3 Steps to Telling a Great Technology Marketing Story

Connect with your readers on an emotional, intriguing level by telling a story they can relate to.

In a previous post I explained why storytelling is an effective marketing tactic for generating customers. Now I want to explain how to tell that great story.

Any story worth listening to, any movie worth watching, and any book worth reading has a couple things in common that captivate and move you: a structured and detailed plot and an emotional connection. A good story will clearly explain each character and their personalities, the location and environment of the story, and the experiences that occur through the story that lead to a climax and resolution. A good story will also trigger an emotion in you, whether it is between you and one of the characters, is a problem or experience a character is going through, or simply because it is based in your hometown. As a marketer, you want that same effect when trying to sell or advertise your product/service.

The following steps will help you simplify how you create a story that is structured, captivating, and helps trigger an emotion.

  1. Think like Aristotle and Gustav Freytag. These guys came up with the triangle plot diagram we used so often in our middle school English classes. That diagram is the basis of any well-written, interesting story. By following that diagram, from beginning to end, you will have a story that flows and is easy to follow. If the details and plot of your story bounce all over you will lose your listeners, and thus the sale.
  2. Be Descriptive. Geoffrey James explains in his article, “How to Tell a Great Story,” that focusing on the W’s (who, what, when, where, why) and adding context will help create that emotional connection. If you are descriptive in explaining the characters, the setting, the situation, etc. you are not only building a more interesting story but you are creating more points where your listeners can connect.
  3. Know Your Objective. The trick is staying on target and making sure your story circles back to the reason you are telling it in the first place. It is very easy to stray from the path, going on a tangent that can be impossible to pull back in. Make sure your ending is your listener’s takeaway. They want to know the story’s ending (hopefully happy ending) is the same ending they will receive.

We all enjoy a captivating story. If you follow these steps you can effectively tell one that will connect with your listeners, convincing them to work with you.

  • In what other ways are you able to tell a captivating story?

Utilize Storytelling as an Effective Tactic for Intelligent Systems Marketing

Triangle Plot Diagram

Geoffrey James: “How to Tell a Great Story”

Photo Credit: ohhector via photo pin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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