Use the Santoku method...
it's easy-peasy
Hi <<First Name>>,
Want to know a secret?
Great, but first, a micro-story.
Japan is a land of long traditions.
Thousand year-old techniques once perfected in the crafting of katana (samurai swords), were gradually transferred by skilled craftsmen to knife making.
Handed from master to apprentice, secrets were closely guarded.
One special knife, the Santoku, means "Three Virtues."
The knife wears its name proudly, because it does three things well:
- slices
- dices
- minces
Prized for their versatility, the knife's tip is used for details, main edge for grunt work and the heel for intense chopping.
Now, imagine you're about to write. And you have a Santoku.
It's perfect for this type of work ... use it to:
- chop
- dice
- and mince
your writing project down to more manageable, bite-size pieces.
Yep, little text bites.
Maybe even pithy one-liners.
Why do that?
The secret that many writers never tell you... is that they often don't attack the project as a whole, in a single linear way.
Instead, they write in small pieces.
Sound easy-peasy?
Yep, Japaneasy
Di
PS: If there's someone you know who wants to learn more about story-based messaging, use the button below to forward this email... and suggest they subscribe. :)
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Want to humanise your messaging?
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I'm a strategic brand copywriter and story specialist, who works with brand builders, agencies and strategists.
Together, we shape meaningful brands that gain share of heart,
not just share of wallet.
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BRAND MESSAGING
Meaningful messaging powered by story-based strategies
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Thoughts on messaging...
Is there a framework?
Taglines are catchy, but there’s a lot more that goes into your brand messaging than stringing a few words together with enough flair to make them memorable.
Product positioning, key benefits, brand pillars, value proposition, audience, and tone are just a few things that need to be taken into consideration. Together, those elements combine to create a complete messaging framework that can guide your marketing across every piece of content and every channel.
Everything you create, both internally and externally, should be able to map back to this messaging.
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BRAND STORYWORK
Uncover your core story and build layers of meaning
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Thoughts on storywork...
A story-making tip
Marketing shouldn’t be the only story provider. A business-wide net needs to be cast to catch them all.
Think about all the different customer interactions across the business, all the things your people do every day and the company folklore tales. They’re all potential story sources and that way everyone gets involved… in the creation of an episodic brand story.
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BRAND STRATEGY
Strategise your culture transformation, brand launch, refresh, or rebrand
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Thoughts on strategy...
What's a brand strategy?
A brand strategy clearly and concisely outlines the fundamental thinking that defines the essence of the brand you want to build.
It addresses important business management issues like branding architecture, and considerations such as market segmentation and messaging.
Brand strategy components include:
• Intelligence
• Architecture
• Foundation
• Positioning
• Market segmentation
• Messaging and orientation
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Want to bond your brand with people?
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By humanising your products, services and idea, you're harnessing the power of emotions.
Writing based on emotions (not facts, features or just benefits) is the most powerful way to spread your beliefs and ideas.
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CONTENT CURATION
Get new ideas, thought starters and laughs
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Three thoughts curated for you...
MESSAGING:
From Fast Company
6 Persuasion Tricks To Get What You Want
STORYWORK:
From Branding Strategy Insider
STRATEGY:
From Kellogg Insight
The Dos and Don’ts of Repositioning Your Brand
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Want to move people, using stories?
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Great brand storytelling doesn't happen in one piece of content. It ebbs, flows and unfolds over time.
Think of your brand stories as chapters in a brand book.
Each chapter (or content initiative) adds to the overall narrative and deepens your brand's storyline.
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