CHAPTER ONE: Introduction to Story
Learn the brain science behind the power of story and how to apply it to your corporate messaging. Understand the messaging framework that will guide us through the remainder of the workshop.
CHAPTER TWO: Brand Script Message Mapping
Through a guided flow, use the Story Message Map to create your brand, product, or service script. Flesh out the basic structure and content used in creating your elevator pitch, one-liner statements and the rest of your marketing collateral.
CHAPTER THREE: One-Liner Exercise
Together we will create a short-form messaging statement or “one-liner” that will grab your audience’s attention, explain how you solve their problem, and cast a vision of their reward. This statement can be easily memorized by you and your staff so you make a consistent brand, product, or service impression.
CHAPTER FOUR: Elevator Pitch Exercise
Using the raw material from your Story Message Map, we will craft a long-form narrative about how your company, product, or service solves a problem for your target audience. It will guide your all content production going forward, and many companies use this as their corporate or product video script.
CHAPTER FIVE: Marketing Collateral Audit
Time-permitting, we will use the lens of story to audit and make recommendations for your website, marketing funnel(s), printed collateral, email copy, video, social content, slide decks, and testimonials.
CHAPTER SIX: Homepage Wireframe/Design
Using the new positioning and messaging we’ve developed, we’ll turn our attention to your website homepage, auditing the layout and messaging. Does it pass the “grunt test?” We will write new copy and wireframe a new homepage layout that follows best practices for clarity and conversion.
NOTE: Wireframe deliverable is produced outside of workshop hours and shipped 7-10 days from the workshop date.