AMA: AlertMedia Vice President Product Marketing, Harsha Kalapala on Storytelling

The best frameworks are the simpler ones that have proven effective in our everyday lives. One of my favorites is to use the Disney/Pixar storytelling approach laid out in the book “Storybrand” by Donald Miller. It takes the following format:  A character (the customer) has a problem. They meet a guide (your company) who has a plan. The guide calls them to action. The action helps them avoid failure. The story ends in success. “The Hero’s Journey” is another effective framework for stories. You ...Read More

Strong external messaging starts with clear internal alignment on positioning. Internal positioning should focus on the internal narrative of how your products are clearly and measurably differentiated.  I’d begin this exercise by gathering a core cross-functional group of decision-makers from product, sales, marketing, customer success, and executive teams for input and influence across the org. Align on the core persona(s) you want to focus on for the positioning - the fewer, the better. Defin ...Read More

Your brand should NEVER be the protagonist of your storytelling. It should ALWAYS be your customer. We should definitely personify our brand as the guide to the protagonist, whose role is essential in reaching the protagonist’s desired outcomes effectively. In essence, the customer is Luke Skywalker, and your brand is Yoda. Think of your messaging as not about what the product can do for your customer but what the customer can do with your product. The first is about offering a service, the seco ...Read More

When you have 15 seconds to grab attention, you can only focus on one value prop. Put all your effort into the headline/image. Make sure you pick one that doesn’t necessarily tell the whole story but makes your value prop clearly differentiated and makes your audience want to read the next sentence on your website/message/story. That’s the core purpose of your headline content. In most cases, you want to appeal to the personal/emotional outcome of the buyer or the user - depending on the message ...Read More

In a crowded, competitive market, relying on having great words for the same features and benefits is a never-ending race. Even having the latest feature can only differentiate for a short period, as competitors can replicate most things quickly in this modern market.  The most important thing is to have a clear story and focus on a niche to address underserved segments of your audience. Make sure you have a unique value prop that meets the service gap and sets you apart from what competitors ar ...Read More