I have a habit of using catchphrases at work. Every month or so I’ll have a go-to slogan that I keep coming back to, boring my team to death with it. We don’t launch features. We launch narratives. This is my catchphrase of the month. 👆 It’s possibly an obvious one to seasoned product marketers. But it’s super important. So I'd better clarify what I mean by it…
Do you recommend any book/article/course that helps with building a narrative to shift customers' perceptions? Is there a particular framework for this?
This is a great point, and I think it finds a nice balance between selling the sizzle and the steak. Selling a narrative speaks to the broader use case of your product. And at the same time, using this to explain your features makes it natural to then go on to explain how people can use it.
We don’t sell features here.
Hi Rory,
Do you recommend any book/article/course that helps with building a narrative to shift customers' perceptions? Is there a particular framework for this?
This is a great point, and I think it finds a nice balance between selling the sizzle and the steak. Selling a narrative speaks to the broader use case of your product. And at the same time, using this to explain your features makes it natural to then go on to explain how people can use it.