What’s the difference between telling a good story and marketing? Not much. Marketing is often used as a term to be this ambiguous blob or thing where people sink money into in the hopes that it will produce some results on the other end of a sales ledger. In fact there are so many terms created within the marketing consultancy “biz” that most of the time the words become meaningless because there isn’t any real way to measure the success. They are often “feel good” terms used to reinforce the credibility of the conversation and the presented proposals. Now, don’t get me wrong, there are a lot of incredible marketers out there but a lot of them fell into it because they believed they could really rock a twitter account and knew how to schedule some posts in one of many online tools to drip fresh content out.
Marketing is creating the message for when the opportunity presents itself to connect with a potential client or customer. Whether selling a widget or a service a good narrative as to what emotions will be invoked are what the consumer is seeking. We all want to “feel good” about a decision whether it’s a considered purchase or an impulse. We are motivated by different emotions or feelings when we make a purchase. Sometimes it is determined by the price of the item or simply off of the high from making an unplanned purchase on the lunch break at the mall. These emotions come and go through the days and weeks as we are all consumers of products and services on this rotating hamster wheel of life.