Every B2B Has a Compelling Story to Tell
Lately, we’ve been thinking a lot about how the philosophy behind human-centered design can shape human-centric messaging. We will never stop preaching the importance of leading with empathy and centering your marketing strategy around solving your customers’ problems. Best-selling author and marketing expert Donald Miller advises taking your message to the next level by building a StoryBrand. At Molo, we’re big believers in the power of B2B storytelling, and the StoryBrand framework is one of the most effective ways to build your compelling, human-centric story.
What is a StoryBrand?
B2B storytelling may not sound real, but it is essential to attracting and retaining customers. The StoryBrand framework helps you tell the story of your business with the basic structure of the classic hero’s journey. First, the hero (your customer) steps into the story. The hero has a problem, and they need help solving it. Next, they meet a guide (your business), and that guide offers them a plan (your solution to their problem). Finally, the plan calls the hero to action (buying your product or service to solve their problem). By the journey’s end, the hero should feel empowered to choose your product or service as the ultimate solution to their nagging problem. You get major results when you shift your B2B storytelling focus from your brand’s accomplishments to your customer’s needs.
The Benefits of B2B Storytelling
While human-centered design puts real people at the center of every development process, human-centric marketing puts real people at the center of every message. And that’s why the StoryBrand framework is so successful. A recent statistic shows that B2B buyers read thirteen pieces of content on average before purchasing. When your messaging centers on the needs of that B2B buyer, you’re more likely to grab their attention well before they read their thirteenth piece of content. So what are the other benefits of human-centered B2B storytelling?
- You can acknowledge your customer’s pain points and show that you understand their problem.
- You can use your story to present a clear solution to your customer’s problem. Not only are you demonstrating that you have the solution, but you’re also showing how your product or service benefits your customers.
- You can demonstrate what might happen if your potential customer fails to choose your solution — that can be equally powerful as showing what success looks like.
- You can build credibility by showing your product or service in action.
Indeed, the StoryBrand framework is powerful for both you and your customers. As you build your framework, you’ll better understand your business’s true purpose and customers’ most pressing needs. Donald Miller’s book Building a StoryBrand is a great place to start. But if you’re looking for a guide through your StoryBrand and digital marketing journey, Molo is here to help. There’s nothing we love more than pointing our clients in the direction of success. When you’re ready to tell your story, let us know!