The concept of marketers as storytellers involves telling a story with the audience as a central character. The goal is to send them on an emotional journey, from a point of objection or indifference to the point of purchase or interest. In order for the target audience to be portrayed as a central character in marketing campaigns, marketers need to know them inside out. Demographics play an important role in defining most audiences, however, psychographics must be addressed for the audience to feel understood—to see themselves as that central character. A great storyteller will use something complex and dynamic about…