Physical products are tactile, but software is intangible, so how do you think your audience expects it should look, feel or even smell?
Your target audience has a story about how they expect your product will make them feel. Marketers and developers must work together and meet this expectation with consistent and genuine stories woven into your software.
Physical products are tactile; you can feel them in your hands, how they move, smell and taste. Software is intangible. Even so, how do you think your audience expects your software to feel? To look? To smell? How should it look on opening the box (installing)?
Software is easier to change than physical products. Good design splits function and presentation; weaving your story into your software will be easy. Or not.
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Audiences want to go backstage, meet developers and see how they work. But watch out: if you don’t live your story you’ll get caught.
Packaging and labelling carry much of the load for physical goods storytelling. You have it easier: your marketers and software developers can work together and weave your stories right into your software.
Who those developers are, where and how they work is part of your story. Your audience wants to peek backstage, just like developers love to watch insider videos of Google’s fancy offices.
Going backstage used to be expensive. Developers visited customers on-site, or prospects visited the labs. Both were one-offs and not reusable.
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StoryComplete.com is a blog (now retired) for independent software vendors (ISVs) on marketing by storytelling. Andrew Biss wrote Story Complete to gain experience in blogging regularly.
The Story Complete blog is about helping ISVs sidelined by innovation and new players entering the game to acquire the new strategy and marketing skills they need to get back onto the field, re-enter the game and win.
