What’s the essence of a war story? Is it the victory or the violence? Is it the old soldier telling it or is it the lessons war itself teaches?
It doesn’t have to be all that deep actually. The essence of a war story is experience. And like veterans, sometimes just telling your own experience can score you a lot of points in B2B marketing.
The value in B2B products and services are arguably more based on experienced compared to B2C. The success of a vendor can mean the difference between folks keeping their jobs or losing them. (That’s just one example by the way.)
There’s only so much a customer can bet on based on just logic and theory alone. Today’s industry leaders are what they are today because they didn’t just count on that. They wagered on their own personal experience in their own field.
But of course, sometimes your own experience can be just that: Your own experience. It may not be the same with other organizations. So to make your stories more convincing, here’s what you should do:
- Get solid proof – This is obvious but can be easier said than done. That’s why even when you’re focused on providing the service/product, find some ways to record the experience. That way you’ll have solid proof of what you’re saying. Try including videos or pictures with your content whenever you tell a story.
- The story should answer a question – What’s the purpose of telling the tale? You don’t need a marketer to tell you that nobody likes stories just for the sake of promotion. The first (and perhaps only thing) prospects want out of your stories is information. Did a particular marketing tactic work in your experience? Was it better to use this type of communication or target this particular niche for a product? These are just some questions that hard experience could prove a persuasive answer.
- Have other marks of credibility – This can range from customer testimonials that are in agreement with your own accounts to the number of years in service. Don’t hesitate to post your credentials as well. All of these can make it just a little harder to dismiss the experiences you retell.
The dichotomy between knowledge and experience isn’t just a problem for philosophers. Marketers have their own way of tackling it. It can be the difference between a tall tale or a seasoned veteran’s experience.