There once lived a valiant B2B marketer named Lance. Even though he was incredibly clever, he had been tasked with a particularly arduous mission. His assignment was to create compelling content about one of the most boring products to ever be sold at the market. Not only did he have to write interesting content, he had to create a lot of it.
Lance discovered a magical secret nearly as old as time, which was that every buyer persona loves a good story. By switching his approach from simple information to a narrative, and by creating heroes and conflict, his audience grew.
This new audience wasn’t just there to listen, and suddenly the company’s sales were higher than ever before.
His boss was so pleased he was given an enormous raise, which was enough to buy the shiniest steed in town.