If storytelling sounds too “Kumbaya” to you for hardcore industrial marketing and sales, then I suggest you read on for a fresh perspective.
There is a very good reason centuries old Aesop’s Fables and others of that genre continue to be popular today for teaching valuable lessons. Their power lies in storytelling. Who doesn’t love a good story, don’t you?
Today’s industrial buyers believe in self-serve in the early stages of their buying journey. S/he wants to read content that will help him or her make a more informed decision. A hard sell would be a total turn off. For engagement to happen, you have to make buyers immerse themselves in your content by the stories you tell to sell your solution.
How do you make that personal connection? You do that by addressing their “What’s in it for me ((WIIFM)” concerns. It’s about them, not you! By telling stories that are unique to you and your company. That’s how you differentiate yourself from others. Your competition may be able to outspend you and easily copy your industrial marketing tactics but they can never steal your stories and make them their own. See my post, “Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions.”