• Kim Funk

You're Not Unapproachable - You Just Need a Good Story

How B2B blogs work in tech.

Photo by Science in HD on Unsplash

Most highly technical professions have two audiences.

Your academic peers - to whom you need to prove your expertise. This work involves citing a lot of other experts and speaking in terms that the general public doesn't understand.

And your customer. They may be peers, but they're running their own business. They don't have time to wade through a dissertation persuading them to purchase your product. They don't care how smart you are. They need key information quickly so they can make an informed decision quickly.

You can't accomplish that with highly technical language.

"Nobody cares how much you know, until they know how much you care" - Teddy Roosevelt

Keep your content simple and engaging.

Tell a story

Consumers buy products based on an emotional connection. And storytelling is one of the best ways to do that. Your customers want to know that you care about them. If that doesn't come across, they'll move on.

Good storytelling captivates readers so much, they don't even realize they're absorbing information about your product. Next thing you know, you hooked a new customer.

Here are two examples of highly technical brands that are harnessing the power of storytelling. With examples of their stories.


Google uses video storytelling to show businesses how Google Ads can work for them. They created this video telling the story of Zingerman's Delicatessen in Ann Arbor, MI. - BTW their cheeses and coffee cake are the BOMB!


Salesforce turned the tables with their blog. Instead of talking about all the ways they can help businesses. The folks at Salesforce use their blog to show examples of customers benefitting from their product.

It's much easier to digest than a long post about Salesforce's statistics. (Side note on this one, I've used Salesforce and it's a great lead generation tool.)

Your customers are busy. They want to digest information as quickly as possible - even if they know as much about your product as you do. Don't bore them with facts and figures. And don't waste their time with long narratives.

You don't have to be a great writer.

64% of marketers outsource their copywriting. And you can too.

When you hire a writer to tell your story, they look at your business from the customer's perspective. They ask questions that reflect what the client is thinking and give you a better sense of what clients want to know.

When you invest in a blog, you want people to read that blog.

Besides, you don't have time to blog anyway. So contact me and let's get you a blog that customers will read.

28 views0 comments

Recent Posts

See All