Much is made in marketing about your target market, demographics, which media to use, et cetera. The simple fact is, these are the least of your worries. When you begin to design a marketing campaign, you need to think about what stories you will tell.
The research, and yes, the results, show that the ads that bring in the most dollars always tell a story. Whether it's Tom Bodett telling of the simplicity of Motel 6, to any number of "on the road" ads, storytelling is the way to get people's attention and keep it. "They all laughed when I sat down at the piano." Well, they may have, but that campaign from many years ago brought in many thousands.
What stories do your ads tell?
How can you use your product to tell a story?
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Robert B. Wallis is a speaker, author, and consultant who helps business owners increase their profitability by improving their visibility. Contact him at The Wallis Group
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