Too many tech companies I've worked with focus their marketing energies on telling buyers what they do. The problem? It's nothing more than a boring list of features that doesn't engage the audience. The idea of storytelling is all about using a story to get them to become emotionally connected.
The brain is wired for stories - it's the very reason movies as a medium have withstood well over 100 years of success with no end in sight. We love a good story.
As you read this article, keep in mind you don't need to necessarily tell an actual story (as in, Once upon a time...), but need to have a storyteller's mindset when marketing your product. Even the order of the bullets can tell a story. Take the following example of a new exciting knife I just invented called the PB&J'er and look at the order of the features I present:
The PB&J'er turns your sandwich-making experience into a simple and easy task:
An extra-wide blade scoops out 40% more peanut butter or jelly
It's non-stick surface makes spreading easy with a simple motion of the wrist
A razor sharp edge quickly cuts sandwiches in half
The stainless steel coating makes cleanup a quick and easy task
While I'm definitely not a knife marketer, the features I covered walked you through a story of making a peanut butter and jelly sandwich from start to finish. That's what storytelling in marketing is about.