A good B2B story conveys strategic messages. Messaging is the foundation of strategic storytelling.
What are strategic messages? Strategic messages turn audience members into stakeholders — including investors, business partners and customers. Strategic messages turn audience members into stakeholders by establishing a bond between them and your company and persuading them to take action in support of your goals.
So when I start working with a client, we start out by reviewing business goals, summarizing marketing objectives, identifying and assessing audiences, defining supportive actions, and crafting strategic messages. [Explore Tools and Tactics…]