This article is based on Zack Wenthe’s brilliant session at the Boston Product Marketing Summit. As a PMA member, you can enjoy the complete recording here. 

Storytelling is one of the most powerful tools in a product marketer’s arsenal – but using it effectively isn’t always easy. 

With launches, messaging, and a never-ending to-do list, it’s tempting to take the easy route and focus on facts, features, and data. Alas, facts alone don’t persuade. People don’t just buy products; they buy stories that make them feel something.

So, how do you tell stories that actually drive action?

In this article, we’ll break down five key techniques to make your storytelling more compelling, shareable, and impactful. But before we dive in, let’s explore why storytelling works – not just from a creative standpoint, but from a neuroscientific one.

The three ways we make decisions

Our brains process information in three primary ways, and understanding these can help us craft stories that truly connect with our audience.

  1. Logical decision-making: This is the classic, fact-based approach. We analyze a set of rational arguments, weigh the pros and cons, and make a logical decision. It’s the most demanding way to process information, and – let’s be honest – it’s not how most people make everyday choices.
  2. Heuristic decision-making: Because our brains are overloaded with info, we rely on mental shortcuts. If something seems familiar, we assume it’s close enough to what we already know and make a snap judgment. Think about grabbing a candy bar at checkout – you don’t overanalyze it; you assume it’ll taste good based on your experience with candy bars.
  3. Narrative transportation: This is where storytelling becomes a superpower. When people immerse themselves in a story, they absorb its messages without resistance. A compelling narrative bypasses skepticism and logical scrutiny, making the audience feel the message rather than just process it.

We see this in everything from advertising to public health campaigns. An anti-smoking ad doesn’t just list health risks – it shows a person speaking through an electronic voice box, sharing their regrets about smoking and the impact it’s had on their life. Instead of just presenting facts, it pulls us into their story, making us feel their emotions.

For product marketers, this means that the most persuasive stories aren’t just logical – they’re emotional, immersive, and memorable. And now, we’ll break down exactly how to craft them.

1. Give it structure

When people hear the word “structure,” they sometimes assume it’ll make stories formulaic or predictable. However, that’s not the case. Our brains are pattern recognition machines – we look for structure in everything. It’s what makes stories compelling.

One of the most well-known storytelling structures is the hero’s journey. This framework, popularized by Joseph Campbell, is also called the Monomyth. It follows a simple but powerful arc:

  1. The hero starts as an ordinary person.
  2. They’re called to adventure.
  3. After some resistance, they commit to the journey.
  4. Along the way, they meet mentors and face challenges.
  5. They hit rock bottom and all seems lost.
  6. They learn something that allows them to overcome the challenge.
  7. They return to their old world with new knowledge or power.

We see this structure everywhere. Star Wars follows the hero’s journey. Harry Potter follows it. Even The Hangover is a hero’s journey at its core. 

This framework isn’t just for movies; we can use it in product marketing stories too – your customer is the hero, and your brand is the mentor guiding them toward success.

A faster storytelling framework: And, But, Therefore

As great as the hero’s journey is, we rarely have the time to take our audience through every step of it. Our audience isn’t sitting down with popcorn, ready to watch a feature-length film from us. So, here’s a much quicker, but still highly effective storytelling framework: And, But, Therefore (ABT). 

This framework was popularized by Trey Parker and Matt Stone, the creators of South Park. They start writing each episode on Saturday, and it airs the following Friday. That kind of turnaround requires tight, efficient storytelling – so they use ABT.

Every scene, every beat, every piece of information they introduce follows three simple steps:

  1. Start with some information (the “And”): This sets the context.
  2. Introduce a conflict (the “But”): There needs to be a blocker, a challenge.
  3. Resolve it with a conclusion (the “Therefore”): This leads to an outcome or next step.

Let’s put it in a product marketing context:

I’m a product marketer, and I’m working solo, but I don’t have a lot of time or budget to work with. Therefore, I’ve started using AI to offset some of my brainstorming time.

That’s it. Simple, structured, and effective. In just three steps, it gives us an engaging story.

The best part? ABT isn’t just for long-form storytelling – it works for social copy, sales narratives, and micro-stories you pass to your sales team. Why? Because it’s memorable and repeatable. Your sales team can easily take an ABT-structured story and repeat it to prospects, making messaging more consistent and persuasive.

So, if you’re looking for a faster, more practical way to structure your product marketing stories, ABT is a great place to start.

2. Build characters

Once we have a structure in place, we need to bring in characters – because at the end of the day, stories are about people.

Now, in B2B marketing, we don’t think about characters in the same way we do in movies. Our stories don’t feature Darth Vader or Yoda. Instead, our characters might be Sally, the overwhelmed product manager, or James, the data-driven CMO.

But no matter who they are, we must personify the points of view we’re presenting. That’s where character archetypes come in.

Character archetypes in product marketing

There are several archetypes you can use, and they should shift depending on the type of story you’re telling. Let’s break them down.

  1. The narrator: This is the one conveying information. They may not be central to the action, but they guide the audience through what happened. This archetype works well in executive presentations, where you’re distilling and sharing a wealth of knowledge.
  2. The guide: This character has already been on the journey and can help others navigate it. A customer success story where a client shares their experience is a great example. If you take that story and package it for reuse, you’re positioning them as the guide for others who might follow their path.
  3. The historian: They haven’t personally experienced the journey, but they’ve studied it and gathered insights from those who have. Case studies often use this archetype – you’re collecting real-world experiences and distilling them into a useful, compelling narrative.
  4. The sage: This is the all-knowing expert – someone who’s been in the trenches and seen it all. You hear this voice in a lot of thought leadership pieces. They share wisdom from years of experience.
  5. The visionary: They don’t necessarily know the journey, but they know the destination. Executive presentations often take this form – they paint a picture of the future and set the vision, leaving the details of how to get there for later.
  6. The sidekick: This person isn’t the expert – they’re along for the ride, supporting the hero. This is especially important in sales storytelling, where reps root for the prospect’s success and help them access the right information.

Even if you don’t use these exact labels, the concept is key. When you craft stories for different roles – whether it’s sales, marketing, or leadership – you need to match the characters to their credibility.

For example, if a BDR writes a sales email as if they’re an expert, it won’t land – because they haven’t been in your customers’ shoes. However, if they frame themselves as the sidekick, eager to help the prospect, the message feels authentic and builds trust.