Why Does Most Digital Copy Fail? 9 Problems to Watch Out For

Discover the top 9 problems that prevent most digital copywriting from generating conversions.

You’re probably on this page for one of two reasons:

  1. You’re publishing content, but you’re not getting the clicks and conversions you want.
  2. You’re ready to upgrade your content strategy, and want to find out how.

I’ve got good news for you — this article is packed to the brim with actionable tips that’ll help you out in both these situations. But before we dig into the meat and potatoes —

You need to answer one very simple, obvious question:

Why do you want to publish content online?

There’s no right or wrong answer here. You might be aiming to drive sales of your product or service. Maybe you want to establish your company as an industry authority.

Or maybe you’re hoping to get Internet super-famous and sell out, so you can dive into a giant pile of gold coins like Scrooge McDuck.

This could be you, if your digital content strategy works out.

This could be you, if your digital content strategy works out.

Hey, I said “no wrong answer,” didn’t I?

But before you hire a single copywriter, you need to know the answer to that all-important question — which really breaks down into three questions:

  1. What will you be publishing articles about?
  2. What audience do you hope will read these articles?
  3. What action do you want them to take?

Most business owners have only vague, general answers for these questions — and so they spend thousands of dollars on content that goes nowhere, achieves nothing, and leaves them ripping out their hair in frustration.

What can you do to prevent this frustration?

Start with a clear idea of what topics you want to publish articles about, who you want to read those articles, and what actions you want those readers to take. Once you’re clear on those things, it’s time to take a closer look at the top reasons why most digital copywriting fails to generate conversions.


Problem 1: Lack of compelling subheadings

People don’t read digital copywriting the same way they read books and magazines. Research shows that web visitors start by skimming the text for attention-grabbing words and phrases, then dive deeper if anything catches their interest.

In fact, Google’s crawler — the algorithm that indexes web content — analyzes online writing exactly the same way. It scans headlines and subheads for interesting words and phrases, then scours the text for keywords it’s decided are part of the same topic cluster.

Google continually makes changes to that ranking algorithm—and the best copywriters keep up with these changes. As of the latest major update in July 2017, the algorithm ranks mainly on the basis of relevance.

A handy Venn diagram summarizing how relevance works on Google.

A handy Venn diagram summarizing how relevance works on Google.

A lot of interrelated factors feed into this relevancy score. We’ll go deeper into many of them in this article. The most important takeaway right now, though, is this:

Your headline and subheads need to tell a compelling story all on their own.

If your subheadings fail to grab the reader’s—and Google’s—attention, you’re dead in the water before you even get started.

Think of your headline and subheadings as a mini-summary of the article. Read them as a sequence of statements, without looking at any of the text below. Do they summarize the article’s entire concept? Does each lead naturally to the next? Do they raise intriguing questions, and hint at the answers?

Before you hit that “Publish” button, you need to be able to answer these questions with a confident “yes.”


Problem 2: Walls of text

Your copywriters might create a brilliant masterpiece of an article — but if your website presents it in a format that’s hard to skim, all that hard work will go to waste. In the world of online publishing, layout is every bit as important as content. Yes, you read that right: the visual presentation of your text matters just  as much as the text itself. Why?

If your content doesn’t have an easy-to-read layout, nobody’s going to read it in the first place.

Very few people sit down and focus intently on a piece of digital copywriting, the way they do with a movie. Instead, they glance over articles while they’re at their desk, on the phone, watching TV, or waiting for lunch to arrive.

And when they scroll down and see nothing but text… and more text… and — you’ve got to be kidding — even more text… they’re going to do the same thing you’d do in their place, and click over to another tab. TLDR.

When that happens, you’ve lost your audience.

But look — it’s easy to break up a wall of text:

  • Drop in some bullet points
  • Throw in an image
  • Add an infographic
  • Embed a video
  • Insert a quote box
Blow up those walls of text!

Blow up those walls of text!

With the range of multimedia content options available on WordPress and other platforms, there’s really no excuse not to spice up your text with some eye-catching visuals.

Of course this doesn’t mean that you should go overboard with flashy graphics that make readers’ eyes bleed. It means you need to give their eyes a break every few paragraphs—give them something pretty to look at.


