Negligent Storytelling: The Heart of Cannabis Marketing Failures
Despite its many challenges, cannabis is supposed to be one of the most exciting industries in the modern age. And make no mistake, safe access to cannabis is exciting. But you wouldn’t know it by the lackluster marketing efforts coming out of the space. Perhaps you’ve heard the complaints : tight budgets, regulatory restrictions, crazy tax laws, and understaffed teams. As painful as these realities are, they shift focus away from the heart of the matter. The real issue in cannabis marketing: negligent storytelling. Storytelling is as important as language itself. It’s one of the few things that unites us as human beings. It’s how we achieve clarity and meaning. It’s how we make decisions and inspire action in others. Nothing happens without a compelling story—except apathy, boredom, or confusion. And confused people never say yes to something. By the way, how many people do you think are still confused about cannabis? Missing in action: story-driven marketing Storytelling is ...