Blog Archives

B2B Case Studies: Beyond “Situation, Action, Result”

Where is the drama? Build a story to make B2B cases studies more engaging.     Don’t be boring! White papers and B2b cases studies traditionally use the abrupt and clunky “Situation, Action, Result” format, as if the steps just

Posted in Marketing, Sales Tagged with: ,

Make Story a Priority

The privileged status of story. Our minds prefer to prioritize stories more highly than they do communication in other forms of information, like lists and figures. University of Virginia Psychologist Daniel T. Willingham has referred to stories as “psychologically privileged.”

Posted in Communication, Marketing, Sales, Story

Let Me Tell You “About Me”

Why the story on your “About Me” page matters and how to improve it. Guest post by Daniel McInerny, CEO, The Comic Muse My passion is to help businesses and organizations tell their stories. I am an author of fiction

Posted in Marketing, Sales, Story

B2B Marketing: Act Less Like a Rock Star and More Like a Roadie

Rockstars not wanted Why customers (not you) should be the heroes of your content marketing stories. On a recent Tuesday afternoon, I was talking with 20 business owners in the Kauffman FastTrac New Venture program about the power of story

Posted in Communication, Marketing Tagged with: , , ,

How to Diversify Your B2B Client Case Studies and Avoid Marketing Ruts

I have a relative who likes to tell the same story every time we see her. It’s a good story that makes people laugh, but it seems to be the only one she knows, and she tells it regardless of

Posted in Marketing, Sales Tagged with: , , , ,
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