Kids love stickers. We know this. There are aisles in toy and crafts stores full of stickers. Grocery store clerks keep them on hand for kids seated in parents’ shopping carts, doctor’s offices use them as rewards after a visit, and no potty-training approach would be incomplete without a sticker chart. Unlike some of the other simple joys of childhood the love of stickers, seems to, well, stick, into adulthood. So why does it work and how can we apply the benefits of sticker marketing to other tactics?

There’s no better way to incorporate storytelling into your marketing than through testimonials. Testimonials add authenticity, build connection and humanize whatever it is you’re selling. But how do you go about creating a process to find and distribute good testimonials that advance your content strategy and help you meet your goals?

Media coverage of your brand, product or company leadership is a great way to reach large numbers of potential customers and improve brand reputation. But they call it “earned” media for a reason — to get coverage, you need to earn it. Your brand needs to have a story that will make for interesting news. Just like you, the journalist is after more people to read, view or engage with their content.