Thread
Branding principles I know at 33, I wish I had known at 21:
Reactive Marketing
React to stories and news developments.
Show customers that you’re on the side of the people.
Example:
• A guy on Tinder insults a woman's ASOS dress
• ASOS makes her the new model
• Story goes viral with 80+ media placements
React to stories and news developments.
Show customers that you’re on the side of the people.
Example:
• A guy on Tinder insults a woman's ASOS dress
• ASOS makes her the new model
• Story goes viral with 80+ media placements
Frictionless Communication
Customers have limited attention spans.
A lack of understanding leads to an instant loss of interest.
Make your copy and visual components clear and concise.
Customers have limited attention spans.
A lack of understanding leads to an instant loss of interest.
Make your copy and visual components clear and concise.
Be Real to Be Relatable
Connect with customers authentically and personally.
Be relatable by using:
• Real words
• Real stories
• Real people
Connect with customers authentically and personally.
Be relatable by using:
• Real words
• Real stories
• Real people
Signpost Your Customers
Don't assume that your customers know what to do next.
Handhold them with your language along the way:
• Encourage active engagement
• Direct your customers to take the next step
• Make it clear what you want them to do
Don't assume that your customers know what to do next.
Handhold them with your language along the way:
• Encourage active engagement
• Direct your customers to take the next step
• Make it clear what you want them to do
Be Antifragile
Own the story or the story will own you.
To take ownership:
• Don’t be too serious
• Embrace flaws/bad publicity
Example: KFC's clever PR response turned its chicken shortage crisis into a positive.
Own the story or the story will own you.
To take ownership:
• Don’t be too serious
• Embrace flaws/bad publicity
Example: KFC's clever PR response turned its chicken shortage crisis into a positive.
Focus on the Headline
Your headline will make or break your marketing.
If you write a bad headline, your readers won’t bother reading the rest of the copy.
To nail the headline:
• Spark curiosity
• Grab attention
• Show a benefit
Your headline will make or break your marketing.
If you write a bad headline, your readers won’t bother reading the rest of the copy.
To nail the headline:
• Spark curiosity
• Grab attention
• Show a benefit
Write for One Reader
You're not talking to 1,000 people.
You're addressing the single person reading your page.
• Talk to the reader personally using “you”
• Use language to place them in the moment
• Make it clear you understand who they are + what they deal with
You're not talking to 1,000 people.
You're addressing the single person reading your page.
• Talk to the reader personally using “you”
• Use language to place them in the moment
• Make it clear you understand who they are + what they deal with
Sell Benefits, Not Features
Take your customers on a hero's journey.
Make them feel pain, then feel relaxation.
• Painkillers sell better than vitamins
• Pain is the strongest motivator
• People only value solutions if they value your problem
Take your customers on a hero's journey.
Make them feel pain, then feel relaxation.
• Painkillers sell better than vitamins
• Pain is the strongest motivator
• People only value solutions if they value your problem
Want to go deeper?
I run a (free) Workshop on 5 Proven Steps to Build a Successful Brand & Huge Audience in 2 days.
I'll be giving away a $179 Audience Growth Guide for free.
I'd love to see you there 👇
www.mattgray.xyz/registration-page
I run a (free) Workshop on 5 Proven Steps to Build a Successful Brand & Huge Audience in 2 days.
I'll be giving away a $179 Audience Growth Guide for free.
I'd love to see you there 👇
www.mattgray.xyz/registration-page
Thanks for reading! Follow me @matt_gray_ for more content like this.
