Telling and selling are not the same - telling involves focusing on features and attributes while selling involves understanding customers' situations and desires. Effective marketing should be tailored for the target market based on useful insights discovered through empathizing with them. Brands now need to enhance their probability of being found online through search engine optimization, social media, and creating a brand image that is outstanding and relevant to the target market. Communications should tell an interesting consistent story across channels to appeal to customers' emotions.