This article is based on a workshop delivered by Daniel Scott at the Product Marketing Summit in Las Vegas. Catch up on this session, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.
Managing the release of multiple products at the same time can be challenging. In an ideal world, you’d have a beautifully laid-out plan with one feature release neatly following another.
Unfortunately, that’s not always how it goes.
In just one quarter, you might have 10 to 15 features all coming out at around the same time, while different teams all battle to find a space in the launch calendar. It can be overwhelming, to say the least.
That’s why I came up with a simple framework that allows us to create compelling storytelling, messaging, and sales and marketing collateral efficiently and consistently. This way, we don’t have to reinvent the wheel every time a new feature comes out.
I’m going to share that framework with you today, covering how to find and tell the story of a product that you’re launching. I’ll also be sharing seven storytelling methods you can use to make even the most complex products easy for customers to wrap their heads around.
Just a quick caveat before we get into it: This isn’t about company-level storytelling, which you’ll usually work on with your CEO and others. This is specifically for tier-one and tier-two product and feature releases.
