How can you tell a story that will move your market?
Decision makers. Influencers. Approvers. What story can you tell that will unite them in purpose and transform institutional inertia into action.
How can you tell a story that will resonate in a way that is authentic and meaningful. That strikes nerves, avoids platitudes and familiar promises, and hits home in a way that has sincere resonance.
A story that has mileage – and thrives over the long-term. Across channels, across audiences and across mediums. Catalyzing change and positioning your company as a Market of One.
Here is the step six process that I use to find answers to these questions. Done correctly, this process will help you unlock you markets greatest pains, and discover how your organization is uniquely positioned to be the salve.
Here’s a brief overview of the 6 steps I follow to create assets that survive and thrive over the long-term. But remember, the steps are the foundation - navigating them thoroughly and with care are what will lead you to your impactful story.
The Market of One Content Creation Process
One | Insight
Taking the time to intimately understand the market is one of the key steps that will separate your story from competitors. During this phase, consume all the information you can find to inform your messaging – especially resources which will give you a unique perspective from within your organization – such as research, internal experts, etc. The key is to find insights which are not readily available in the market which you can harness to inform your positioning as well as conten.
Two | Story
Finding the right story is the difference between an asset that gathers dust, and an asset that inspires changes. An asset that survives and thrives across mediums and over the long term, rather than silently entering the market and being ignored.
During this stage, review your markets key pain points as well as your company’s Singular Resonance and Lynchpins. Marrying these with your markets pains, and telling the story in a way that feels personally resonate, will set you apart.
Three | Strategy
Today’s buyer is an omnichannel buyer. They drift between screens throughout their day. Knowing this, you must craft a story that is engaging and accessible across mediums. During this stage explore potential options for unique and engaging ways to tell your story in an onmichannel world. How can your story be ubiquitous?
Four | Architecture
Laying a strong foundation will ensure you build an asset that is powerful, authentic and congruent with everyones vision. During this stage build an outline of your asset and its key points, taking care to organize your content in a way that is easy to understand at a glance, yet feels comprehensive and true in a way which is indisputable.
Five | Creation
Only now do you get started creating your asset. Crafting the words and images. Skipping the first steps is why most content looks and feels the same – and most stagnates – attracting few leads or making any real impact.
Six | Distillation
Content is most powerful when it prioritizes substance over length. Yet because of the rush to simply “get something out the door” we often forget to spend the time to hone our messages down to their essence. During this stage, work to distill your story down to ensure it includes only the critical. This needn’t take weeks or months – often simply putting the content away for a day or two and coming back to it again will be the difference between creating something impactful – and something forgettable.
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