The Power of Story: How to Create Radically Clear Product Marketing

By Pragmatic Institute June 20, 2018

How do you capture the attention of your target audience when they are exposed to more than 10,000 brand messages every day? 

If you want your product to succeed in the market, your message must be worth tuning in to. Enter the power of story. A good story will grab—and hold—your audience’s attention. 

While watching, you will learn how to captivate your audience so your product will be a runaway success.

Kevin Krusiewicz, owner of Tell and Train, and a certified Certified StoryBrand Guide and Copywriter, discusses:

  • Why the brain tunes information in or out, and why it’s drawn to stories
  • A key positioning error many companies make, and how to avoid it
  • The critical ingredients all stories have in common, and how to use them to craft compelling message maps and statements
  • How to use compassion, credibility and certainty to earn the trust of your target audience

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Pragmatic Institute

About the Presenters

Pragmatic Institute (formerly Pragmatic Marketing) has continuously delivered thought leadership in technology product management and marketing since it was founded in 1993. Today, we provide training and present at industry events around the world, conduct the industry’s largest annual survey and produce respected publications that are read by more than 100,000 product management and marketing professionals. Our thought-leadership portfolio includes the Pragmatic  Framework, eBooks, blogs, webinars, podcasts, newsletters, The Pragmatic magazine and the bestseller “Tuned In.”


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