“Effective stories match the worldview of the people you are telling the story to.”
Think of ways to “A.M.P.” up your marketing. When you “amp” anything up it means putting real power into it – in marketing terms it stands for the following:
- A – audience. Every marketing effort must start here by identifying, understanding and knowing how to reach the core audience.
- M – message. Develop marketing messages that will resonate with your audience based your experience with them and what you know to be true for them. Here is where great storytelling makes all the difference.
- P – product. Notice this comes last in the formula. Unfortunately too many companies put their products first and then try to wedge the audience in through marketing. The product is the answer to the problems presented in the story. You need a great product experience for the preceding items to have a lasting and repeated effect.
Godin says that “living and breathing an authentic story is the best way to survive in a conversation-rich world.” That means you should adopt the no-bullshit policy.