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Marketing and communicating your purpose

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Learn how to tell your story and build awareness for your business, cause, or idea online.

Published in: Business
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Marketing and communicating your purpose

  1. 1. BRAND STORYTELLING: 
 HOW TO COMMUNICATE YOUR PURPOSE CONSCIOUS ENTREPRENEURS © Rikki Ayers, Be Rad Media
  2. 2. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE WHY STORYTELLING: ▸ People can relate to stories. ▸ They differentiate us from all the other people doing similar work to us. ▸ If you can develop a great story, the rest of your marketing becomes so much easier. © Rikki Ayers, Be Rad Media
  3. 3. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE A GOOD STORY HAS: ▸ Characters. ▸ A plot with a beginning & and an end. ▸ Covers the 5 Ws & H (who, what, why, where, when, how). ▸ Emotional appeal. Brand Story: Narrative about your business or organization that has emotional appeal. © Rikki Ayers, Be Rad Media
  4. 4. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE “Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.” - Native American Proverb “Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin © Rikki Ayers, Be Rad Media
  5. 5. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE WHO: ▸ Are you a personal brand or a corporate/ collective brand? ▸ What’s your story? What experiences led you to want to do this work? ▸ What are your values? ▸ What was your turning point? ▸ What is your personality. How do you talk, act, etc. How will that reflect on the work you do? © Rikki Ayers, Be Rad Media
  6. 6. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE WHO IS YOUR AUDIENCE: ▸ Whose problems are you working to solve? ▸ What’s their story? ▸ Why do they have this problem? ▸ What would it mean for them to have a solution? ▸ What is their life like day-to-day? ▸ Develop profiles for each customer/client/tribe member. Be as detailed as possible. © Rikki Ayers, Be Rad Media
  7. 7. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE WHAT: ▸ What does your business or organization do? ▸ What’s your process. Is it unique? ▸ Boil it down until you can describe what you do in one succinct sentence. ▸ Example: I write concise, thoughtful, and compelling digital copy for small business owners that want to make a difference. ▸ Example: [charity:water] A non-profit organization bringing clean, safe drinking water to people in developing nations. © Rikki Ayers, Be Rad Media
  8. 8. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE WHY: ▸ Why are you doing this? ▸ Why is it important? ▸ Why do you want to do this for 3, 5, 10 years? ▸ Why are you the best person to do this? ▸ Why informs your vision statement. Get “Start with Why” on Amazon © Rikki Ayers, Be Rad Media
  9. 9. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE WHERE & WHEN: ▸ Where does this story take place? ▸ What country, province, city, community? ▸ What channels will the story be told on? ▸ Social media, blog, television? ▸ When: logistics, such as launch dates, phases, etc. © Rikki Ayers, Be Rad Media
  10. 10. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE HOW: ▸ Your mission statement: how are you changing the world? ▸ How are you going to help day-by-day, and in the long term? ▸ What’s unique or different? What ideas have you combined (and where did they come from?) ▸ Example: I write concise and compelling digital copy for small business owners that want to make a difference. I do this by working through a discovery process with the client, researching, and determining the best strategy or copy style for the client’s communication channels. © Rikki Ayers, Be Rad Media
  11. 11. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE EMOTIONAL APPEAL: “When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.” - Dale Carnegie ▸ When you write your story, or your organization’s story, use facts sparingly, but appeal to emotions as much as possible. ▸ Focus on benefits. How will the outcome make your audience feel? ▸ Use your audience’s language. Relate to them. ▸ Be human. Show your human side. Be emotional. © Rikki Ayers, Be Rad Media
  12. 12. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE generosity.org: checks all the boxes Great example of storytelling © Rikki Ayers, Be Rad Media
  13. 13. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE HOW TO TELL YOUR STORY ▸ Digital media is your opportunity to combine your story with that of your audience. ▸ Website ▸ Blog ▸ Email ▸ Social media (Facebook, Youtube, Instagram, etc.) ▸ Newsletters ▸ Podcasts © Rikki Ayers, Be Rad Media
  14. 14. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE START WITH YOUR WEBSITE ▸ The biggest problem with most websites is that they’re not customer- focused. ▸ The biggest problem with many nonprofit websites is that they don’t offer an obvious way to engage or get involved beyond donating money. ▸ Use imagery and words on your website to tell your story, relate to and engage with your audience, and give people something to do. ▸ Think like the audience & show how what you do benefits them! © Rikki Ayers, Be Rad Media
  15. 15. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE THE PERFECT ABOUT PAGE ▸ The About page is often in the top 3 of most visited pages. ▸ Tell your story in this order: ▸ Benefit-driven headline ▸ Start with how you help your audience achieve said benefits. ▸ Explain how you’re qualified to help them achieve said benefits. ▸ Share your back story as it relates to your work and your audience. ▸ Include a call-to-action (subscribe, follow on social, etc.) ▸ BONUS: Include a high-quality photo of you/your team © Rikki Ayers, Be Rad Media
  16. 16. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE BLOGS, NEWSLETTERS, EMAIL, PODCASTS ▸ Provide more information for those who want to learn more. ▸ Increase traffic to your website. ▸ Email subscribers are your most captive audience. ▸ Podcasts: your own radio show! Great if you have time and access to interesting stories. © Rikki Ayers, Be Rad Media
  17. 17. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE SOCIAL MEDIA: WHAT SUITS YOUR AUDIENCE? ▸ Most people are on Facebook, but Facebook is the hardest channel to gain organic reach (unpaid). Facebook Groups are gold if you can build one. ▸ Instagram: High-quality photography or graphics with lots of hashtags. No live links. ▸ Twitter: Makes it easy to connect with others, but broadcast messaging doesn’t work because it’s way too noisy. ▸ Pinterest: Great for retail, but can also be used creatively to promote other kinds of organizations. Need great visuals. ▸ Snapchat: Appeals mostly to younger people. Use as an engagement tool, but not necessarily a conversion tool. ▸ Youtube: Recording and editing videos is time-consuming, but people love videos. ▸ LinkedIn: Great for professional connections, but tends to be a lot of marketers sharing content. © Rikki Ayers, Be Rad Media
  18. 18. BRAND STORYTELLING: HOW TO COMMUNICATE YOUR PURPOSE WHAT’S YOUR PLAN? ▸ No matter what you do, you need to show up and be consistent. Don’t stretch yourself too thin! ▸ Every month or 90 days write out a communications and marketing plan. What do you want to achieve? ▸ Break your plan into bite-sized tasks and put them in a calendar or project management software like Asana or Trello. Give yourself realistic deadlines! ▸ At the end of each period, reflect and check your analytics. Celebrate your achievements! © Rikki Ayers, Be Rad Media

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