02 An intro to narrative design Contents 4 Chapter One: Why do brands tell stories? 6 Chapter Two: How to optimize your storytelling 9 Chapter Three: Empowering advocate storytellers 16 Chapter Four: The recipe for storytelling (and success!) 24 Chapter Five: How to instil authenticity - and why it’s key [podcast] 32 Chapter Six: 10 tips to improve your storytelling strategy Effective communication is a valuable commodity for any product marketer. But how can product marketers convey their messages to their audience well, whilst striking the right balance between fact and narrative? The answer: well-executed product storytelling. Storytelling is one of the most important parts of product marketing, and is a great way of introducing your product or service to your target audience. As a product marketer, you need to re昀椀ne your storytelling to ensure you can build strong relationships with your audience, and convert them from prospects to customer advocates. This eBook will deliver transferable takeaways that’ll help you and your team tell compelling stories that’ll communicate your value proposition clearly, and resonate with your audience.