I am behind with my weekly blog post this summer but wanted to share some amazing thoughts on product marketing and telling your story.
Seth Godin recently put together a post that should be required reading for marketers. In the post, the circles of marketing, Seth writes,
And the innermost circle is the product or service itself. When the thing you sell has communication built in, when it is remarkable and worth talking about, when it changes the game–marketing seems a lot easier. Of course, that’s because you did the marketing when you invented the thing, saving you the expense and trouble of yelling about it.
Not a bad way to easily explain the definition of marketing and why product is so important.
So, after reading Seth’s article, I planned on talking about the power of baking story into your product. Instead, I recommend you watch this short video interview of Ken Burns, the famed documentary maker. The interview is on the craft of story and cinema but has some powerful insights for marketers. Quoting Ken on the subject of using stories to influence and drive change,
The common story is 1+1 =2. But all real genuine stories are about 1+1=3….Truth is we hope is a by-product of the best of our stories. And yet there are many different kinds of truth. And an emotional truth is something you have to build.
Here’s the video and the link to the full article on his 1+1=3 story telling approach: