B2B and industrial marketers should tell stories too!

SIR JAMES DYSON HAS GOTTEN WEALTHY telling the stories behind the development of his vacuum cleaners--among the best vacuum ads on the telly. Now he's telling stories about another cool product. Storytelling in marketing works!

Herb finally quit smoking.
There are hundreds of pharmaceutical ads on TV, but most of them are so contrived, so full of irrelevant association and borrowed credibility that they are embarrassing to watch. (Good thing the drug companies have and endless supply of money for marketing this stuff.) But of all the ads for pills, drops, injections, patches and the like, there is one ad that comes to mind that has something to say that will reach people--and it's for Chantix, a Pfizer company.

Herb seems happy.
And he tells you his story from the heart. I don't smoke, but this ad gets my attention everytime it comes on. Why? Because it's honest. It's believable, and that's refreshing. Storytelling in marketing works.

B2B marketers needs to start stealing

Business-to-business and industrial marketers would do well to steal the storytelling model from consumer marketers. I believe B2B and industrial marketers typically have many more stories that need to be told. Products are often more complex. Origins (R&D) are often facinating. And case histories of satisfied customers are powerful. Good stories are rich, layered, and give texture to ideas.

Stop using the same old stale, meaningless sales crap you've been using for decades. Use a story to engage your audience. And, with a beginning, a middle, and an end, you just might convince them to befriend you, and finally, to buy from you.

Photo: Denver International Airport, Frontier Airlines. Copyright Lloyd Lemons

Comments

[Keli]

I love, love, love this! Listening, learning and sharing through stories comes naturally to us. Though, finding that inner story teller and using it appropriately can be a struggle.

[Business Plan Writing]

Hi,
I personally like your post; you have shared good insights and experiences. It is such an interesting post.

[Lloyd Lemons]

A belated "Thank You!" Keli, for your comment. Yes, I wish more marketers understood the value of storytelling.

[Business Consultants]

Keli, its all about practice. The more you try and be a story teller, the more that inner story teller will grow and come out. Practice makes perfect and all that jazz. ;)

Marc

[Customer Service Chat]

Hi,
I really love listening, writing, and reading natural stories. I agree with business consultants that it’s all about practice. Good information, keep it up.

[Industrial Newsroom Editor]

Very useful post, fully agree. Lloyd I just miss one thing from your blog. How is it possible to contact you? I did not find any possibility except writing comments....

[Lloyd Lemons]

Sorry, my e-mail link was a little obscured from recent edits. Now, you can click on the "Contact" link in the Nav. bar. Thank you for pointing that out to me.