Getting people to read your story, an article, or a blog post allows you to connect with them for valuable minutes.
The reason:
People don’t desire products. They desire outcomes products give them. And words provide an opportunity to share a glimpse of those outcomes.
Stories move people and moving people is what helps businesses grow. It often starts with building your “core narrative”.
Your core narrative is what you sell beyond your product. It’s the broad idea behind your otherwise selfish product.
Ali Mese
Let’s consider a few best-in-class:
Drift‘s blog doesn’t talk about its chatbot products; the content focuses on delivering personalized conversations.
Airtable doesn’t hard-sell the audience on its spreadsheet-database software. Instead, their content helps build collaborative apps with customized workflows.
Typeform doesn’t hard-sell its prospects with online forms – there are lots of identical online form competitors. They instead talk about creating frictionless surveys “that people want to answer”.
Your core narrative should help the customer visualize their future state.