Every company has a compelling story to tell about what they do and what they sell. The whole purpose of marketing is to tell that story as persuasively and as efficiently as possible. Here’s the thing. That story is so much more interesting and convincing than just listing a bunch of bullet points describing their company. Many marketers make the mistake of just spouting a bunch of facts about their company. They use discounts, sales, special offers to fill their communications channels. They plaster their logo everywhere they can. But does any of that truly tell a compelling story? Does it make anyone actually care? It’s not enough for people to know what you do. They need to know why you do it and why that’s so much better than the alternatives. Don’t advertise just to advertise. Tell your story and get people to care.