You have to stay in front of your clients consistently if they are going to remember your product when their need arises. It’s a conversation, not a monologue. Luckily, great stories spread fast. First impressions are far more powerful than we give them credit for. So it’s important to find the right angle in.
Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. Potential customers must trust that you will deliver. As a result, no marketer succeeds in telling a story unless he has first earned the credibility.
Great stories don’t contradict themselves. Be consistent in the look of your collateral, your message, the level of customer service, and the quality of the product. Being consistent is more important than having the “best” product.
Focus allows for more effective utilisation of time and money. Your promotional budget will bring you greater return if you use it to promote the same product to the same target audience over a continuous period of time.