I recently read a short little marketing book that I really liked. It is by Bernadette Jiwa. I call her the female Seth Godin. Check out her book to see why…
In it she makes a list. I love lists. How many of these do I do? How many do you do? It gives me a goal.
20 ways to tell a better brand story
1. Name and claim a new category
2. articulate what you do without being boring
3. Give people a great back story that explains why you exist and put it on your About page in your bio and profiles, in your other marketing materials
4. Back up the story by doing great work
5. Concentrate on speaking to customers with a particular world view
6. Paint a picture of the world as it is
7. Then show the audience the world as it could be
8. Uncover of the essence of a problem and tell the story about how you solved that
9. Appeal to all senses. Stories aren’t just written or spoken
10. Use a variety of media to convey your message. Show and tell.
11. Have a singular purpose and make yourself known for that.
12. Consider what one person says to another to recommend your product, service or project. Make it easy to share
13. Speak to your customers heart, not just their head
14. Optimize your website for visitors who want to return, not just traffic that’s passing through
15. Tell people how and why you are different
16. Avoid using jargon. Simple language works, so write as you would speak.
17. Don’t smooth away all the rough edges. Be human and authentic. Honesty travels farther than perfection.
18. Be consistent. Everyone in your company must understand your mission and the story you want to tell.
19. Give your customers the opportunity to tell the story and feel apart of it too.
20. Don’t try to be the next (blank). A flawed original is better than a perfect imitation.
Very Godin-y. I love it. This list is really a nice way to summarizes the whole idea of telling a story with your product or business.
Tags: seth godin