Some business owners say they don’t “buy into” marketing. They characterize their business as nuts and bolts. Providing a high quality product to the customer is the path to success.

By educating the public about the superior features of your product, people will see the truth and buy your brand.

The problem is most people aren’t interested in the naked truth. See this Jewish parable:

Truth, naked and cold, had been turned away from every door in the village. Her nakedness frightened people. When Parable found her she was huddled in a corner, shivering and hungry. Taking pity on her, Parable gathered her up and took her home. There, she dressed Truth in story, warmed her and sent her out again. Clothed in story, Truth knocked again at the villagers’ doors and was readily welcomed into the people’s houses. They invited her to eat at their table and warm herself by their fire.

Ironically, even by saying you’re a nuts and bolts business – you’re telling a story. But are the messages you send out clothed in story as well? Is the story they see on TV or on your website consistent with the story the hear when they interact with your employees or read your instruction manual?

Are you sending out the truth naked and cold to be shut out of every door? Are you giving features and markets served? Don’t be afraid to discover your story, embrace it, and tell it to others.

That goes for individuals as well as organizations.

Here’s a great example of the truth wrapped in a story (via Ernie Schenck):