One of the many things business owners must be concerned with is reaching and effectively marketing their products to their target audience. This is a group composed of current customers and new potential buyers. Generally this is addressed as a “high priority” activity by the business. And for good reason. It helps to drive sales that generates revenue, which in turn pays for operational expenses, research and development (R&D) and ultimately determines business profit.
Over the years I’ve been in meetings with company owners and executives who marvel at the success of others in their industry. They’ll say something like: “Why can’t WE be more like (insert name of their chief competitor).” To which I reply: “You can. Let’s start by reviewing your current marketing plan and budget.” I prefer starting here as a way to get the ball rolling.
Everyone loves a good story. Throughout history there have been great storytellers. They are a unique group that capture hearts and minds. Stories can span the full spectrum of life experiences. The common connection we share as humans helps us to understand the development of the story. Our emotions and intellect give us the ability to quickly connect with the story characters and their actions.