Red Bull. Yeti. Patagonia. What do these brands have in common? 

They are great at the “show don’t tell” approach. They leverage media to tell impactful, interesting, educational stories. And they demonstrate how their products are used in unforgettable ways.

But what do you do if your product’s benefits are difficult to demonstrate? How do you create great content for hard-to-sell products? (Spoiler: Don’t buy Super Bowl ads.)

In this episode, Stephanie and Albert discuss what to do when your product isn't easily demonstrable. They talk about defining your ideal buyer, identifying pain points to create a story arc (complete with a “villain”), and why starting with story is better than starting with size. 

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