How can you convey the importance and value of a service that is highly technical and niche to decision makers with limited subject matter knowledge? The answer is: Storytelling through relatable content.
With one of my tech clients, I am creating new product information and sales collateral with a classic FAB (Features Advantages Benefits) focus but I am also adding an extra layer to the material: Storytelling through common real-life situations that everyone can relate to in order to give the reader, regardless of technical background, instant understanding of the core benefits of their outsourced IT management service.
Let me demonstrate:
Headlining the product sheet page is a title called ‘Imagine if…’ and below is a statement saying:
…you could have a built in doctor in your body that would constantly ask you how you are feeling, take your temperature, listen you your heartbeat or administer paracetamol before your body even knows it’s feeling under the weather. That would be perfect. It would mean that you would never have to get sick, or even get close to feeling under the weather, and you could continue focusing on everything else that is important in your everyday life.
Followed directly by a clear link to the core value of the service:
Imagine then if the same proactive, continuous health check was available for computers, servers and the entire IT-environment for a company. Imagine if your company’s computers would never have to get sick or feel under the weather again and imagine what this would mean in terms of profitability as a result of continuous productivity. Our 360 degree solution is designed for this reason only. To ensure the health and efficiency in your company’s IT-environment.
All of a sudden, your decision making reader has a firm grasp of the value of implementing a service that can keep their company’s IT in good shape at all times and no prior nerd-knowledge of IT, complex servers or fancy computers is required. The storytelling paints a clear picture by itself, simply because everyone knows what it’s like to be sick and no one likes it.
The doctor-example is also followed by another common real-life situation that helps explain another core benefit of this service. With the above format fresh in mind; imagine how relatable the below statement is and how easy it would be for the same reader to understand the true value of the service’s 24/7 remote crash fix support:
…if you could have a car mechanic on standby around the clock that would repair your car whenever there is a problem without ever having to go to the car repair shop and also does not cost an arm and a leg. That would be good, right?