Human beings are designed to focus on the individual, therefore stories focusing on individuals are the ones we connect with and enjoy. But how often do we tell stories that have no focus, or focus too broadly on general ideas or groups of people?

Apply this to your business.

Does your marketing focus on groups or individuals?

Do your sales messages talk about single people or large groups and broad ideas?

Focus on one person when you create business marketing and messages (stories), and write for that person, telling them about themselves. Just think about it, then do it. Your audience will be grateful.