Problem 3: Over-reliance on SEO keywords

You might’ve heard that Google loves articles packed with keywords. And while that is sometimes true —

Keyword count alone isn’t the end-all of search-ranking success.

When digital copywriting experts first discovered that Google’s algorithm preferred longer articles with keywords, a gold rush erupted — companies around the world hired teams of talentless copywriters to crank out heaps of incoherent nonsense stuffed with irrelevant keywords and links.

But Google, smart folks that they are, quickly caught on to this little shortcut. As of Google’s latest major algorithm update in July 2017, articles get ranked NOT on length and keyword density, but on quality and relevance (see “1: Lack of compelling subheadings”).

Google’s algorithm uses a variety of factors to determine an article’s relevance — and they’re testing and rolling out brand-new criteria every few months in an effort to keep spam links off that ever-so-valuable first page of search results.

Despite these facts, the Internet is still full of search engine optimization (SEO) snake oil sellers  who claim to be able to boost your site’s search ranking simply by stuffing your content full of high-traffic search keywords. They may indeed be able to deliver those results for a few days or weeks — but Google’s algorithm adapts quickly, and its criteria are continually changing. Sooner or later, these “get-ranked-quick” SEO tactics will cost you much more than they earn.

So what approach will actually get your site to the top of the search charts?

What SEO approach will actually get your digital content to the top of the search charts?

What SEO approach will actually get your digital content to the top of the search charts?

While the exact mix of techniques continues to evolve, real SEO masterminds like us recommend using Google’s Keyword Planner to generate groups of related keywords, and using keywords from each group in related articles on your site, all of which link to one another.

By leveraging different keyword groups in concert, you’ll help Google recognize your site as a hub of high-relevance information on your industry, and your search ranking will begin to rise.

But keyword grouping is just one technique among many — and a complete SEO solution should address the problem not only from the keyword angle, but also in terms of elements like:

  • Link-building
  • XML sitemaps
  • Meta descriptions
  • Previews
  • Canonical tags
  • Schema tags
  • Image alt text

And those factors are just the beginning.

Ask most “SEO experts” direct questions about how all these elements work together, and you’re likely to get a blank stare in response. So:

Never trust an “SEO expert” who’s obsessed with keywords — because keywords are just the tiniest tip of the SEO iceberg.

Most SEO snake-oil salespeople have no idea what they’re talking about. It takes agility and dedication to stay on top of this fast-moving field, and only a small group of professionals keep up with the latest developments.


Problem 4: Lack of relevant links

Your articles don’t exist in a vacuum. When readers see no links to back up the statements you make — and, more to the point, when Google doesn’t see any links to or from your articles — you look less like an authority on your topic, and more like a lone fanatic.

If you aim to present yourself as an influencer, you need to actively join your industry’s conversation.

Start by compiling a list of articles on other sites, related to the specific topic you’re publishing content about. Put together a spreadsheet of keywords used in those articles, and (if you have access) use Google’s Keyword Planner to come up with keyword groups related to those search terms.

Next, work keywords in that group into your article. Don’t overdo it — only use keywords where they actually make sense, but don’t force them in where they don’t fit the flow of the article.

Keep your links relevant, and Google will love you for it.

Keep your links relevant, and Google will love you for it.

Now comes the linking. Set up your relevant keywords to link to articles on other sites that contain keywords in the same group. For extra brownie points, contact the owners of those sites, and have them link their related keyword groups back to relevant pages on your site. The more of these reciprocal link arrangements you’re able to set up, the more Google will recognize your site as a core participant in conversations about your chosen topics.

One word of caution, though: a lot of self-proclaimed “SEO experts” will tell you to set up huge amounts of backlinks — links on high-traffic web pages that point back to your site. But while some backlinks can definitely help boost your search ranking —

Google has caught on to the backlinking trick, and now actively penalizes site owners who violate its backlink policies.

So use this technique with care, and only attempt it if you know exactly what you’re doing.


Problem 5: Overuse of tech terms

Ever noticed how easy it is to tell the difference between a person who’s actually an expert, and someone who’s just pretending to be? One of the most obvious indicators of fake expertise is an overreliance on technical buzzwords.

