Popular wisdom has it that people like to read stories and that storytelling is a very important skill for content marketers to have—even if they work in the B2B realm. But what if your content team is hesitant about storytelling? How can you convince them of its importance?
This is a question I responded to recently on LinkedIn.
My two main points: first find out why they’re hesitant. Second, understand that content has to go beyond storytelling.
Find Out Why
You can’t reach a resolution with anyone until you understand where they’re coming from—their point of view or unique perspective. One of my favorite stories (storytelling in action…) is about an interview for a salesperson where the interviewer asks an interviewee: “Which do you prefer, a pen or a pencil?” Whatever the interviewee selects, the interviewer takes the other and says: “I prefer X; convince me to change my mind.”
The idea here is that someone poised to be a good salesperson will start the sales process by understanding the prospect. So, in this case, the response the interviewer is looking for is something like: “Tell me why you prefer X.” Most interviewees, though, even some seasoned salespeople, will launch into a pitch for why their choice is best. I did this exercise once in a group of about nine employees—only one took the first approach.
The why in any conversation clearly matters. Again, you can’t reach a resolution until you understand where someone is coming from.
In this case, you also need to understand best practices for creating persuasive content of any kind.
Storytelling is Important, But It’s Not Enough
A confession: I’m not a natural storyteller. It’s not my go-to strategy or practice when writing content. I tend to focus more on facts and data; that’s more natural to me (but more about this later). I probably was also one of those who was skeptical about the need for storytelling in a B2B environment. In consumer marketing, sure. But business is business, right? No, wrong.
In fact, there is a place for storytelling in B2B marketing; an important place. But effective B2B copywriting (or B2C copywriting for that matter) isn’t just about storytelling. You also need to incorporate facts and data. And you need to establish credibility for the company or individual trying to convince their audience of something.
I didn’t just come up with these three important elements of persuasive content based on my decades of experience. Not by a long shot. They are, in fact, the tenets of Greek philosopher Aristotle, who wrote about them in his book Rhetoric—written in 4th century BC.
He called these elements of persuasive rhetoric: logos, pathos, and ethos.
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Logos is logic.
It’s about presenting your audience with a logical argument that might be supported by facts and data. In fact, the better job you can do providing valid and reliable data and factual evidence, the more you’ll successfully influence your audience. But facts and data aren’t enough. That’s where pathos comes in.
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Pathos is about appealing to emotion.
That’s what great stories do. We have only to think of our own experiences with books and movies that have moved us to understand the power of pathos. Anecdotes are a great example of the use of pathos in B2B marketing. So are case studies. But telling stories and supporting them with facts and data isn’t enough, either. That’s where ethos comes into play.
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Ethos is about trust and credibility.
We’re more likely to trust information from The Harvard Business Review than The New York Post. We’re more likely to trust a big brand with a strong reputation like Nordstrom than an online brand like Zulily. Brands and their spokespeople must be trustworthy—and ethical (the word “ethics” was derived from “ethos”).
Pathos. Logos. Ethos. All three of these elements must come into play whenever we’re making an argument, whether face-to-face, through a speech or presentation, or through our advertising copy. Some people are most moved by emotion. Some by facts and data. Some by reputation and trust. But all of us, to some degree, are moved by all three.
So, if I had a team of B2B content writers who balked at storytelling, I’d first seek to find out why by having conversations with them separately and together. I’d address their concerns/questions. And I’d explain to them the importance of balancing all three elements of persuasive writing to have the greatest impact.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results at reasonable rates.
In addition to content creation we specialize in helping B2B clients raise awareness and drive website traffic through a strong LinkedIn and X presence.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
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Tags: Aristotle and rhetoric, content marketing, ethos, influence, influencing audiences, logos, pathos, persuasive copy, persuasive speaking, storytelling