Wondering what storytelling has to do with SaaS companies? Everything of course!
Storytelling is how you really sell yourself as a brand to potential customers. It’s how you get people to not only think about you, but also how you get people to remember you.
Great stories get more. So here are some tips on how to tell stories worth remembering.
You do have a story to tell – Identify it
Not having a physical good to show off doesn’t mean you don’t have a story to tell.
Think about it, where did the idea come from? How did it begin and how has it developed? What difficulties had to be overcome?
One of the most well know SaaS companies is Salesforce. They have one simple line “become a customer company” that their brand story is based on. It’s fair to say that they’ve done quite well with that line!
People interact with other people. Therefore your story needs to be about someone.
If you’re launching a new product, tell a story from the perspective of a user for example.
Also, who are the unsung heroes at your company? Who are the people who have interesting jobs but don’t interact with the public? Tell their stories.
Appeal to the audience’s needs
Have you ever told a story and found that someone has only been half listening to you?
That’s probably because they just weren’t interested, and that’s probably because it was of no benefit to them.
It’s not about showing how great you are, it’s about showing how your SaaS company can help a person or a business. If you can do this, then they’ll think you’re great!
Apart from addressing their needs, another way to grab peoples attention is to make them feel…well anything!
Stories are simply a great way to make people feel. Think about what emotion you want to communicate and then provide the information to support that emotion in your story.
If your story can make someone sad, happy, angry, or motivated, then they already feel more alive. They’ll remember that.
A picture truly does tell 1000 words.
As Microsoft‘s Chief Storyteller Steve Clayton says in relation to visual content – “Visuals and photography – my gosh, if you get them right, they are really remarkable. Poor images won’t get picked-up on covers of big newspapers.”