Crafting Your Compelling Story and Making It Marketable

All brands are community builders. Behind each and every brand are individuals who believe and identify with the brands – alas, that’s the whole idea behind anything you’d want to put a sign up for, isn’t it? Without delving into the nitty gritty of brand building, lets just take a look at the base of all brands, where it’s all about making impressions.

Much like meeting someone for the very first time, we would take in their appearance, assess the firmness of their handshake, judge their tone of voice and message (hostile, serious or friendly?) before concluding whether that person is worth spending our time of day on. All of that happens during the first minute of meeting someone, so making a good impression upon introduction is everything.

As Seth Godin said, “Marketing is no longer about the stuff you make, but about the stories you tell”. So if you’re trying to craft a story about your business that will resonate with your audience but have no idea how to do it, here are some tips that will hopefully steer you in the right direction.

  1. It’s Not You, It’s Me

Yes, the page is about you, but chances are, your audience is more concerned about their problems than they are with yours. So rope them in by relating to a general problem, emotion or ideal.

  1. Hook ‘em

Have you ever told someone a story and looked forward an interesting part, at which point you would pause for effect? That’s the part your audience wants you to get to. Sometimes the hook is unclear because your journey has been so interesting (to you), so you’ll need to ask yourself:

a. Where’s the dramatic turning point?

b. What’s so different about you and your business?

  1. Rhyme and Reason

Let’s first admit why we all started our businesses: we need to make money. But there’s no need to say it, because that’s everyone’s reason (plus, it sounds selfish to any ear). So answer us this: what’s the difference you want to make? Point out the problems you came across and make is as compelling and as relatable as possible, and your way of solving those problems.

  1. Show Stopping

No one likes a show off. We’re not saying that you shouldn’t highlight your triumphs, because those are important to convey so as to plant the seed of confidence in your audience – but don’t be afraid to highlight failures as well. After all, we’re human and mistakes are what ultimately pushes us all to learn and be better.

  1. Eye See You

Wait before you hit that publish button. It’s super easy to overlook a mistake when you’ve been staring at the same written document for hours on end. So it’s always best to let it rest and come back to review it – or better yet, have others read what you’ve written and see if there’s anything that needs to be cut out, added or corrected.



Your brand needs to be on the same wavelength as your target audience

We provide training and consultation in marketing communications that will turn your customers into your friends

instagram street art

Brands Vs. Instagrammers from a Social Media Consultant perspective

*This article originally appeared on Nadzirah Hashim's Linkedin Profile.

For all you social media enthusiasts, I invite you to give your thoughts on this article.

But in case you have no time, in a nutshell the article is about this famous Instagram girl who rants about how she will quit social media because her life on Instagram is fake that in the end she has no money and she’s actually depressed so don’t believe all the photos you see as they were all edited. It’s nothing new but I felt I needed to address it.

Here's a few lessons I can reflect from this article I read.

1. Instagrammers need to stop endorsing products they don't have an opinion on. If you think brands are forcing you to change how you should post content then create a clause that says you have the right to give creative input to your content. Remember, it's your account and you have the right!

2. Also, while you're at it, please WRITE more content. Taking a photo of the product and tagging doesn't give an in depth knowledge of how you actually feel about it - which is why I always favor Instagrammers who have Blogs and are willing to share their thoughts on how they feel about the product given. If you have no thoughts, then I suggest you start using your brain more or change career.

3. Brands need to stop using the NUMBERS as a benchmark. 500,000 followers doesn't necessarily equal to conversions. How are the comments ratio? Are the commenters from the target market you seek? Choose an ambassador that engages their community. Choose an ambassador who cares to share the ups and downs of life and is willing to tell you what they think of your product. Why would you engage in "real" people otherwise? You need to know the quality of your product from a truthful perspective so you can improve.

4. Instagrammers, take note. BE REAL. We are all imperfect and its ok to show people our shitty hair days, awkward poses, silly faces and all that. In fact, if you're going to take a selfie, do it just once and be happy with that momentary look you gave cos it's how you truly felt at that second. Don't delete it. Who cares if it wasn't right the first time? And by the way, the numbers don't matter. It's your personal sharing space and the ones who truly care will respond.

5. And really, Brands need to understand that social media is not directly about selling products. It's about finding the target market you want and getting them to interact with your product through articles, visuals and media that you have created or found. If your target market is not responding, then figure out why. That way you won't waste your money targeting those who shamelessly ask for freebies and give no value (aside from giving a photo) to your brand.

6. Overall, its not social media that got this girl miserable. It’s this “perfection” mindset that is creating the depression and loneliness that we can all easily get sucked into. And while I do understand that we should not be glued to our gadgets, brands need to sell their products too. But if both ends of the spectrum can understand that its ok to be imperfect, (that Instagrammers can show their real self and brands should strive to improve on a genuine content marketing strategy) we will create a synergy that is beneficial for both ends. Both sides need to understand life is a working progress - and that happiness comes from embracing ourselves for all that we are. Choose imperfection - because really thats what makes life!

These are just my thoughts. Thanks for reading. Looking forward to hearing what you think. :)