• Cammy Cohen

The Brazilian Blend of Business


As a recent graduate from Virginia Tech, I’m finding that the real world has a severe lack of horses on treadmills, that a majority of buildings aren’t made with Hokie Stone, and that there are, in fact, other colors you could wear beside maroon and orange. I know what you’re thinking, I think it's crazy too.

I left Blacksburg, Virginia in May of 2018 with a Marketing Management degree in one hand and a suitcase of 31 Virginia Tech t-shirts in the other. Yes, you read that right, 31 t-shirts.

Two weeks after champagne and cake, I moved to Richmond, Virginia and shortly after started my career as a Producer at humanstory. In the past 8 months, I’ve gained the wisdom of a thousand marketing students. Maybe I’m being dramatic, but to say I’ve learned a lot is an understatement.

If you’ve made it this far into the post, it means I’ve written something that has engaged you enough to keep reading. It could be that you’re my family humoring me, (hi mom!) or this nifty first person point of view has got you hooked. But I’m willing to bet it’s because of the story. It’s because I could have just whipped out marketing jargon on you but instead, I invited you into a narrative.

Tell me, which would you rather read?

Increased frequency of targeted content generates higher conversion rates of qualified leads. To create a successful campaign, messaging should be tailored to the findings of demographic, geographic, and psychographic data for each segment. A subscription-based model positions itself to be more successful given flexible customization options for consumers.

Or

Like any other Wednesday, I sat down in my office with a cup of Folgers to caffeinate myself and check emails. For the third time this month, I saw an email for a quiz on customizable coffee. This particular morning, I looked down at my Folgers I wondered if I deserved more. As a 22 year old addicted to listicles and renewable energy, it seemed to be a good fit. I clicked through the quiz and was matched with the perfect fit for my brewing device, sensitive pallet, and composting capabilities. Here I am 3-6 business days later enjoying my free trial of medium roast Brazilian Blend with subtle yet noticeable notes of caramel. Needless to say, I’m happily subscribed.

So yes, tailored messaging drives qualified leads. But did my tree-hugging millennial (who is me by the way) resonate more with you than my statement of fact?

Connection in a world of noise is imperative and powerful. Every organization has a call to action and different audiences with different needs. At the end of the day, they’re all trying to reach human beings- and humans love stories. I would even go as far to say that they love humanstory’s.

I really have learned a lot in my 8 months in Richmond. Like how to file taxes, cook real meals, and parallel park. But the most important thing I’ve learned by far is that marketing and storytelling really are the medium roast Brazilian Blend of business.

#Marketing #Content #Messaging #story #storytelling

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