#TechBytes 4: Know your story

“...Here’s why storytelling matters when you are trying to convey a technology product to an end customer - storytelling [...] makes complicated things understandable, relatable and memorable”.

The stories that brands and people tell themselves and the people around them are what determine success or failure. More importantly, the real value of a brand isn’t what we tell people it is, but rather what people tell each other it is, and the only way you get people talking about you to each other is through a compelling story.

Technology is by its very nature technical. The problem is that your customer may not speak your language. How do you translate your service or product into something understandable, relatable and, most importantly, memorable? The universal language of story is the answer.

Having identified your story (starring your customer!), you need to get the attention of your target audience. Expensive big bang, hit-and-miss advertising campaigns are not effective in this regard. Your approach should be intelligent - consistent, targeted and iterative.

Engaging content expressed across multiple disciplines and mediums/channels where your target audience consume content is the best way to harness the power of compelling story to entrench your ownership of the customer’s problem (a problem they perhaps didn’t know they even had).

Here is Episode 4 of #TechBytes

Know Your Story by #TechBytes - powered by Digital Kungfu from Digital Kungfu on Vimeo.
Watch Episode 1: #TechBytes: The Need for Speed for B2B and Lead Generation.
Watch Episode 2: #Techbytes: Sell different, not similar.
Watch Episode 3: #Techbytes: Niche Down.

Download the full white paper “Inside B2B Lead Generation 2019”, researched and produced by Digital Kungfu, a purpose-built lead generation company for tech businesses.