Upload
katy-katz
View
785
Download
0
Embed Size (px)
Citation preview
#pubcon@katykatztx
“Language-market fit is just as important for companies as product/market fit, and it’s the most under-appreciated source of early success.”
*Source: Jim Scheinman, Venture Capitalist
#pubcon
Buyer Personas• Establish values and pain points• Make your customers tangible• Set guidelines for your customers’ language
And help you get PERSONAL.
@katykatztx
#pubcon
DEMOGRAPHICS•Age•Gender•Salary•Location•Education•Family
GOALS AND CHALLENGES•Values and fears
MARKETING MESSAGE•Elevator pitch
SOCIAL MEDIA•Platforms•Behavior
NAMEJOB TITLE•Where they work•Details about their role
Persona Template
@katykatztx
#pubcon
THE HERO’S JOURNEY
*Source: Adaptations of Joseph Campbell’s Hero’s Journey via Content Marketing Institute
@katykatztx
#pubcon
The Plot• WHO: make the human connection• WHAT: be sure to include the external
benefit• WHY: have a purpose• HOW: establish trust• PROOF: not just your own words*Source: Matthew Toren
@katykatztx
#pubcon
People don’t buy what you do, they
buy why you do it.
*Source: How Great Leaders Inspire Action on TED Talks
- Simon Sinek, TED Speaker
@katykatztx
#pubcon
Compelling Content• Is interesting, informative, and entertaining• It fits one of the “craveable” criteria (source)
And puts us in their SHOES
Makes us laugh or cryHas an unexpected twistReminds us dreams come trueInspires actionReminds us we matter
Reveals a secretSurprises usEncourages us to never give upReminds us we’re uniqueWhere David beats Goliath
#pubcon
The customer is the center of your story, not you.
@katykatztx
*Source: Storytelling Discussion on Inbound.org
#pubcon
Call to Action• Every good story has a moral• Drive your point home with the story• Make the CTA the next logical step
Ignite your reader’s ACTION.
@katykatztx
#pubcon
“Most people forget 90% of what you share.”-- Dr. Carmen Simon, Neuroscientist
Make sure that 10% they remember counts!
#pubcon
Copyblogger@katykatztx
Side Note: I break out Demian’s writing technique even further in this YouMOZ post bit.ly/StealWriting.
#pubcon
Writing•Grammarly•Word Hippo•Hemingway App•Boomerang Respondable•READ MORE Books, Articles, etc!!
Visual Storytelling•Canva•Pixabay (free stock photos!)•PicMonkey•Pablo•Visage•Stop Motion Studio (etc)
@katykatztx