Founder & CEO at Exponeer

Who do you create your products or services for?

For your client, right?

What does your client want?

Client invests in a better future. And your product is the way to get there.

As you explain this to him, he agrees to buy. That's it.

The way to do that called - STORYTELLING.

Don't just talk about how amazing your products or services are. Forget about them for a moment.

Effective storytelling is a CUSTOMER story with a happy ending.

A customer has a problem and has no idea how to fix it - this is his story. Your products or services can help to solve these problems. That is a happy ending to the story.


When you use a customer's story and show your buyer a happy future – TRUST emerges.

TRUST is a target goal. STORYTELLING is your silver bullet.

This is the core of modern marketing.

A glimpse of the psychology:


Keep in mind - marketing for everybody is marketing for nobody.

Your product or service has a specific target audience. The more you know about this audience, the better chance you have to gain attention.

Start from a broad description and go into deeper - specific characteristics, details, etc ...

The number of potential clients begins to narrow. And that's OK.

Less is more. Less is better. You are refining your target.

Until you can characterize ONE profile - your ideal customer.

Your products or services perfectly fit him. Give him a name, age, geographical location, education, job title, activities, hobbies and so on.

To make it easier, use our forms and examples.

1. Ideal customer picture

Now we need to identify the environment your ideal customer lives and work in.

This calls for an Empathy map.

Hard work? No!

Turn it into the game! Print this template and stick it somewhere visible in your office. Ask the team to supplement characteristics and write their insights while drinking coffee or taking a lunch break.

After that, take 30-60 min for discussion about which customer's emotional problem is the biggest.

Customer's EMOTIONAL state!

Take time to complete this test. It's very important part or the process.

If you already know what your customer looks like that's fine. Visual appearance allows for a deeper understanding of your customer.

P.S. even if you not going to use Exponeer, this simple method will help review your business from the inside out.

2. Authenticity


Now you have narrowed it down to one ideal customer and his (her) emotional state.

Explain to this customer what inspired you to look for this solution.

Show him the problem (current status) or the point of pain that could line up with the customer's experience.

This should encourage reactions like this: "Oh, I have the same problem!" or "I had a similar case as well!"

The emotional association creates the benefit of working with you, your product or your service.

It's not so simple a task, that is true.

Tell the story through pictures, video or interview. Use as many episodes as you need. See example bellow.


Now your customer relates to the problem, however he cannot solve it on his own and using the same "old" methods.

Start the customer's journey by initiating action to help him realize his purpose.

How do you do it?

How this solution is born from the inside of your organization?

At this point, it's very important to show what set you apart from the competitors. E.g. if your competitors are cheap, you have to be expensive, if they are fast, you have to be slow ...

See example bellow.




This part is about your product or service - a proof that you are professional in what you do.

Now your customer has a new outlook that triggers his understanding that he can do something different.



Propose your example

Propose your example

Propose your example

3. Master your message

Once you have all the elements for your story in place, check, once again, how it's shaping up.

Use these questions:

1. Is this message addressed directly to my ideal customer and related to his sense of survival?

2. Does it meet his (her) emotional state (e.g. frustrated, confused ...)?

3. Is it obvious that you clearly understand his pain and you have serious experience helping win the day?

4. Does my solution appear authentic among competitors?

5. Is this message calls your customer to a happy ending?

© 2018 Exponeer Software Solutions, Inc. All rights reserved.

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3. PROOF (example)

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The unique way we do it is by providing the next-generation Trade Shows

2. PROCESS (example)

Psychology of Storytelling

When marketers talk to customers about what they do or what they have to offer, information comes to a human’s brain in the part called the Neocortex. This part of the brain is responsible for rational and analytical thought.

But it has no ability for decision-making.

When they tell the stories which are related to the customer’s needs, the conversation resonates on an emotional level. The information then comes to the Limbic Brain, the part responsible for our feelings, like TRUST.

This is where decision-making happens.