While some technical terminology can help demonstrate that you do, in fact, know what you’re talking about, jargon is only impressive when you’re able to explain its meaning clearly.

As the physicist Richard Feynman famously said, “If you can’t teach a concept to a six-year-old, that means you don’t really understand it.” I’ve written plenty of papers packed with dense terminology — but I always take care to define my terms clearly, use them precisely, and explain the implications of every statement I make.

Always remember Richard Feynman's famous test: ask for examples!

Always remember Richard Feynman’s famous test: ask for examples!

Here’s Feynman’s famous litmus test.
When you hear someone use a technical term, ask them this simple question:
“What’s an example of that?”

If your copywriter can’t answer that question off the top of their head, that means they don’t fully understand the terminology they’re using — and, trust me, smart readers will see through that flimsy act from a mile away.

So tell your writer to go back to their sources, do some intensive research, and resist the urge to write one more line until they can provide a clear explanation of the term in question. Your readers will thank you for it.


Problem 6: Failure to connect cause and effect

You might be surprised to learn that one specific word has been proven to raise conversion rates by a whopping 30 percent.

What’s that word?


While this word isn’t a universal cure-all for low engagement, it’s been shown to deliver powerful results when used in proper context, to explain the causes that lead to particular effects.

A Harvard study found that when people ask to cut in line without offering a reason, they’re only allowed to do it 60 percent of the time. But when people add the word “because” to their request —  for example, “I need to use the printer quickly because I’m late for this meeting” — the compliance rate skyrockets 90 percent.

Remember this one simple word every time you create digital content.

Remember this one simple word every time you create digital content.

In other words —

When people understand the cause of a problem, they’re far more likely to pay attention to it.

This technique is easy to adapt to digital copywriting. Rather than just saying, “Don’t use too many SEO keywords in your articles,” try saying something like:

“When you overuse SEO keywords, Google actively ranks your site lower, because its algorithm thinks you’re spamming. And it’s probably right, so cut that out.”

Instead of just offering a vague warning, you’ve stated a particular outcome to be avoided, explained exactly why that outcome occurs, and provided advice for avoiding it. When it comes to getting your point across, this cause-and-effect approach makes all the difference in the world.


Problem 7: Scarcity of specifics

I once worked with a copywriter who seemed to be allergic to specific examples. He’d post long, super-passionate articles packed with exciting visuals — yet every time he had a chance to call out a particular case-in-point, he’d ignore it, and hurry on to the next paragraph.

For example, he’d write, “A lot of companies have had huge success with this technique.” But instead of saying which companies he was talking about, or what results they’d achieved, he’d end the paragraph and start talking about a new topic!

I was completely baffled by this writing style, so finally one day I asked him why he did this.

His reasoning, it turned out, was that he got so caught up in the flow of writing that he was afraid to slow down and look up examples! The solution, of course, was pretty straightforward:

Write out your whole argument step by step — then go back and look up facts that support each point, and work them in where appropriate.

Before you even start writing a detailed article, write out your whole argument step by step.

Before you even start writing a detailed article, write out your whole argument step by step.

Before you publish an article, put it aside for a day or so, then come back to it with fresh eyes. You’ll notice points your copywriter could back up with examples and figures.

If you can’t think of those specifics off the top of your head, that’s totally fine — but be sure your writer takes the time to dig around for hard numbers and sources to cite. You’ll come across as much more knowledgeable.


Problem 8: Lack of in-depth research

Before you hire a copywriter to create an article for you, it’s very important to ask them these two pointed questions:

  1. How deeply do you understand this topic?
  2. How intimately do you know my audience?

If your copywriter doesn’t understand the topic they’re writing about, and who exactly they’re writing it for — and why you expect that audience to care in the first place — they’ll only make it a few paragraphs before they start spiralling off into perplexing questions: How technical should I get? Are there other schools of thought about this? Is this section even helpful? Should I include more resources here?

The questions will pile higher and higher, until the writer loses all sense of direction — or, worse yet, sends you an unpublishable, incoherent mess.

Save yourself and your copywriter a boatload of trouble by following —

The Five P’s: “Proper preparation prevents poor performance.”

Before publishing any piece of digital content... make sure you've done your research!

Before publishing any piece of digital content… make sure you’ve done your research!

