FastCompany.com recently ran a great piece on how to create a better sales pitch by leveraging storytelling techniques (“Using Great Storytelling to Grow Your Business”).
As a demo-development company, we consider storytelling to be a huge part of what we do. The process of building an autodemo starts by understanding the product’s story; to build an effective demo, you have to ask questions like:
- What differentiates your solution from its competition?
- What are the key benefits?
- How do the primary features serve the user?
Once we have answers to these questions, we can craft a script that tells an engaging and compelling story. This technique can be used across other areas of your marketing and is a great direction to take when writing collateral pieces like case studies and white papers.
Not sure how to write your own story? Here’s a start:
The Plot – Does your introduction grab the audience’s attention? Does the action build to a turning point or Aha moment?
The Characters – How well do you know your audience? Who are the decision makers within your prospect companies? Does your demo speak to them in a tangible and engaging way?
The Conflict – Your product addresses a real need; have you identified that conflict in a way that resonates with your audience? Are they on the edge of their seat?
The Resolution – Show how your software resolves these challenges and helps your prospects meet their goals and objectives.
If a story can convince the reader that you can help make their life (work or play) easier, then you dramatically improve your odds of capturing an audience that not only wants to hear more, but will remember what you have to say.