The famous Kurt Vonnegut once advised his class of writing students that if they were to write about a sunset, they better include a person working in the horizon.
People care more about stories with people. People care about scenes with people. People care about solutions with people.
In a wonderful fashion that would likely annoy Vonnegut, his advice is key not only in marketing, but in the foundation of building marketing plans and recommendations:
- If you’re going to present a plan, better to involve the people you’ll be presenting to in the process of making it
- If you’re going to work on a report, better to include comments from people you have actually talked to (not just some screenshot of a comment on a social post from someone who isn’t your target)
- If you’re going to share a recommendation, better paint the picture and include the people who it’s going to impact as clear as you have written the recommendation
Stay Positive & People Do Business With People (And Care About Stories, Marketing Plans, Recommendations, Etc With People)
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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