An effective marketing strategy is made up of separate but related stories that make the brand human and relatable, according to Shawna Suckow.

Suckow, a speaker during Education Day at ASI Orlando on Jan. 5, presented a session entitled “The Marketing Mosaic Strategy: The New Way To Leverage Storytelling.” Marketing is like a mosaic in that the stories told on behalf of the brand, when taken all together, form a cohesive whole.

Shawna Suckow shared her “Marketing Mosaic Strategy” during Education Day at ASI Orlando.

“Marketing is now a continuous story,” said Suckow, founder of consultancy The Buyer Insider. “All the pieces of a marketing strategy tell a story, and it’s not the same one over and over again. You’re never finished sharing stories, and it’s not one-size-fits-all.”

To get buyers’ attention, distributors need to share authentic stories, which are more than 20 times more memorable than rote facts.

“They can be in any format, including photos and videos,” said Suckow. “They humanize the company, as long as they’re not sales-y, which is a turnoff. Share the what, who, why and how, including the ‘messy middle’ – show how things are made and mistakes that happen, not just the end-result. Throw out the old marketing playbook.”

Suckow reminded the gathered distributors to remember what they’re actually selling – it’s not just branded merch; buyers want marketing solutions, peace of mind, ease of doing business and on-time delivery. She also asked attendees to think about their “exact right” customers and why they like working with them.

“Target all of your marketing towards them, and you’ll attract more like them,” she said. “And don’t worry about alienating current customers; they won’t go anywhere if you treat them well.”