There is one story and one story only that will prove worth your telling…
So begins the Robert Graves poem “To Juan at the Winter Solstice”. I find the sentiment instructive and pertinent to brand messaging on the social web.
In traditional marketing it’s relatively straightforward to maintain brand message and value proposition focus. You decide it, script it, print/record/video it and boom – you’re off to the
races with a tight, consistent message. Things don’t move around so much in this environment. It’s a little like living in a planned, gated community. Everyone knows where you live, when & how you party, and what shape your lawn is in.
The social web, on the other hand, offers syndication and engagement possibilities that challenge even the most determined efforts. It’s more like visiting a huge messy city where you can’t tell the streets from the avenues, there are lots of dark alleys, odd odors emanate from all directions and GPS doesn’t work. You’re the perpetual out-of-towner. Your clothes look weird, your accent is hilarious, and you ask the stupidest questions.
No one can figure out what you are all about. You’re sending out signals, for sure, just none that inform particularly well.
So, back to Mr. Graves poem. What story, if any, are you telling?
How do you distill the complexity of your firm’s business proposition into one story worth telling? You start by anchoring the story that all of your messaging supports to the the following 3 things:
- Tell them who you are
- Tell them what you do
- Tell them what you want them to do
This sounds a little pedantic, I know, but when you are meandering about on the social web, lacking a pervasive brand and offering a muddled picture of yourself, this is a better anchor for your messaging than most. If you are a pizza restaurant… say so. If you make the best damn garlic artichoke pizza in town… say so. If you want folks to come in and try a slice, tonight… say so. Don’t keep them guessing.
A great example is the organization NORML. If, through your engagement with them, you end up on the NORML Facebook Page you get this messaging. Should you find yourself on the NORML website, you get this messaging. In fact almost anywhere you might engage NORML on the social web you receive the same message anchor.
While I am unimpressed with their engagement approach (too much push) and the UI on their website blows chunk big time, I have no uncertainty about who they are, what they do and what the want me to do. It’s a start, and you could do worse than to order your messaging around this simple concept. Think of it as your social marketing thesis statement.
