“The stories we tell literally make the world. If you want to change the world, you need to change your story. This truth applies both to individuals and institutions.” –Michael Margolis

 

I recently asked a client for a reference, and one of the strengths that he cited for our team was in storytelling, both in written and visual abilities. I was quite pleased to learn this, and have always appreciated the art of telling a good story. I had wonderful English teachers in grade school and high school, and I have been a voracious reader since I could read and understand words. For a time in junior high school, I considered books to be more of my friends than actual people.

So, why does a strong story matter in B2B marketing? I think this is because as people, we love a good story. We want to understand the premise of a good story, learn who the characters are and root for our favorite person, and see how a problem or conflict is solved. In the business environment, anyone making a considered purchase has a need that must be addressed, and a good story that is applicable to that problem will rise above the rest of the competition and how it is being communicated to a target audience. I would also argue that the more complex your offering is to a marketplace, the more important it is for a story to give it form.  Research indicates that 78 percent of CMOs think content is the future of marketing. And two thirds of marketers think branded content is superior to PR, direct mail, and print advertising.

At the Paulson Collective, we have created strong stories, both in messaging, written content and in visual communications. Each of these projects have been challenging in their own way, but also wildly fulfilling. We work as a team to learn as much as we can about the company that we are working with, understand their industry and competition, discover the company’s areas of strengths, and then translates those strengths and distinguishing characteristics into a variety of marketing tactics. And the fun part is in watching those tactics turn into channels for our clients to grow their businesses.

A wealth of information exists to validate why we as people respond to good stories in the business environment, and I think anyone involved in B2B sales or marketing should consider what your company’s story is, what makes it compelling and unique, and how you can best communicate it to your industry.