There are 5 kinds of marketing people…
Mike Troiano

Great stuff.

In my experience the storyteller is likely to possess what I consider the most important (and seemingly rarest) marketing skill of all: the ability to think like a human.

Marketing targets humans, after all. And the goal isn’t just to reach the target but to make those humans act.

Almost all members of your 5 categories know how they want people to act (although, staggeringly, this is not always true). An OK start.

A smaller number know exactly who they should target. This, of course, is a critically important step. Many a failed campaign has been built on targeting the wrong audience.

But reaching the right audience — a skill the growth hacker tends to be great at — is not the same thing as getting that audience to act.

So how to make someone act?

To do this you have to think like a human, not as a marketer. Effective marketers predict human behavior, which means being fluent in humanity. It’s what separates the storyteller from the rest.

I’m amazed at how often marketers fail to to think like the humans they are. How often I have to ask why they think the recipient of their message will act? What human emotions, what human needs, what humans wants does the audience have that will compel them to modify their behavior upon receiving the message?

Because the strength of your message isn’t the driver of action, their humanity is.

And what better way to understand humanity than to think like a human?

The storytellers think this way. More of the others should.

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