The Power of Values-Based Storytelling in SaaS

According to social identity theory, we’re naturally attracted to groups and people with shared values, beliefs, and experiences. These groups influence and shape our identity – impacting everything from relationships to purchasing decisions. And now that we’re smothered by option-overload, people aren’t only meeting these needs through purchases, they’re aligning their values with brands who share their worldview.

It’s clear the technology space is crowded. In response, fast-growth SaaS companies are no longer just relying on having the best features or most reliable service. Instead, brands are taking steps to actively connect with potential buyers on a deeper, more human level.?

One of the best ways to build that connection is through storytelling that reflects functional benefits, as well as resonating through shared values.?

The Accenture Strategy Global Consumer Pulse Research – ‘From Me to We: The Rise of the Purpose-led Brand’? found 63% of us prefer to buy from companies that stand for a purpose that reflects our values and beliefs, and we'll avoid companies that don’t align with our views. Diving deeper, 65% of the report’s respondents based purchase decisions on the words, values and actions of company leaders.?

So best be careful what you say, publish and push.

What’s more, when your brand’s narrative resonates with your ‘right fit’ people and buyers, it not only attracts. It also keeps them. This alignment’s key to building a loyal following who feel a deep connection to your brand – thus creating a more stable and dedicated customer base.

Smart tech brands are tapping into the psychology of connection to maximise their offtake – by leveraging stories that align with their audience's core beliefs and values.? But how does it work?

How Storytelling Engages the Brain

Storytelling is a science, not just an artful strategy.?

When you hear a story, research shows your brain responds in unique ways. Storytelling activates the brain’s sensory cortex, making you feel as though you’re actually experiencing the events described. This phenomenon, known as narrative transportation, explains why you’re influenced by and remember stories over facts or features.

This also explains how a well-told story can do more than just inform – it can transform.?

Weaving your brand’s values through a compelling narrative, creates an emotional connection that goes beyond the functional benefits of your product. The popular collaboration tool Slack, frequently uses storytelling to build its brand around the values of simplicity, efficiency, and fun. Rather than just touting its features, Slack’s marketing often features stories of teams overcoming challenges and achieving success together – values that resonate deeply with its audience.?

These stories not only draw new users in, they also cultivate a loyal following amongst existing users, which reinforces their decision to stick with Slack and reduces the possibility of churning to another tool.

Functional Benefits vs. Emotional Resonance

While functional benefits are obviously crucial to successful SaaS brands, they’re often not enough to create lasting loyalty. Features can be replicated, and prices can be undercut.?

What can’t be easily copied, are the brand's stories and the emotional connection they create:

• Functional benefits only speak to the logical side of the brain – the part that evaluates and compares.?
• Emotional resonance engages the limbic system – the part of the brain responsible for our feelings, memories, and ultimately, our decisions.?

This is why stories that align with values are more powerful than a list of features – they speak directly to the heart, not just the head.

The project management tool, Basecamp, has built its brand around values like transparency, simplicity, and achieving work-life balance. Instead of just highlighting features, Basecamp’s content often focuses on the stories of businesses that have found greater peace and productivity by embracing these values.?

This approach doesn’t just differentiate Basecamp from its competitors, it also creates a sense of community and shared purpose among its users. A shared purpose keeps customers loyal and they feel like they’re part of something bigger than just buying or using a product.

Crafting Stories That Resonate

So, how can SaaS companies craft stories that resonate with their audience's values??

It starts with understanding who your audience is its unique psychological drivers:

• What are their core beliefs??
• What motivates them??

Once you have a clear picture, you can begin to craft narratives that reflect those values.

For example, if your audience values innovation, your stories should highlight how your product empowers users to break new ground. If they prioritise security, focus on narratives that demonstrate your commitment to protecting their data.?

The key is to ensure that your stories are authentic and align with the values your audience highly regards.

Moving From Functional to Emotional

In the competitive SaaS market, features are similar (if not identical) across products, so it’s crucial to add your own differentiator by connecting on an emotional level. Leveraging the psychology of shared values and the emotional pull of storytelling, can create a powerful, lasting connection with your customers that’s difficult, if not impossible to copy.?

Ready to create your own stories and publish content that attracts qualified leads, builds authority and opens opportunities? Send me a DM – and we can see if we're a fit for each other.?

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