Bernadette Jiwa & the Story of Telling: Reverse Marketing

Friday 05 April 2019

It seems like the most logical thing in the world to build your marketing strategy around the kind of customer you want to attract.

It stands to reason that you can tell a more resonant story when you know who you’re talking to. But when you’re faced with a market of everyone, it can be difficult to pinpoint your ideal customer. An easier place to start is by considering who you’re not for. Who is the antithesis of your ideal customer?

Who wouldn’t dream of buying your product or service, and why?

What’s the message you’d share to convince that person never to buy from you?

When you can tell that story well, you’ll be something to someone.