ExampleCompany
Your tone of voice.
Why is branding important?
companyLogo
Without personality, you’re boring.
Every company has a unique character. But often, it has a crazy hard time to show it.
Thanks to your answers, your brand has now character!
Your Golden Circle.
What you do:
You create websites, generate leads, and think up awesome marketing strategies (and you occasionally execute them too).
How you do it:
You work with clients you truly want to work with. You personalize their strategies and don't churn out standardized work.
Why you do it:
People who hold their own companies high deserve to be held high by their marketers.
WHAT
HOW
WHY
Your personas.
Finding the right person.
Persona Creation
Heba, 28
Stressed working woman
Erica, 55
Bored retired woman
Emilie, 35
Open spirited mom
Your buyer’s journey.
The buyer’s journey
Awareness
I’ve got a problem!
Consideration
What options do I have?
Decision
Whom do I choose?
Dominik
Awareness
Dominik has developed a product and believes in it. Somehow he isn’t getting the customers he thought he would. How can he get more customers sales?
Consideration
He lacks exposure and business development skills. He is now looking for possible solutions. How to push sales. -->A story would help.
Decision
He cares a lot about cost and can’t hire employees. He also doesn’t have time to do it himself. Expert advisory is the only way. Good thing we offer it for free!
Your unique selling proposition.
What customers want.
What your competition does well.
What you do well.
Your USP—xx because...
You’re not alone. Take a look at me and you can see that I’m not one of those abs-flexing Instagram gurus selling you a course and then leaving you alone. I got work to do, too.
I want to take you on the same journey I am already on. Together with other warriors, we work towards a healthier body and mind.
It’s a rough road and letting yourself go happens quickly. Xx keeps you on track with its points-system, motivational group-chats, and group accountability.
“
Your value proposition.
Your VP—What’s in it for them?
– Unterhaltung
– Sozialen Kontakt
– Wettkampf
– Spiele für 2–25 Personen.
– Leaderboard
– Turniere
– Stolz beim Gewinnen
– Glücklich mit Freunden
– Vergessen des Alltags
– Mehr Games = Mehr Gewinnchancen
– Stundenlange Unterhaltung
– Fesselnde Spiele, die volle Aufmerksamkeit benötigen
– Langeweile
– Isolation
– Stress
– Einfacher Einstieg
– Auf den Kunden zugeschnitten
– Schnelle Erfolgserlebnisse
– Einfach neue Leute zu finden
– Anlass etwas zu tun
– Physische Aktivität baut Stress ab
You promise...
For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary competitive alternative), our product (statement of primary differentiation).
What your product does and who it is for.
“
Your fascination triggers.
The Diplomat
Trust & Prestige
Subtle: You work toward goals in a steady way.
Capable: Clients don’t question your ability to deliver results and to exceed expectations.
Impeccable: Everything about your performance and presentation reflects your attention to detail.
The Diplomat
Methodical and steadfast, you produce quality results. You have clear aspirations, and you can map the most efficient plan to get there. You push themselves hard to attain higher and higher goals.
You arrive to the meeting better prepared than most. You’ve your research meticulously. The questions you ask are to the point.
You have a purposeful vision for your personal life, your career, and for the project you work for. Never complacent, you are a high achievers.
Your story.
Your Five Storytelling Elements
One-fits-all approach
Your Client
Personalized marketing strategies
Personalized and effective marketing strategies
companyName
A Narrative
A client fights against standardized marketing strategies churned out by big agencies. Another “one-size-fits-all” strategy he has paid a lot for has just failed. He’s had enough, so he embarks on a journey to find a strategy that fits just him.
To reach his destination and find the perfect strategy, he uses companyName as his - almost magical - helper.
Your brand as a person.
If companyName was a person
companyName is 40 years old. He is usually dressed laid back but he can rock smart casual. He’d rather be a full-time dad than climb the corporate ladder. He reads a lot, although, only marketing books and blogs.
When you grab a drink with him - he orders Mai Tais - you’ll find he’s deeply passionate about his projects and clients. He strives for excellence. If there is something he doesn’t know, he learns it. His biggest fear is that he could fail a client.
Overall, he’s a down to earth guy, loyal, caring, and hard working.
The four dimensions of tone of voice
Funny vs. Serious
Formal vs. Casual
Respectful vs. Irreverent
Enthusiastic vs. Matter-of-fact
companyName uses witty humor and word plays when it’s appropriate but he remains serious. Although he talks casually about sophisticated subjects, he keeps it professional and doesn’t cuss. He doesn’t use complicated language, unless he is sure his counterpart understands it. He shows respect for those around him and cares about them. Don’t let his matter-of-fact attitude fool you. companyName is very enthusiastic when it comes to topics he cares about!
Your next steps.
Align internal decisions and external communication.
Stuck? Text me: pat@copyneat.com
By Copy, neat.