Smart marketers do two things.
First, they tell a story that resonates.
If you spend enough time excavating the soul of a brand, storytelling becomes easy.
Second, they answer the questions the target wants to know.
Not what they think the target should know, but what the targets desires to know.
Many brands do poorly at this because they either focus on the features and benefits, thinking facts and figures will convince someone to purchase their product or service OR they hide.
Transparency is scary, but ultimately what your audience is looking for.
Stay Positive & People Respond Well To Vulnerability
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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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