As cheesy as this slogan sounds — and believe me, I know it’s cheesier than a Wisconsin state fair — it’ll make your job vastly easier in the long run. A few hours of preparatory research might sound like a painful slog, but it’s a whole lot less painful than two days of writing around in circles, getting no closer to a final draft.

By the time your copywriter sits down to type that first sentence, they should be able to chatter happily about the topic for minutes on end, with a specific listener in mind. In fact, the writer should be bursting at the seams to educate your audience about all the fun facts they’ve learned.

They should know why your readers will be interested in those facts, and how the information they present will be useful to your audience. Only then should you give ‘em the green light.


Problem 9: Just plain sloppy writing

Oh, heaven preserve us from this plague of cut-rate copywriters! I can’t tell you how many times I’ve seen clients balk at the price of a professional — only to come running back a week later when their “much more affordable” writer delivers a barely coherent scrawl.

At best, these cheap knock-off articles come brimming with grammatical errors and misused technical terms. At worst, they’re outright inaccurate and misleading.

Smart business owners catch on to these copywriting failures pretty quickly, and most end up shelling out for a seasoned veteran of the writing business who knows how to present a detailed explanation with precision and clarity. After all —

Who wants the embarrassment of publishing an article that confuses “warranty” with “warrantee,” refers to a no-brainer as “not a brainer”  — or even misspells the client’s company name in the headline?

And yes, before you ask, I have witnessed all the above — and worse.

Don't hire a digital copywriter whose work will make you facepalm.

Don’t hire a digital copywriter whose work will make you facepalm.

Unfortunately, these problems aren’t rooted in any single issue. They occur due to a whole range of factors, including excessively tight deadlines, inadequate research, poor grasp of the English language, and good old-fashioned laziness and lack of attention to detail.

Any of these shortcomings can destroy an article’s credibility — and when all of them come crashing together, they turn into the perfect storm of literary disaster.

If you’re dead set on hiring a cut-rate copywriter, have fun. But be aware that flawless copywriting takes years of practice, along with an uncanny degree of attention to the nuts and bolts of the craft.

Most bargain-bin writers just aren’t capable of bringing that level of skill and focus to the table. To get the results you expect, you’re going to have to go with a pro.

Want to learn how to  brand yourself as a top expert in your industry—and take over the first page of Google search results?

We’d love to show you how.

Schedule your free consultation now.


Four Ways Social Media Stories Can Help Your Business Soar

You know the sinking feeling you get when you publish something online—a Facebook post, a Snapchat story, a tweet, “covfefe”—only to immediately regret it afterwards?

Ed Balls, the former British shadow chancellor of the exchequer, certainly does.

To his great dismay—and the British public’s delight—Ed discovered the pitfalls of accidental tweeting when he tweeted his own name back in 2011.

Ed’s outburst of existential affirmation has been retweeted so many times—83,000—that April 28, the day of the tweet, has become an unofficial holiday in the UK: Ed Balls Day.

Every year, Ed Balls Day brings smiles and happiness to people up and down the land. But it also brings to light the elephant in the room of digital publications—that our tweets and posts stay online forever. And like the elephant in the room, the Internet never forgets.

At least, that’s how it is for most digital content. Stories, on the other hand, are a little different.

For a start, Stories aren’t like your standard feed posts or tweets, which are lovingly crafted and painstakingly edited. Instead, they’re short, unpolished, and just like the snapshots of life they capture, imperfect.

But Stories aren’t made to last—and that’s the main difference between featured Stories and regular published content. Unlike Ed’s tweet, which will stand forever as a monument of marble in the digital landscape, Stories are fleeting and nomadic, programmed to self-destruct within 24 hours whether you open them or not.

You might think their transience would make them less popular. Yet the recent revelation that the number of Stories is growing 15X faster than feeds suggests that being short-lived doesn’t make them any less attractive. If anything, it makes them more interesting.

Think of it this way: clicking on permanent content is like visiting an attraction in the place where you live. You’re not going anywhere; it’s not going anywhere; you pretty much know what you’re going to get, so you figure you’ll just come back later. Stories are like must-see attractions abroad; they’re ephemeral, whistle-stop. Blink, and you miss them.

How does this relate to digital marketing?

