How do you use the storytelling approach in product marketing?

Storytelling provides helpful guardrails to against falling into the trap of rattling off features. In telling a story, you're thinking about the hero (your target persona), the pain they're facing or mountain they need to overcome (and why), and how your solution will help them. As you write content, think about the emotional drivers of your target persona that lie beneath the surface of the tactical; for instance, what happens if they do a given task well? How are they personally rewarded (time saved, outcome achieved, etc.)? In the end, storytelling is a way to achieve more resonant, value-based messaging that resonates the human decision makers you're writing for.