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We recently saw an interesting article by Tim Kennedy, a marketer based in New York and thought we’d share the points he made.

Tell your story

Successful businesses have to become elite storytellers and tell that story to the right audience at the right time.

Every successful business has at least one great story to tell and tells it well. Great stories connect emotionally to an audience. It is those stories that current and new customers need to read, hear and view to build awareness and loyalty. This continues to be the art of marketing (and was the basis for the terrific TV series “Mad Men.”)  Of course, today’s digital media marketplace is infinitely more complex than the Mad Men days of the Sixties.

Without an emotional connection, your marketing will remain hollow. It’s what Simon Senick calls the WHY of why you are in business.

You’re competing for attention

Today the competition for attention is fierce. Some researchers claim that consumers are bombarded with 5,000 messages per day. It is undeniable that today’s consumer lives in a state of continuous partial attention. People don’t go online anymore, they live online. Therefore, your story must work across multiple media and devices and even time and space. The story should connect with the right people, at the right time, on the right device, with the right message. No matter the platform, the better the story or message, the better the chance of capturing attention.

Tim’s company has built large audiences through successful websites, mobile and social platforms (like Facebook, Twitter and Instagram) and through print.

Work hard to build trust with your audience. Know who their audience is, what the audience wants, when they want it and how to encourage them to share it with their friends. Every connection with content is an opportunity to learn more about the people who choose to consume it.

Give your customers and potential customers content that is useful, that focuses on solutions, that resonates and fits your brand. Use data to understand your customer better:

  • solve their problems
  • spark their interest
  • move them to tell your story to others

Publish relevant content everywhere: on your website, on other websites (content marketing), and on all meaningful social channels on a regular, consistent basis. Then measure what works and do it again.

We can help

printing.com studios can help you with discovering your story. Our designers can help you tell that story through your branding, through your printed materials and through your social channels.

Use our DL leaflets, for instance, to tell your story, customised to each of your target audiences.