Constructing a narrative to communicate a message to an audience is one of the backbones of marketing. A gripping story can be used in all sorts of ways, by customer marketers, product marketers, sales, and everyone in between.

In today’s society, emotional advertising has become increasingly popular and expected. People want to feel emotionally engaged with our brand messaging and content. To evoke those feelings, I advise balancing pathos with logos – the rational, logical side of your argument.

Customer and community engagement are not the same thing.