Serve a thirsty person a drink and fill their need

Serve because they need

It’s my job to always be mulling over what we do and how we do it, and examining how the best do it, as well as the worst. Thanks to something mentioned somewhere by someone (I don’t remember with certainty), the entire essence of Storybranding crystallized for me and I suddenly grasped the essence of all effective marketing, and since I’m putting it into my own words, I take the blame if it doesn’t make sense to you. Market better by serving the person.

Create a sense of urgency; don’t ask why anymore, tell why now, and do it from behind the client’s eyes.

Today’s educated consumer, the omnishopper, already knows why he needs a product like yours, that’s why you’re even having the conversation. What he needs to know is why he should buy your product rightnow. Every potential client or customer must feel a sense of urgency before he will act on ANYTHING. If there is no urgency, he will not reach for his wallet, period. Think about how you make buying decisions.

Even when you splurge and buy things you don’t really need, it’s because you felt the tug of urgency at the sight of something that seized your eye (“so pretty!”), ear (“sounds great!”), nose (“smells wonderful!”), fingers (“feels so nice!”), stomach (“I’m so hungry!”), hormones (“that’s HOT!”), heart (“aw, that’s so sweet!”), or some combination of those reactions.

If you sympathize with his or her need, recognize the true urgency behind it, show him why your product/service is the answer to that need and how he should act now or lose, your marketing hits home, and you’ve got the sale because you helped that person.


  • Farmer Joe is using a rock to drive nails into the fence he’s fixing because his hammer is broken.
  • Farmer Joe knows he should be using a hammer, but since the rock, with some extra effort, is working, he’ll get around to buying a new one sooner or later.
  • You show Farmer Joe that the rock is not only driving the nail, it’s crushing the wood around the nail, causing the nails to loosen, and his sheep are escaping the pen.
  • You tell Farmer Joe that you have a hammer in your car and you help him round up his sheep.
  • Farmer Joe will buy your hammer, will see you as someone who resolves his needs, and you will have served the person!


Farmer Joe didn’t need a hammer, he needed to keep his sheep in the pen. You helped him do both and probably gained a repeat client. I don’t know what you were doing before, but now you’re marketing.

You’re getting someone something because they need it, not because you want to sell something.

That’s how you do business better.