Creating Your Blogging Superhero Lisa Barone @lisabarone
Who am I? <ul><li>Co-Founder/Chief Branding Officer of Outspoken Media </li></ul><ul><li>Corporate blog voice-giver </li><...
Do Not Adjust Your Ears… <ul><ul><li>I stutter.  </li></ul></ul>
 
<ul><li>What does real “authenticity” </li></ul><ul><li>  look like? </li></ul>
 
National Post v Marketer <ul><li>2009 National Post reporter David George-Cosh contacts April Dunford about a story.  </li...
 
 
 
TomKat Tom <ul><li>Went from beloved actor to resident lunatic. </li></ul><ul><li>Fatal flaw: Sharing too much </li></ul>
 
Charlie’s Goddesses <ul><li>“ Authentically” did drugs, slept with a pair of goddesses and told us about it. </li></ul>
What does your  audience  really  want?
Your Blogging Superhero
What is your Blogging Superhero? <ul><li>A characterized version that emphasizes your most relevant traits, while de-empha...
The Benefits of Your New Super Powers… <ul><li>You magnify & strengthen your marketable traits  </li></ul>
The Benefits of Your New Super Powers… <ul><li>You create a marketing strategy for your brand.  </li></ul><ul><li>By focus...
The Benefits of Your New Super Powers… <ul><li>A cushion to absorb the shots. </li></ul>
But wait –  How is this “being authentic”? <ul><li>Authenticity in marketing is… telling a story people want to hear.  </l...
 
<ul><li>How Do You Create  </li></ul><ul><li>Your Blogging Superhero ? </li></ul>
How Do You Create Your Blogging Superhero? <ul><li>  Identify your place in the market </li></ul><ul><li>What 3 things do ...
How Do You Create Your Blogging Superhero? <ul><li>Identify the traits, characteristics and experiences that help you epit...
How Do You Create Your Blogging Superhero? <ul><li>3.  Build a story that ties it together, emphasizing the traits that al...
How Do You Create Your Blogging Superhero? <ul><li>4.  Lose everything that does not relate back to what you want to show....
<ul><li>Think of it like a job interview… </li></ul>
Caricatures In Action
Caricatures In Action <ul><li>Joanna Germanotta </li></ul><ul><ul><li>5-time Grammy winner </li></ul></ul><ul><ul><li>2 Gu...
 
Takeaways  <ul><li>We fall in love with people brave enough to do what we think we can’t. </li></ul><ul><li>Base your char...
Thank You… <ul><li>[email_address] </li></ul><ul><li>@lisabarone </li></ul>
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Creating Your Blogging Superhero

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Creating Your Blogging Superhero

  1. 1. Creating Your Blogging Superhero Lisa Barone @lisabarone
  2. 2. Who am I? <ul><li>Co-Founder/Chief Branding Officer of Outspoken Media </li></ul><ul><li>Corporate blog voice-giver </li></ul>
  3. 3. Do Not Adjust Your Ears… <ul><ul><li>I stutter. </li></ul></ul>
  4. 5. <ul><li>What does real “authenticity” </li></ul><ul><li> look like? </li></ul>
  5. 7. National Post v Marketer <ul><li>2009 National Post reporter David George-Cosh contacts April Dunford about a story. </li></ul><ul><li>April takes 2 days to get back to him. </li></ul><ul><li>Things get “authentic” </li></ul>
  6. 11. TomKat Tom <ul><li>Went from beloved actor to resident lunatic. </li></ul><ul><li>Fatal flaw: Sharing too much </li></ul>
  7. 13. Charlie’s Goddesses <ul><li>“ Authentically” did drugs, slept with a pair of goddesses and told us about it. </li></ul>
  8. 14. What does your audience really want?
  9. 15. Your Blogging Superhero
  10. 16. What is your Blogging Superhero? <ul><li>A characterized version that emphasizes your most relevant traits, while de-emphasizing the ones that would distract your audience </li></ul><ul><li>The marketable version of you </li></ul>
  11. 17. The Benefits of Your New Super Powers… <ul><li>You magnify & strengthen your marketable traits </li></ul>
  12. 18. The Benefits of Your New Super Powers… <ul><li>You create a marketing strategy for your brand. </li></ul><ul><li>By focusing on the best version of you, the version that makes you best connect with customers = You WIN! </li></ul>
  13. 19. The Benefits of Your New Super Powers… <ul><li>A cushion to absorb the shots. </li></ul>
  14. 20. But wait – How is this “being authentic”? <ul><li>Authenticity in marketing is… telling a story people want to hear. </li></ul><ul><li>– Seth Godin </li></ul>
  15. 22. <ul><li>How Do You Create </li></ul><ul><li>Your Blogging Superhero ? </li></ul>
  16. 23. How Do You Create Your Blogging Superhero? <ul><li>  Identify your place in the market </li></ul><ul><li>What 3 things do you want people to associate with your brand? </li></ul><ul><li>What are your core values? </li></ul><ul><li>Who do you want to be? </li></ul>
  17. 24. How Do You Create Your Blogging Superhero? <ul><li>Identify the traits, characteristics and experiences that help you epitomize that. </li></ul><ul><ul><ul><li>What are you good at? </li></ul></ul></ul><ul><ul><ul><li>What’s weird about you? </li></ul></ul></ul><ul><ul><ul><li>What are you known for? </li></ul></ul></ul>
  18. 25. How Do You Create Your Blogging Superhero? <ul><li>3. Build a story that ties it together, emphasizing the traits that allow you to be the BEST VERSION of yourself </li></ul><ul><ul><li>Who you want to be + the traits that allow `you to be it = Your Blogging Superhero </li></ul></ul>
  19. 26. How Do You Create Your Blogging Superhero? <ul><li>4. Lose everything that does not relate back to what you want to show. </li></ul><ul><li>It’s a distraction </li></ul>
  20. 27. <ul><li>Think of it like a job interview… </li></ul>
  21. 28. Caricatures In Action
  22. 29. Caricatures In Action <ul><li>Joanna Germanotta </li></ul><ul><ul><li>5-time Grammy winner </li></ul></ul><ul><ul><li>2 Guinness Wolrd Records </li></ul></ul><ul><ul><li>Sold more than 15 million albums </li></ul></ul>
  23. 31. Takeaways <ul><li>We fall in love with people brave enough to do what we think we can’t. </li></ul><ul><li>Base your character off who you really are and you’ll be able to keep it authentic and still look great naked . </li></ul>
  24. 32. Thank You… <ul><li>[email_address] </li></ul><ul><li>@lisabarone </li></ul>

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