Telling Your Value Story
Your B2B Service Business provides unique knowledge, expertise, and capabilities that buyers can't see, feel, or directly experience.
Communicating that intangible value demands a special kind of storytelling.
Three Pillars of Value Storytelling
For buyers to understand you and your business, your value story must achieve three incompatible goals.
Your story must be clear enough to communicate what you do, and who you do it for, professional enough to build credibility and trust, while being human enough to build personal connections and lasting relationships
Your End-2-End Value Story
At every customer contact point, your end-2-end value story provides value, assures confidence, differentiates you from your competition, and embeds your brand in your client's brain.
- Pre-purchase (website) - Site navigation / web pages / blogs
- Lead generation - email / landing pages / blog posts
- Proof of value - Case studies
- Sales enablement - Sales process content
- Thought leadership - White papers / eBooks
- Client retention - Newsletters / email
- Long-term brand value - All the above
- Client retention - All the above
Building Your Value Story
To ensure your value story achieves your end-2-end communication objectives, we work together to craft copy and content that strategically aligns your clients' pain points and expectations with your unique solutions, capabilities and growth objectives.
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