“Marketing used to be advertising.
Now, marketing is everything you do. And what you do either adds to the experience or takes away from it.”
We all know what we know, but more importantly “we don’t know what we don’t know” and that is where telling our story is so critical. For instance, when I say I started a marketing company – people right away think about “advertising.” They think about traditional data sheets, collateral, and marketing material. And those things are really important.
But as a marketer, I am focused first on helping people tell their story. I want to help ensure all collateral is consistently telling this story, but I want to understand the goals of the business and help make sure their value proposition is clearly understood. Then I want to understand who the ideal client is and how do we get in front of that ideal client and optimize the story to resonate with them.
Good storytelling is about editing. Remove details that don’t add enough value to the consumer. Emphasize details that will help consumers connect emotionally with the story and show them an experience that they want to have, and repeat.
Company B has a goal to grow their business and expand beyond the region they are in today. They have an amazing culture and commitment to their clients. When you look at their website, that is not the story they are telling, but it will be. By interviewing their internal team and understanding their strengths in their market, we will highlight what makes Company B unique, and amplify their story.