Nobody likes to be yelled at - which is what a lot of marketing does. It yells at consumers, telling them about the business.  

The business matters to the business owner. But the target of the business - the customer - could not give a rat's patooty about how long the business has been in business, or about their experience, or about everything else that is important to the owner. 

In terms of where we spend our money, none of that matters.  

What DOES matter to consumers is their own story. "What's in it for me?" 

In today's Jonnie Podcast, I share insight into how to create a powerful marketing message that tells the customer's story, which, at the end of the day, is all that really matters - to the customer.