Working with companies lately, I keep coming back to the same starting point: marketing is about connecting with a customer and aligning with helping them win their story. Think about yourself when you’re buying something. There’s a challenge in front of you and you’re hoping that what you purchase will improve your life or business in some way. Now, think about how you market.

Marketing is About Connecting With Your Customer’s Story

I’m a big fan of the coffee tumblers that Yeti sells. Their site this morning had all kinds of winter stories (I wrote this in winter) about keeping food warm in their coolers, about bringing a a “ground blanket” (I didn’t know I needed this!) to lay out while out camping or hiking or hanging out. They had a big sturdy camp cup tha would make being outside in the cold so much more enjoyable (presumably full of hot coffee or a thick tomato soup). The products all align with the story: “If you’re going to be outside, we’ll make it more enjoyable and you’ll be the hero of your family.”

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