On the face of it, publishing content that vanishes 24 hours after its publication doesn’t sound like the smartest marketing strategy in the world. But Stories are on the ascendancy, cropping up on YouTube, Google, and Netflix as well as still being part and parcel of Snapchat, Facebook, and Instagram. To neglect Stories is to risk damaging your business. Our guide aims to help you incorporate them into your digital marketing strategy.

1) Stories aren’t platforms for sales pitches

When we scroll through Facebook, Twitter, Snapchat and Instagram feeds we’re usually looking to be transported elsewhere, to learn, or simply to be entertained. We’re not scrolling looking for someone to sell us stuff. So when someone we’re following suddenly shows up on our feed and bombards us with price tags and subscription plans, we’re likely to respond in one way:

Using stories to try and push your product is only going to get you one result

The same goes for Stories. Stories aren’t for sales pitches but chiefly for sharing. When used well, they provide a platform for you to promote your values, and your brand’s, and share relevant, entertaining content with your followers. When used brilliantly, Stories do more than just share your message; they contribute to the conversations your followers are having, and offer advice on where they can go. Essentially, the best Stories establish trust.

Take Amy Buechler’s Snapchat account (Jujubeeks), for example. She’s an associate at Y Combinator, a community that funds early-stage startups. And, fittingly, her Stories consist of short stress-relieving sessions advising founders on what they can do to avoid their startup’s breakup. Why is this effective? Because it locates her followers at the center of their own story—a story in which she plays the fringe, yet vital role of the sage counselor.

This compassionate approach to the Stories feature is crucial for effective user engagement. And nowhere is this truer than on Snapchat, which is still regarded as one of the most effective tools for startups. Most Snapchat users are millennials, so understanding this demographic is vital when it comes to designing your stories. And millennials as a demographic aren’t going to respond well to having their online space invaded by dodgy salesmen.

2) The best stories are nonfiction

When it comes to sniffing out what’s genuine and what’s contrived in the world of marketing, our noses are getting sharper. Which means that stories that come across as fake or insincere are more likely to flop. For proof, just look at that Coca-Cola commercial, pulled in 2015, which showed millennials with picture-perfect pearly white smiles being ferried into a remote Mexican village to deliver shipments of Coca-Cola to a downtrodden community of grateful natives.

If your Stories aren't sincere, forget it. We're getting better at sniffing out what's genuine and what's contrived in the world of storytelling

Long a staple of corporate advertising, this white-savior narrative no longer washes. Millennials definitely aren’t buying itsomething we know because they’ve recently come out and said so themselves. According to a recent report, 40 percent of millennials would be willing to pay more for a brand that’s ethically conscious, while more than 50 percent believe it’s important that businesses are transparent about their practices.  

Where’s the best place for your brand to showcase its ethical credentials? The key lies with the Stories you share.

No organization has done this as effectively as the World Wildlife Fund (WWF) with its #LastSelfie campaign back in 2014. Launched to raise awareness of endangered animals, the campaign consisted of a series of Snapchat photos, each featuring an endangered species. Each clip lasted just 10 seconds before vanishing, reflecting the limited lifespan of the species itself. The campaign caught on. Reaching 120 million users meant that within three days of its launch the WWF had met its monthly donation target.

So far I’ve talked a lot about Snapchat, and for good reason. It’s a global name, it has 100 million daily active users, and its daily video views are increasing by 400 percent every year. But put statistics to one side and it’s the simple format that stands out. Snaps shot from your phone encourage simplicity. Not everything shines; not everything is glossy. Because of this, Snapchat shifts emphasis from content of superficial value to content of intrinsic value.

The same cannot be said for Instagram. At its best, the Instagram community can be genuine, interesting and buzzing. At its photoshopped worst, Instagram can be glossy, repetitive and artificial, filtering a perfect version of the world that frustrates as much as it misleads. This isn’t to say Instagram is redundant. But you should be careful how you use it. After all, showing your office layout, pre-event setup or even your family life through an idealized filter isn’t going to sit well with people expecting some down-to-earth honesty.

The difference between Snapchat and Instagram is crucial. Especially because it raises two important questions you’re going to have to answer:

Which social media does my audience use, and what does it expect to find there?

