David Meerman Scott on getting your brand into the market. If you focus on the storytelling; if you focus on what your products and services do, it means that you’re reaching people in a much more interesting way because basically nobody cares about products and services.What they care about are themselves and what they care about is solving problems. Making content interesting means you’re striking a chord with the audience. To accomplish that, you need to know them inside and out. Scott said you have to start from the perspective of the buyer you’re trying to reach.
“How much can you learn about them? How much can you understand about who they are? Then can you create something that’s specifically designed for them and specifically addresses their needs and specifically addresses their problems. That kind of focuses away from what most companies do which is talk about their products and services.”