All too often we get caught up in how amazing our own technology is. We know it so well: all that it can do, all the problems that it can solve—so should the world!
But what can so easily be missed is connecting a customer to the amazing nature of your product. And that, no matter all the bells and whistles in the world, comes down to quality storytelling. An engaging product story is one that drives an emotional response, and is one that a customer actually enjoys hearing.
The fundamentals of storytelling
What’s great is that everyone can be a great storyteller. It’s all about the understanding the basics.
Identify your story elements.
These aren’t too far off from your favorite novel or movie.
- Start with your characters. Namely, people in a similar situation with your customer who may share the problem your technology solves.
- Have a clear problem/opportunity that may be at risk. Show your knowledge of what your customer is facing.
- Solve a problem for your beloved characters with your technology as their secret weapon.
With these elements, you are now ready for your hero to save the day. And how will they save the day? With your technology, of course!
Craft a hero narrative.
Once the stage has been set, you can tell a three-act story of how your technology solves the problem that your customer is facing.
Act I: Introduce the customer and the problem (build the emotional connection with what your customer is facing).
Act II: Solve the problem (the ‘what if’ scenario, the building of hope that something could solve the problem).
Act III: Show how your technology solves that problem (notice how your technology comes at the END of the story?). This final act should feel like a very satisfying reveal, bringing about positive reactions like, ‘Ah-ha!’ or ‘Whoa!’ or ‘That’s amazing!’. Your technology just solved a big problem, so don’t be shy about framing it as a true hero moment.
Tell your story often.
Even with a great demo script that hits all the right notes, the story is not yet your own.
As the story’s narrator, you need to deliver that story again and again to uncover your tone, your pacing, and those little nuances that make your customer connect to you, not just your demo.
Don’t be afraid to practice your demo on your own and with coworkers. Next, practice your storytelling with a professional outside of your company. Giving the demo and narrating the story will get easier and easier, allowing you to focus more on telling a compelling product story than simply clicking through slides. The more comfortable you are giving that demo, the better the product story, and the more engaged your customers will be.
Tell a better product story
Product storytelling is what we do. Learn about 3Sharp’s process and discover how we can help bring your technology to life.