When you think of storytelling in B2B copy, you might think of case studies or customer success stories. And you’d be right. But the story opportunities don’t stop there. Every piece of copy has the potential for sharing a story.
As Jason Fried, best-selling author and founder of Basecamp, once tweeted, “‘Here’s what our product can do’ and ‘Here’s what you can do with our product’ sound similar, but they are completely different approaches.”
When you demonstrate, “Here’s what you can do with our product,” you help your prospective customer see themselves achieving a desirable outcome. They get to put themselves in the “story” you’re telling.
After all, do you want a new project management tool, or do you want to be organized and not have anything slip through the cracks?
If you’re like most people, you’re interested in the end result… you’d like to be organized and on top of things. Learning a new project management tool isn’t the point.
Fortunately, once you make that mental shift, you can start seeing how storytelling can weave through all types of B2B copy and not only customer success stories. Let’s take a closer look.