How can you tell better stories about your products?
Stories speak to emotions, and it will result in a higher response. Facts and data can be leveraged but it’s the narrative that helps us to make sense of that data. I think that when you find a common ground and your audience can nod in agreement, then you will be in a better place to sell them something. All storytellers use contrast whether intuitively or consciously and it’s one of the most powerful devices in storytelling, for example, day and night, heroes and villains, good and bad, etc. When selling new products, I have found that we operate in the realm of what is versus what can be, and this is a powerful contrast. Don’t limit yourself to the story about the problem and the solution, see beyond and see what you can do in terms of contrast.