All impactful marketing starts with listening to someone else’s story. The story told by the people you want to assist. You cannot begin to shape a narrative around your offering if you don’t first acknowledge the pain that they have.
That pain is usually existential. I want to be recognized. I desire to be understood. I demand revenge. I want to reconnect with a part of me that I fear is lost.
Your offering fits that need. Your graphic T-shirts featuring philosophy quotes afford people a way to express their inner selves. The ancestry.com kit gives them a way to understand their place in the world. Your pasta sauce reminds them of their childhood.
But you must first hear their story. They may be reticent to share it, especially if it is based in shame. I don’t want people to know that I have fertility issues. I’m embarrassed by my acne.
I don’t want people looking at me in this state of homelessness I find myself in now. That is story that I perceived as I walked by a park near my office. You can start to think about your business by listening to the stories of everyone you meet. Even just people who are telling their story without words.
Hear the others.
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