Marketers are damn good at knowing what story they want people to tell themselves after they use their product or service.
Take a gander at any 10 commercials and 9 of them will descriptively state the benefits and what life could be like for the viewer.
The damn good marketers, however, are great at knowing what the story is the potential customers are telling themselves before they pay for their product or service.
People want to be seen. They don’t just want to be told where point B is, they want to be told “It looks like you’re at point A, this is how you get to point B if you want.”
Stay Positive & Start With The Story Before, Not After
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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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