A few years ago, I interviewed the owner of a dog grooming salon for a client case study.
We were discussing how he used my client’s software when he said something I’ll never forget. “The reminder feature reduces no-shows, saving $80,000 a year, per groomer.”
If you ran a dog grooming business, that would grab your attention.
It’s short. It’s obvious. You immediately get the value of the software. That’s the power of a story.
Why This Matters to You as a B2B Writer
A lot of B2B content is a boring information dump. It’s filled with statistics and data points, but it’s not memorable.
The most successful brands recognize that the content game has changed. The brands (and writers) who stand out make the reader part of the experience. They help them picture the problem, feel the stakes, and want a resolution.
Some of the best B2B writers are borrowing the time-honored narrative techniques of fiction: creating a setup, building tension, and delivering a payoff.
When you do that, you’re not just delivering information — you’re creating an experience much like popular fiction writers do.
Okay, I know what you’re thinking: “Jen, this sounds great, but my enterprise cybersecurity client isn’t going to go for it.”
Oh, but they will, and here’s why: When they read your story-driven content, they don’t think, this is narrative structure. They just think it’s more interesting than before. They stay engaged and remember it. It’s just leveled up.
I’ve seen it work with a writer I know. She sets scenes and weaves a story through everything she writes. And management consulting firms are asking for her by name.
Here’s how you can do it too.
The Classic Narrative Arc: Setup → Tension → Resolution
Here’s a simple structure you can use for blog content, LinkedIn posts, and anything you write.
Set the Stage
Introduce the situation. Give readers the “where we are” moment.
In my dog groomer example, “A dog grooming salon owner uses appointment booking software.”
You can also start with a common belief or assumption. Veteran content marketer Tommy Walker asks, “What’s the lie they believe to be true?” This forces you to think deeper about your reader’s assumptions. He uses an example from Disney’s Wreck-It Ralph. Ralph believes he’s the “bad guy” and that won’t change. But the tension builds as he starts to question if that is indeed true.
Build Tension
Show the gap between where your reader is and where they want to be. The dog groomer wants to reduce no-shows. Every missed appointment costs the business money, and it starts to add up.
Too many software companies rely on a lengthy features list or a demo to sell their product. But there’s no tension. No “before and after,” giving potential buyers a reason to care.
The best demos (and content) show impact.
Deliver the Resolution (the Payoff)
Share the insight, method, or takeaway that bridges the gap. In the dog grooming example, the resolution is, “The reminder feature reduces no-shows and saves $80,000 per groomer a year.”
Case studies and good testimonials offer proof of “how life is better after using the product or service.”
Why It Works
This story arc works because it’s how people naturally process information. We’re wired to respond to stories. They make information easier to remember because they show impact.
Your Turn to Try It
Whether you’re writing about appointment setting software, management consulting, or anything else, this story arc works.
Here’s a four-step process you can follow to make your story writing impossible to ignore:
1. Pick a Realistic Example
A client quote or a situation you’ve witnessed. You can even use AI to help you brainstorm potential situations if nothing comes to mind.
2. Write the Setup in One or Two Sentences
Who (person, company, role, situation) and what do they want to solve and why? “John runs a busy dog grooming salon in the Chicago suburbs” sets a scene vs. “Many businesses lose money due to missed appointments.”
3. Add the Tension
What’s the problem? What’s at stake for your potential customer if they don’t make a change?
4. Finish with the Resolution
What’s the result or the transformation your customer can experience?
The more you practice this, the easier it gets. You can train yourself to write (and think) this way. Start small. Begin with a brief scenario or a “before-and-after” depiction and then proceed to the problem.
It’s more fun to write, and your work will hold attention longer. Want to practice by sharing your setup below?
