Marketing is a story
The root of all evil: marketing. Tobacco, consumerism, and a scarcity mindset were all a consequence of the work of marketeers. But what about the charity raise on social media, the beauty products that boost confidence and the car that leads to new adventures?
Bernadette Jiwa in the book "Marketing: A Love Story", conveys the importance of creating a meaningful relationship with your customers. It is not about marketing-mix or A/B testing. But the mindset of being in service to those who care enough to choose what you offer. Marketing is a story that builds a connection, rather than a department.
How can you create a story?
Here is the punchline:
“Tell people what they can do with your product, not what the product does.”
But if you're looking for more detail, Seth Godin shares a 3-step approach to craft your marketing story:
I thought this... I thought I had to live with this disease for the rest of my life. I thought I would never be a good marketeer.
Then I realized that... Then I realized these pills were developed. Then I realized experts are teaching this skill.
And now I can... And now I can healthily live my life. And now I can get my products spread to the right people.
If marketing was just a transaction tool, why would we spend 4€ on a Starbuck's coffee, instead of 0,6€ in the nearest cafe?
It's not about the price, but the emotion and story we tell ourselves — connection, status, respect, creativity.
Starbucks offers more than an expensive coffee. It offers a story people want to connect with. A meaningful experience is easy to spread.
“To inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time.”
Craft your own story and stand for it.