Messaging step-by-step

Compose a compelling story that you can tell to your customers.

Why "compose"?

You could write your marketing stories linearly, from top to bottom. This might easily become overwhelming. And, introverts like to focus on one thing at a time.

More than that, marketing can feel complex – another reason why it's better to write small snippets of copy, and compose them into more complete and compelling stories, one step later.

What to write in small snippets of copy

With 2Quiet2Market, you can write small those small snippets directly into the marketing elements that you already have discovered during JTBD analysis and positioning:

Box typeWhat to write about
Productwhat your product is
Featurewhat your product does
Qualitywhat the product (or a feature) feels like
Benefitthe value that a certain feature or quality gives to your customer
Personawho your future user or customer is
Job to be donethe job that your persona wants to get done

You can use Markdown syntax to express yourself with Bold, Italic, headings, links, images, blockquotes, numbered or dotted lists, horizontal rules, and more.

Learn Markdown in 60 seconds.

Or take the 10-minute Markdown tutorial to learn it a bit more in-depth. It's really easy.

How to stitch a story together

When you've written all these little pieces of copy inside your features, benefits, and other marketing elements, you can stitch a larger story together.

2Quiet2Market can merge a piece of copy from one marketing element in the copy of another marketing element (see Merge tags to learn more).

Here are a few tips how to use that:

  • Merge the copy from a Feature into the copy of a Benefit. After the merged copy, add one or two sentences why that feature is so beneficial to the persona.
  • Do the same with the copy from a Quality. Merge it into the copy of the Benefit and write one or two sentences why that quality is so valuable to the persona.
  • Be creative: Find your own combinations, e.g. merge a Job-to-be-done into a Benefit and describe why it's so great to get that job done.
  • Finally, merge all "Benefit" pieces of copy that you've written into a Story element. Merge {}} into level 2 or level 3 subheadings, using ## or ### in Markdown. Merge {{something.text}} in the paragraph after the heading.
  • That way, you get a longer story that the reader can still skim. People have short attention spans these days.

Click-thru demo: How to compose copy for a landing page

How to publish your story

Click on the Story that you've written. Next to the "Preview" window, there is a copy/paste button and a select box.

Select Markdown or HTML format, depending on what the system needs into which you want to paste your copy.

Click the copy icon, then:

  • Paste the HTML-formatted text into your blog post editor. Or...
  • Paste the Markdown-formatted text into an email message in ConvertKit.

These are just two examples. You will have your own systems to do that.

Next steps

Later, in Experimentation, you will plan how you want to create, tell and maintain the stories. Then (using the integration with the Todoist task manager) you'll easily show up daily or weekly, to engage with your audience.

Many of these interactions with your audience can be automated.

Comments welcome: