Lawrence Medina

First off, I would love to simply dive in, since storytelling—as previously discussed—is the greatest tool of humanity. However, there is one thing we must do. That is learning, what exactly does anyone mean by “Marketing.”

Marketing by itself covers a variety of subjects and can be used quite a number of ways. At its most difficult meaning, marketing is a series by which companies gain both consumers attention and build revenue. This is difficult, not in its meaning, but rather in its implementation.

So, I would like to narrow it down, but first, let’s look at the simplest definition of marketing I can find. As defined by the Dictionary.com (which is the simplest you can go for any definition on any word), Marketing is defined as, “the action or business of promoting and selling products or services, including market research and advertising.”

Fairly simple. Sadly, this definition lacks a key purpose. It lacks meaning. Let’s delve a little deeper into the idea of marketing.

What is Marketing?

Marketing is involved in all stages of development. Whether your brainstorming, surveying, or creating—marketing is involved. Since at its simplest definition it is the act of promoting. As such you must know how to properly promote.

You can break down this promotion process by looking at The 4 P’s of Marketing, from E Jerome McCarthy.

#1 Product

Purely and simply, what are you selling? What is the service?

How can you begin to sell this product or service if you cannot properly define or explain it? Generally, this is a good place to start. It gets the ball rolling on your marketing ideas.

#2 Price

How much are you selling that product or service for? The second question to ask isn’t “Is it worth that price?” but rather “Is your consumer willing to pay that price?”

Having an understanding of price can help you when it comes to formulating advertisements. You wouldn’t pay $100 for an ad space when your product is only worth a dollar.

#3 Place

What is the best place to market for your product? Where would it be most effective and capture the most eyes… Can you afford that place as well?

Quite honestly placement can make or break your marketing strategy. Since it can and will affect the last step…

#4 Promotion

The implementation of your marketing strategy is how you promote it. For your product, what is the most effective way of promoting your product? Can you justifiably earn a profit from this form of promotion?

To most marketers, the 4 P’s are a great place to build your marketing strategy. It can keep you on track. However, in the end, marketing comes down to one thing. It is a part of every step of the 4 Ps. They are the ones you build the product, price, placement of and promotion around.

Your consumer.

In the end, marketing becomes—not an act of promoting, but rather an idea. How do I reach my consumer?

Reaching your Consumer

Are you ready for the tie in?

What greater way is there to reach your consumer than by implementing a storytelling method. I am certain great marketers have used this tactic without realizing that they are doing so.

What does a story accomplish? It tells of a greater narrative structure and theme. Your consumer is on a journey. For some of them, it ends with your product or service.

You may think of storytelling as the buyer’s journey. The journey, however, is for your ideal consumer. Your ideal consumer almost never exists. The idea of them, however, can help fuel the story you wish—need to create for your marketing.

How so?

The Story your Product Tells

Your product tells a story. There is a purpose behind it—a reason for it being created. It is your job to relay the story behind it—more than that, it is your duty, to tell your consumer of their future with that product!

You can tug at your consumer’s heartstrings. You can explain creatively and logically.

Every product tells a story… Even if in your eyes it may seem like a mundane product. It has something to share.

The Poetic Plights of Price

Of course, the price has a story—albeit a short one. It is more of an idealized story that price plays, a large about of “$” could play out as a fantasy for some, others it may make them turn away.

The price of your product will play up the imagination of your consumer. Be sure to impart the right idea about your story here. After all, a single glance is all it takes to dissuade some.

Where Does it Take Place?

Where does your consumer’s story begin? In the middle of their problem perhaps? Is it afterward? Maybe you want to set the stakes long before your product comes into play and simply elude to it.

When and where a story begins is important, since, without a place, your story won’t be grounded… It won’t feel real. Or maybe that is what you are looking to avoid?

Yet the most important questions for place is: Where is your consumer in your story? Where are you during their story?

Promoting the Story

The greatest part about implementing storytelling into your marketing strategy is that people will talk. They will want to tell your story and—should they happen upon someone who was in their same predicament… They will share their story—in part sharing yours.

Your marketing strategy—your story, becomes a part of your consumer. Be sure to adapt your story, by this I mean grow—just as your consumer does.