49. Exercise One:
The three second test
1. Who is your biggest/most annoying competitor?
2. Pull up their website.
50. • Where does your eye land?
• What are they telling you?
• Where should you look next?
51. 3. Now do the same thing with your own website.
• Try to imagine you’ve never seen the site
before.
52. 4. Now swap with your neighbor.
• Take turns.
• Point to where your eye lands.
• Tell them what you think this company does.
• Point to where you think you should go next.
54. 1. Presentation 0-2
Is the narrative obvious?
Is it legible?
Does it focus on the main
points?
Does it guide me to the next
step?
2. Clarity
Can I understand it?
Does it answer my questions?
Does it have a logical flow?
Does it offer the right level of
detail?
3. Resonance
Does it connect emotionally?
Does it “just make sense”?
Does it offer proof and
supporting info?
Does it encourage me to action?
4. Share-ability
Is it memorable?
Can I explain it to someone else?
Do you encourage me to share?
Does it feel natural in your
mouth?
Copyright 2019 Atigro.com
55. 5. Repetition
Do the key phrases show up in
several channels and materials?
Do the key ideas come up in
client conversations?
Do the people in your org know
these ideas/phrases?
Does your audience use them?
56.
57.
58.
59. Exercise Two
1. Go back to that competitor’s site.
2. Apply the narrative strength test. What’s their
score?
3. What are their narrative strengths? Weaknesses?
4. Now do yours.
5. What are your narrative strengths?
6. Weaknesses?
60. 1. Now do yours.
2. What are your narrative strengths?
3. Weaknesses?
62. 1. What do you do?
2. Who do you do it for?
Getting grounded.
63. 3. When do your clients want your
product/service/idea?
4. When do they want YOU?
5. What emotions do they have about this need?
• Aspirations?
• Anxieties?
65. 7. How can you build credibility and prove what you
say is true?
(testimonials, data, awards, analyst reports)
66. 7. What do you actually sell?
In other words, if I like you, what can I buy?
67. 7. What questions do you need to answer for your
prospects before they’re ready to engage further?
68. 8. How can you build credibility and prove what you
say is true?
(testimonials, data, awards, analyst reports)
69. The big “why”.
1. Start with your what.
2. 5 whys.
You are done when you are saying something that:
- Is aspirational.
- Creates an emotionally resonant statement
- Is specific enough that it is clearly about you.
76. How to go forward
Talk to
• Your founders
• Your clients
• Your sales team
Ask them these questions.
Refine and review.
Practice.
77. You know you’ve got
something good when…
It seems simple and obvious.
Your phrases come out of your mouth easily.
Your phrases come out of other people’s mouths.
Some people are still unhappy.
What does image this mean to you? To my husband it means a perfect Friday night. To a nutritionist, it might mean the decline of the American Empire. To a vegetarian, it may mean temptation or animal cruelty. Most likely some of both. It depends on the narrative you’re bringing to the table.
Narratives have deep emotional footings, but also things that appeal to what makes sense to us, they include logic and confirming information.
So you create an idea of what this thing is.
If you’re any good, you’ll connect that whole to a user.
And if you’re very good, you’ll connect with a yearning. Now our photographer is a visionary. An adventurer.
There’s emotional resonance, intellectual resonance. Positive and negative.
And this
These are moments that are not just about who we are, but who we want to be
There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
The characters, the place, the time, the “boldly go where no man has gone before” thing, the tricorder and the communicator, the transporter, the computer you can speak to, but which oddly, didn’t talk back (I like this model, by the way) the elements of the gestalt, the physical laws of their environment.
Those people and context, in action – responding to a situation - that’s a story.
There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
How do you want people to go through your site? How do they want to go through your site?
How do you want people to go through your site? How do they want to go through your site?