“People don’t buy products, they buy stories!”

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Users are 20 times as likely to recall information when it is delivered as part of a story.

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92% of users prefer campaigns when delivered as part of a story.

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Our brain processes storytelling visuals 60% faster than copy.

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The Product Storytelling Workshop 📚

The Product Storytelling Workshop helps teams craft a Strategic Narrative for more impactful and consistent product stories. Led by product storytelling expert Elliott Rayner, the workshop is based on his book The Story Engine and the Storytelling Certified course from the Product Marketing Alliance. There are five signs you need a Strategic Narrative.

  1. People read your website but they don't understand what you do.
  2. People get what you do, but not why they should pick you over the competition.
  3. You have multiple products and struggle to connect them in a simple way.

Storytelling is consistently recognized as a top-three skill in marketing, growth and sales. Yet less than 5% have ever studied storytelling. The workshop aims to equip teams with the scientific knowledge, case studies and frameworks, and case studies to create and communicate more impactful service stories.

1. Science

Teams are shown scientific studies on storytelling to better understand precisely why and how storytelling affects our brains and our behaviour.

2. Case Studies

We explore case studies from brands that apply this science successfully. Reviewing examples from B2B, B2B, physical and digital products.

3. Frameworks

Teams then are given proven frameworks that they can immediately start using to help generate more logical, emotional and credible product stories.

What do you gain? 📈

You'll learn how to tell your product story in a way that drives real impact—whether that’s higher conversions, more downloads, or stronger traction. We’ll help you identify and refine three key storytelling elements:

A) Differentiated Value - Understand the true value your product or service creates—what makes it stand out and why customers should choose it over the competition.

B) Ideal Customer Profile - Learn how to tailor your value proposition to your target personas, increasing your chances of conversion.