Marketing With Story

Marketing specialists tend to confuse me. Their discipline is often made to seem impossibly complex. Is there a simpler way to promote our brand? One branding expert says “Yes!” He believes our most powerful marketing tool is our own story. So we’ve given it a try. In Building a StoryBrand, Donald Miller provides the basic building blocks of a good marketing story.1 He wrote, “Here is nearly every story you see or hear in a nutshell: a CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN and calls them to ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.” This kind of story helps our customers not to burn too many calories in an effort to understand o ur product.

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Marketing Made Simple

Marketing is not my expertise. Every day solicitors come knocking via my inbox with the marketing “offer you just can’t refuse.” While I don’t know much about their complex discipline, I do know our small organization does not have money to waste. I get heartburn when other leaders spend precious dollars on marketing efforts only to get little or no results. And when they do receive the final reports, they wonder what went wrong, or worse, whether their product is really any good at all. But what if the problem isn’t the product? What if the problem is the way we talk about the product? Can we make marketing simpler?

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