AMA: Mux VP of Marketing, Amit Bhojraj on Storytelling

I have used April Dunford's Obviously Awesome framework to develop messaging and create a product narrative. It is simple and can be applied to any setting. I have not yet read her other book, "Sales Pitch," which is all about crafting a sales narrative that will help you stand out and win.

https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005

Here are the steps that I would follow:

Step 1: Do your research first and build a point of view.
Step 2: Align with internal SMEs (engineers, SEs, architects) to validate your findings and differentiators.
Step 3: Find customer stories to support (1) and (2).
Step 4: Create the internal battle card and external messaging (slides for sales enablement and landing pages).

Your solution can be extremely technical, but in the end, messaging is already grounded in the end value that your platform delivers to your end customers. It is also grounded in how your solution can solve the problem better than anybody else in the market. If you focus on the outcomes/value, I don't think messaging should be challenging.

And if you have not figured out the end value, you surely have work to do.

Test the story with your customers during case study conversations. The tone is informal during a case study interview, and you are already in a good place to ask for feedback. In my view, if the story is already built from the ground up based on customer/competitor research, you have already won the battle.

I have also used Wynter and provided feedback on specific concepts. That is one more approach you can possibly try.