Why your startup needs three storylines
Oh boy, this might piss off some marketing "strategists."
Strategists usually say a company needs ONE storyline.
Then the fluff comes in.
Find your why.
Focus on your story.
Be authentic.
Have lots of ice cream flavors for your employees.
Man, this is funny. I don't get how CEO's trust these strategists.
The truth is, you actually need three major storylines.
Each one is completely different in nature.
But they all play a part in your marketing.
➡Storyline Number 1: This should be a very simplified notion of what your company does.
An 11-year-old should understand this.
"We help X do Y, by utilizing Z."
Simple.
This type of storyline is targeted for: Reporters, Press, and Influencers.
➡Storyline number 2: This should focus on USP. This should be highly technical and is strictly targeted to specific job titles.
"We can do X,Y, and Z for you, while our competitors only do E, and our pricing is better."
This type of storyline is targeted for: Advertising, Demo calls, email marketing, and conferences.
➡Storyline number 3: This should focus on no BS. This can ONLY be used by a CEO or another high leadership position and ONLY in private conversations. It sounds something like this:
"Listen, we want to help you do X; we currently have Y and Z; what else do you think we can do? What do you need?"
This type of storyline is targeted for: CEO's talking directly to prospects' leadership teams, CEO's advising their Investors, or CEOs talking to existing clients.
As you can see, in each "storyline," the messaging is displayed differently. But each touchpoint is important and requires its own method.
Do you agree?
https://www.linkedin.com/in/omrihurwitz/
Insightful!