As marketers, we first job is to come up with a great story. If you are having a little trouble with that, here is a video clip from Ira Glass which you might find helpful.
The second part of our job, though, often gets overlooked. For marketers to be considered successful, the audiences would have to be convinced that the (great) story is true.
The problem for us is, more often than not, the story of our business is pretty dull and straight forward. It usually goes something like this, “we make the best product. You should buy from us.” If that’s the case for your boring company, then the second part of our job becomes even more critical.
When you feel that you can’t make your dull story great, stop spending more time, effort and resources trying to make it just a bit more entertaining — that won’t help you. Instead, work on the second part.
Once you have managed to establish credibility and trustworthiness, perhaps all you really need to say is, “we make the best product. You should buy from us.”
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