We THINK we know what our customers want and how to deliver to them. But, more often than not, we realize that what we think we know is different than what we actually know or what we knew in the past is only what we think we know now. It’s that seed of doubt that drives those of us involved in market research to validate the insights we think we know…
Product marketers that can tap into proven methods of story creation can effectively create product stories that better resonate with their consumers and elicit an emotional response. Here are some critical things you should think about while building out your product story…
When creating reasons to believe, the rule of quality over quantity prevails. Here are 7 killer approaches and examples from healthcare (but can be applied to any market.)
Stick to 1 or 2 Reasons to Believe (RTBs). They should be highly believable, which will be more a lot more compelling than several that are loosely related.
When in doubt, test them to make sure they’re compelling and relevant to the promised benefit.