client looks like the hero!