How to honor your product with storytelling
How to honor your product with storytelling

How to Honor Your Product with Storytelling

Germany is home to the Nürburgring race track. It’s one of the longest and most challenging automotive racetracks in the world. So much so that it has 3 to 12 fatalities each year. 

Surrounded by dense forest, the 22.8 km circuit has over 150 corners. These elevate over 300 meters through a mountain range. Formula One racing champion Jackie Stewart once called it “the green hell.” It’s also where the showdown between two of F1’s greatest drivers took place. And one of them almost lost their life.

The movie ‘Rush’ directed by Ron Howard does a fantastic job of telling this story. So great, that instead of re-telling the story I’d rather describe something else. The formula Howard used to structure his film. It’s similar to a type of B2B content that has helped countless B2B companies succeed – the Case Study (aka. The Success Story).

Your Products and Services at Their Best

There are many types of business stories. Each serves a different purpose. A Case Study is a sales story that captures the essence and excitement behind your products. Its role is to help you close the sale by proving you can deliver on what you promise.

If your services are complex, expensive, or innovative, then you need Case Studies. B2B firms can’t afford to buy the wrong product or work with the wrong firm. A Case Study goes beyond a testimonial. It helps prospective customers see what the future will be like working with you, and using your products and services.  

Steps to a Great Case Study

You may have read success stories that impressed you. But what you may not have realized is that these marketing assets don’t write themselves. A Case Study specialist has conducted expert interviews. They’ve dug up the facts and real world details that increase belief. Then they’ve shaped them into a compelling marketing piece. 

The first interview in the process is usually with you. What are your business goals? What are you hoping your customer will say? They may have a different version of events. And it may be better than yours.

Next, the Case Study Specialist interviews your customer. They’ll ask them about the challenge they faced. What journey did they take to find a solution? How did they use your product to overcome their obstacles? What were the results? They’ll also dig for real-world details that can make a story stand out.

What’s Your Story?

Formula One racing is inspiring. In fact, the movie Rush inspired me to write my book on B2B copywriting best practices. Stories are told about athletes because of the challenges they overcame. Your product could gain some mythical significance too, if you told great stories about the challenges they helped your customers overcome.

The truth is, great athletes started with no special status. It’s their stories that make them significant. Put yourself in the shoes of someone on their buyer’s journey. One good story could raise your product from the ordinary to the extraordinary. So, what’s your story?