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Brand storytelling has become an overused term that’s pretty vague. John’s take will give you a new take and things you can apply today to your website and marketing. He’s focused on building a customer-centered story framework you can use everywhere, so your marketing doesn’t end up sounding like a company talking about itself.
In this episode, we talk about:
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Storytelling vs story building
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How to make your customer the hero:
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The 3-step story arc John uses: Recognition, Perception, Projection
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How B2B needs emotion, too
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One simple audit prompt
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A myth worth deleting from the internet
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Plus, John shares the “three beers” idea for loosening up B2B content without going off-brand
