Mar 10, 2010
This post from Lateral Action struck a particularly responsive chord: “All else being equal, the best story wins.” In particular, I found it interesting that the majority of the examples shown in support of that theory aren’t telling the story of the average consumer product. They are stories about the credit crisis, high blood pressure and saving the planet. Those are difficult concepts.
And that jives with our approach. Explaining complex products, services and solutions via very specific stories is the best way to engage, educate and motivate. As we’ve found, it’s particularly useful in effective B2B communications.
That’s right. B2B. Because the key part of B2B that is too often overlooked is that it’s still interpersonal communication. Businessperson-to-Businessperson. And telling a good story is the best way to make that human connection. But let’s dive deeper into the “why” for a minute.
The word “business” by it’s very nature immediately makes us think from a logic standpoint. We start thinking about things like management, money and accounting, skyscrapers and cubicles. Maybe we think of a person… but they are wearing a dark suit and a scowl. (If you need more proof of this, go to Getty Images and search for ‘business’ or ‘business person.’)
So how do you break that paradigm? By finding the nugget of information that leads to a story that works on the person-to-person level; then pulling people into that story quickly. Here’s just one example to keep in mind as you ask yourself, “are we making a well-written list of benefits, or telling a relatable, compelling story?”
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.