This post from Lateral Action struck a particularly responsive chord: “All else being equal, the best story wins.” In particular, I found it interesting that the majority of the examples shown in support of that theory aren’t telling the story of the average consumer product. They are stories about the credit crisis, high blood pressure and saving the planet. Those are difficult concepts.
And that jives with our approach. Explaining complex products, services and solutions via very specific stories is the best way to engage, educate and motivate. As we’ve found, it’s particularly useful in effective B2B communications.
That’s right. B2B. Because the key part of B2B that is too often overlooked is that it’s still interpersonal communication. Businessperson-to-Businessperson. And telling a good story is the best way to make that human connection. But let’s dive deeper into the “why” for a minute.
The word “business” by it’s very nature immediately makes us think from a logic standpoint. We start thinking about things like management, money and accounting, skyscrapers and cubicles. Maybe we think of a person… but they are wearing a dark suit and a scowl. (If you need more proof of this, go to Getty Images and search for ‘business’ or ‘business person.’)
So how do you break that paradigm? By finding the nugget of information that leads to a story that works on the person-to-person level; then pulling people into that story quickly. Here’s just one example to keep in mind as you ask yourself, “are we making a well-written list of benefits, or telling a relatable, compelling story?”
The post Business(person)-to-Business(person) appeared first on Centerline Digital.