Check out this excellent and inspiring video and article by Jonah Sachs on “Winning the Story Wars” and on Inadequacy Marketing vs. Empowerment Marketing.
Here is a quick recap of Sach’s ideas in his own words:
“Since the emergence of modern marketing, professional communicators have relied on the “inadequacy approach”. Tell your audience that the world is dangerous, that they lack what they need, that they don’t quite fit in. Then offer the magic cure — your product.
Can marketers get in on this? Of course — if they catch up with the times. They need to recognise that nobody wants to push an anxiety-provoking message to their network. That would destroy the sender’s social capital. So such messages can’t find viral pick-up. But messages based on empowerment, which make the audience the hero and remind them of how full of potential they are, are proving to be social-media ready.”
Read more in “Jonah Sachs “The story of inadequacy marketing is over”