Everyone loves a good story. Rags to riches, the unlikely winner, a mystery solved! Great companies tell emotional stories that connect with buyers on these human levels. Even though the payoff is to the business, these stories make the buyer feel like a hero for finding your product. To tell great buyer persona stories, consider the format of a Story Arc. There's a problem; an incident accelerates the need for change; your buyer meets you and sees great potential but fears; they eventually trust that your solution will deliver and it does.
