166: Storytelling Tips for Hardware Product Launches

Mar 9 2023 • 22 mins

Steve Multer is the author of Nothing Gets Sold Until The Story Gets Told which can be found on Amazon and all major book retailers. He has done over 20,000 presentations and worked with major hardware brands such as Cisco, Panasonic, Siemens, HP, Philips, Xerox, and over 100 more, all on crafting product and brand messaging. Today Steve is going to share some valuable knowledge on how inventors, startups, and small manufacturers can understand what corporate storytelling is, what the main components of a well-crafted sales or brand story has, and best practices around both launching a new hardware product but also maintaining the brand connection for long-term customer loyalty.

Today you will hear us talk about:

What is corporate storytelling
Metrics of a product (what investors want to hear) vs corporate storytelling (what the public wants).
Don’t tell the customer what you want to tell them, tell them what they want to hear. This requires knowing your audience.
The platform / pillars of a great story: Value, passion, and connection.
How do you change people’s lives, for the better, with their product.
Make sure to maintain your personal passion in advertising.
How connect with people by telling them a story that they recognize and that they become a part of.
You can be the best advocate to your own hardware product, you are the story.
Investors invest in you as a human being.
Combine your product with your story.
Trust yourself to sell your own story, and bring the human passion in.
Stakeholders, buyers, investors will be more lenient when they believe in the story and the passion behind that story.
Build a community first.
How do you sell
How do you keep customers
What is going to sustain and grow your hardware product and thus product brand for 10 years or more.