Communities
Sign Up / Sign In
How do you use the storytelling approach in product marketing?
1 Answer
Molly Friederich
Sanity.io Director of Product Marketing • March 24
Storytelling provides helpful guardrails to against falling into the trap of rattling off features. In telling a story, you're thinking about the hero (your target persona), the pain they're facing or mountain they need to overcome (and why), and how your solution will help them. As you write content, think about the emotional drivers of your target persona that lie beneath the surface of the tactical; for instance, what happens if they do a given task well? How are they personally rewarded (time saved, outcome achieved, etc.)? In the end, storytelling is a way to achieve more resonant, value-based messaging that resonates the human decision makers you're writing for.
974 Views
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite, Claire Drumond on Influencing the Product Roadmap
July 24 @ 10:00AM PST
Meta Product Marketing, Reality Labs, Kavya Nath on Influencing the Product Roadmap
April 3 @ 10:00AM PST
Google Head of Marketing, Google Maps Platform, Madeline Ng on Influencing the Product Roadmap
March 21 @ 10:00AM PST
Related Templates
Top Product Marketing Mentors
Sarah Din
Quickbase VP of Product Marketing
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Dave Steer
GitLab Vice President of Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Jenna Crane
Klaviyo Head of Product Marketing
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce
Kevin Garcia
Anthropic Product Marketing Leader
Amanda Groves
Crossbeam Senior Director Product Marketing
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Related Questions
What tools should Product Marketing use to relay customer feedback to Product management?How do we get our product management team to be more customer focused than timeline focused?Have you thrown a revenue kickoff, where marketing, sales, and customer success are all together. It would be where there are joint-sessions and then separate sessions for each group. I would love to see a sample schedule. I have done FKOs, but not RKOs. Do you do a product launch pre-mortem with your internal stakeholders before a product launch and if so, who do you include and what is your process for running it?At what stage should product marketing collaborate with product design on the design process?At what stage of product roadmap planning and execution should you step in as a product marketer?