There’s something you’ve convinced yourself of that just simply isn’t true. Like many people I work with, you are working incredibly hard to produce beautiful, life changing products and services, that are not getting the attention they deserve and you can’t understand why your message isn’t reaching the people it needs to. So you’ve convinced yourself you’ve got a marketing problem. It’s time to get really clear on this.

You don’t have a marketing problem and it’s highly likely that if you’re here reading this post, you don’t have a product problem either. What you do have is a storytelling problem.

If you are marketing a fabulous product, an innovative application or a life changing coaching program that isn’t selling, then your brand story isn’t connecting your audience to the idea.

People don’t know why they should be interested in your stuff.
Your job is to give them the reason, it’s that simple.

Look at Instagram, it’s just a photo sharing app, right? Wrong. Instagram enables anyone (with an iPhone), to make their life and photos look more spectacular than they really are. For free! It allows users to seamlessly create something beautiful, share it in 60 seconds and get instant feedback, love and adoration from their own audience. Instagram founders Kevin and Mike don’t tell the story, they give the users a reason to share it with their friends. The story is baked into the interface.

You do have a compelling story to tell, maybe you’re just not doing it yet. You don’t need to throw the baby out with the bathwater… really you don’t! Sometimes it’s a simple as changing a single word or a line of your copy. It’s that subtle. Perhaps it’s knowing what does one person says to another to recommend your idea? The reason people will fall in love with you is already there you just need to work out how to dust it down a little.

Image by 1Sock.