Storytelling Marketing Tips

19 Aug 2021 | BY Karl Pontau

Mark is the VP of Marketing at a biotech company. The business needs to attract more of its ideal clients in order to grow and succeed. And, in the competitive biotech industry, it’s hard to stand out from the crowd. 

Plus, Mark’s executive team set ambitious growth goals for this fiscal year. If he doesn’t meet those goals, he’s afraid of losing his job.

Frustrated and stressed, Mark and his team create a campaign focusing on how amazing and experienced their company is, how unique and advanced their device is, and feature a biography piece about their CEO.

At the end of the campaign, Mark reviews the results. They are not good. Not enough people responded to the ads, blog posts, and articles. Now Mark’s job is at risk.

What did he do wrong?

His team’s campaign was all about Mark’s company, not about their ideal clients! 

1 Counterintuitive Storytelling Tip


Think about it this way. How much do you like to hear somebody brag about themselves? The overconfident guy at the bar who’s had two drinks too many – and is loudly going on about his new car, his low golf handicap, and how he’s going yacht shopping next weekend – is not endearing himself to anybody.

But, that – in marketing terms – is what most companies do! 

Check out the last company website you visited. Odds are, most of the sentences start with the words, “We,” “Us,” “Our,” or the company’s name. It’s not nearly as effective as it could be!

To really stand out from the competition, make your ideal clients the focus of your marketing content. Show them that you understand what they’re struggling with. Set expectations for the journey you’ll guide them on. Tantalize them with how much better their lives will be after working with you. That’s what they want to know!

To easily start transitioning your messaging to this format, try revising most of the sentences on your website – except on the About Page – so they start with either, “You,” or “Your.” It’ll force you to think about your business from your client’s perspective.

And, that will help your business stand out from your competition, and attract more of your ideal clients.

If you want to learn more ways to improve your messaging, visit and fill out the short form. You’ll be amazed at how optimizing your business’s story will help you succeed.

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