Storytelling in Technical Marketing

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Stimulating the Client's Imagination

Storytelling is a powerful way to help clients envision your team bringing their project to life. It turns information into a narrative, guiding the evaluator through a clear path toward success. When used effectively, storytelling taps into emotional drivers, builds trust, and makes your proposal more memorable. It helps evaluators process complex ideas by framing them in a way that feels familiar and engaging.

The Moving Parts of a Story

Every great story has familiar elements—characters, challenges, a path forward, and a satisfying resolution. In the context of technical proposals, these parts map easily to real-world elements: project stakeholders, potential risks, and your plan to succeed. Twennie offers tools and exercises that help technical professionals translate their work into stories that resonate with both technical and non-technical audiences alike.

Making Proposals Easier to Read

Many technical proposals suffer from dry, overly complex writing that makes it difficult for evaluators to quickly find what they need. By writing with clarity and intention, your proposal becomes not just easier to read but more persuasive. When you lighten the cognitive load for the reader, you stand out for all the right reasons. Twennie helps teams break the habit of “dense writing” and develop a style that’s clear, engaging, and aligned with how decisions are actually made.

suggested KPIs for this topic

These KPIs help you build storytelling habits that make technical work meaningful and persuasive. They focus on clarity, emotional resonance, narrative structure, and the ability to show clients why your work matters — not just what you delivered.

client-as-hero story structure

  • Explicitly identify the client as the hero — not your firm — in every project story.
  • Frame the project problem without assigning blame and with sympathetic context.
  • Include a clear “before / challenge / after” arc in each story.
  • Describe the client’s responsibility to employees, stakeholders, or the public.
  • Highlight how the project helped the client fulfill that responsibility.

finding the human impact

  • Rewrite at least one project description each month to focus on human experience instead of technical action.
  • Identify who benefited from the project and articulate how their lives improved.
  • Ensure each case study contains at least one sentence showing “life at the site” after the project.
  • Replace abstract concepts with concrete imagery that readers can visualize.
  • Include at least one example per project where a real person, user, or community felt the difference.

mood, tone & word choice

  • Use emotionally meaningful language at least once in each story (“safer,” “accessible,” “relief,” “confidence”).
  • Contrast negative mood words for the “before” with positive ones for the “after.”
  • Replace overused verbs (“developed,” “implemented”) with clearer, more vivid alternatives.
  • Limit abstract nouns by substituting specific, concrete images or actions.
  • Ensure the story contains at least one sentence that sets a mood or feeling.

story-first, not report-first

  • Transform report-style paragraphs into narrative-style paragraphs for public-facing materials.
  • Ensure each project profile contains a hook, a human moment, and a reason the work mattered.
  • Eliminate jargon unless necessary — and define it simply when used.
  • Check that no sentence contains multiple unrelated ideas (one idea per sentence).
  • Review each draft to ensure it *inspires*, not just informs.

narrative economy & clarity

  • Rewrite long paragraphs to be 30–50% shorter without losing meaning.
  • Begin each paragraph with the strongest or most surprising idea (“start with the point”).
  • Convert passive voice sentences into active voice where appropriate.
  • Limit filler words and multi-clause sentences to improve readability.
  • Perform a monthly audit of team writing for clarity, structure, and flow.

AI-assisted story improvement

  • Use AI to create at least two alternate versions of any dry technical paragraph (report style vs. public style).
  • Prompt AI to rewrite content for a non-technical audience when needed.
  • Use AI to add emotional contrast (“frustration before / relief after”).
  • Ask AI to show rather than tell: rewrite claims into one-sentence proof stories.
  • Practice building better prompts by specifying audience, tone, purpose, and emotional intent.

Choose a KPI from each category to build storytelling habits that turn technical work into compelling, memorable narratives — and help clients understand the true value of what you do.

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