The Power of Storytelling And the Right Message To Market Mix

Posted by Parthiv Shah on Aug 16, 2023 8:00:00 AM

Parthiv Shah

Once upon a time there was a business owner. He’d created a widget like nothing the world had ever seen.

This widget was capable of regrowing hair, mending clothes, and easing congestion all at the same time.

In fact, there was little this widget couldn’t do, it was simply magic.

Well, the business owner lived in a remote village in a forgotten county on the outskirts of the outskirts of a town who no one could ever find and who few ever cared to look for. The people in the town made their living by selling hats to bald men, mending clothes, and treating those who suffered from congestion during winter colds.

One day the business owner decided to share his fantastic widget with the town. He set up a table in front of one of the local hat shops and proudly displayed his wares catching the attention of a few passersby.

The businessman showed the local seamstress how easily the widget could repair a tear in his coat. She was not impressed, even though the damage had been repaired completely, she knew her sowing skills far exceeded the quick work the widget had made out of the job.  

Next, he came across the local apothecary owner, the gentlemen seemed to be suffering with a cold and the business owner was quick to offer a demonstration of how his widget could ease congestion. The apothecary owner gave him a stern talking-to, explaining that he had no business assuming he knew anything about congestion. The man walked away without a backwards glance.

Then the hat shop owner popped his head outside to see what all the commotion was about. When the business owner explained that his widget could cure baldness, the hat shop owner promptly called the local constable and had the man driven out of town.

What’s the moral to this story, it doesn’t matter how great your product or service is, if you deliver the wrong message to the wrong market, you will never make a sale and will likely be driven out of town…or at least out of business.

Getting the right message in front of the right market is what a successful marketing campaign is all about.

To create an impactful marketing campaign, you must understand your customer’s needs, desires, fears, and worries. What keeps them up at night? What are their aspirations and dreams? By delving deep into their world, you can craft narratives that resonate deep within their souls.

Here’s an example. If a skincare company specializing in anti-aging products spends their advertising dollars explain that their skin care cream has emollients, humectants, retinoids, and antioxidants, they will attract…well no one. No one cares.

If on the other hand, they market their skin care line to 40–65-year-old women and describe how their product reverses signs of aging giving them back the youthful appearance they enjoyed in their 20s and 30s, well that’s the right message to market mix and all of a sudden you have a line of lovely ladies excited to hear more.

If the company takes their marketing efforts a step farther and documents one of their customers transformations, with before and after pictures and the story of how the woman went from feeling insecure to regaining her self-confidence, you now have a captive audience with credit cards in hand ready to say yes to next day delivery.  

By addressing specific concerns of your customers and presenting real-life scenarios, you build trust and position your product or service as the solution your customer or client has been looking for.  

The key to successful storytelling in marketing is authenticity. Your stories must resonate with your customers' experiences, aspirations, and challenges. Avoid generic narratives and strive for personal and relatable tales that stir emotions. Storytelling should be woven into your overall narrative. This helps create a compelling brand identity.

Designing a sales and marketing campaign that connects the right message to the right market can be a daunting task. Most business owners are too busy running their business to come up with marketing campaigns with stories woven in which reach their customers on a personal level.

How do you write a killer sales letter or design a strategic marketing campaign that gets the right message to the right market, speaks to your reader’s desires, and needs, addresses objections, offers social proof, and proudly displays clients’ stories and recommendations while taking care of all the other responsibilities you already have?


Call or text me at 301-873-5791 or go to to book an appointment.   Let’s have a conversation and discuss exactly what message you need and how to clearly define and target your ideal customers, clients, or patients.

Predictable growth is easy when you get the right message to the right market.   Let’s discuss how I can help you generate a steady stream of customers, clients, or patients lining up at your doors, eager to do business with you.


Topics: strategic decisions, marketing campaign, aspirations, marketing and advertising, opportunities, strategic marketing, Right Message, customer’s needs, self-confidence, challenges

 parthiv shah


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