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!
What can so easily be missed is how to connect 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. A product story that engages is one that drives an emotional response, one that a customer actually ENJOYS hearing.
The Fundamentals of Storytelling
And what’s great is that everyone can be a great storyteller. It’s all about the fundamentals. Here is what we recommend for telling great stories about technology:
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.
With these elements, you are now ready for your Hero to save the day. And who is this hero? Your technology, of course!
Craft a Hero Narrative.
Once the stage has been set, you can now tell a three-act story of how your technology solves the problem that your customer is facing.
- Introduce the customer and the problem (build the emotional connection with what your customer is facing).
- Solve the problem (the ‘what if’ scenario, the building of hope that something could solve the problem).
- Tell how your technology solves that problem (notice how your technology comes at the END of the story).
Act 3 should feel like a very satisfying reveal, bringing about 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.
You need to deliver that story again and again to find your tone, your pacing, and those little nuances that make your customer connect to YOU, not your demo.
Tell a Better Product Story
Don’t be afraid to practice your demo on your own, and then, practice with co-workers. Then, practice with a professional outside of your company. Giving the demo will get easier and easier, allowing you to focus more on telling a good product story than just hitting the right clicks. The more comfortable you are giving that demo, the better the product story, and the more engaged your customers will be.