I’ve already published a post about how you can find your real audience. Live among their world, find out where they hang out, learn their language. For Stories, language isn’t just textual, it’s visual too. And if you’re going to resonate with your audience, you’re going to have to personalize yours to fit.

3) Stories should be personal

One of the ugliest aspects of the corporate jargon that’s come to characterize so much of today’s business language is that it can make us forget that companies aren’t logos. Companies are made up of the individuals who work there. Stories are the perfect way of leaving behind that preened corporate image and showcasing the human side of the business world.

We’re not just talking about B2C here. There’s no reason stories in B2B can’t be just as personal as the stories we tell our friends when we tell them in the right way. For a great example of how a B2B company is mastering personal storytelling, look no further than Cisco.

By using a “day in the life” format in its Stories campaign, Cisco has moved the focus away from its products to its people. Sure, it’s simple. But since the account’s launch in May 2016, it’s seen a 600 percent follower increase week over week.

By showcasing the people behind the company, Cisco’s “day in the life of” Stories works wonders

Another Snapchat account, one that belongs to an individual rather than a company is that of Jason Calacanis, the founder of Inside.com and an investor in various startups. Jason’s Stories are helpful for like-minded entrepreneurs because they give us the scoop on related startups. And they’re fundamentally humanfocusing on his family, his daughter, and his pets—giving us a real person to root for.

4) Start with stories. End with a series.

Establishing a brand is about building familiarity, and Stories have enormous potential in helping us do this. Their format makes them visible but not intrusive. They don’t spam your users’ news feeds and they don’t clog up your own page. And as I mentioned toward the beginning, their ephemeral nature is what makes them alluring. But the fact they have a 24-hour lifespan means that if you want to be visible, you’re going to publish. A lot.

Of course, no storyteller would start without knowing which direction their narrative was headed (with the obvious exception of J.J. Abrams when he wrote the screenplay for Lost). And as that series showed, going in all guns blazing without an overarching plan is only going to confuse, alienate, and lose followers.

This is where planning and creativity come in.

Before setting out on your digital marketing campaign, you want a clear vision of the direction your brand is heading—a compelling brand story starting with your brand’s “Big Bang” and ending with the completion of its mission. If weaving this narrative sounds difficult, don’t worry. Storytelling is what we do.

Whatever your story or your vision, we’d love to hear it. Talk to us.

Schedule your free consultation today.


Create Your Compelling Brand Story in 5 Steps

Your personality’s powerful—and so is your brand’s.

But let’s be real:

Do you actually enjoy reading and watching the content you post, just for pleasure?

If you don’t, why should your audience?

Maybe what’s missing is a compelling story.

Maybe what your brand is missing is a compelling story.

Maybe what your brand is missing is a compelling story.

I’m not talking about case studies or product backstories. I mean the story of your brand itself — a narrative that pulls people in and gets them excited about what’s going to happen next.

A compelling story does more than tell audiences what your brand sells — it gives your brand a face, a personality, and a meaningful mission.

Here are five key steps for crafting a brand story that gets your audience on your team.

Step 1: Look for your brand’s Big Bang.

Every great story starts with a single unforgettable event. Romeo meets Juliet. Dorothy lands in Oz. Steve Jobs and Steve Wozniak move into a garage to build a computer called Apple.

Our universe itself began with the most explosive event of all time: the Big Bang, a name everyone knows by heart, even if they don’t know a single other fact about space.

The funny thing about beginnings? They rarely feel like such big deals when they’re happening.

Start your brand's story from your Big Bang moment.

Start your brand’s story from your Big Bang moment.

Their significance only becomes clear later, when we look back on the story as a whole, and ask ourselves where it all began. That’s when these Big Bang moments matter.

Maybe you got tired of buying overpriced sandwiches — so you whipped up recipes of your own. Maybe you hired a designer to create your website, only to realize you could design it better yourself. Maybe you’d never thought of styling people’s hair, until your friends started begging you to.

Look back on your brand’s past, and zero in on the moment that divides “before” and “after.”

Now focus on every sensory detail of that moment — what you were wearing, what the weather was like, who you were with, what you were feeling, afraid of, looking forward to. Write all those elements down, with as much vivid detail as you can.

Now you have a basic sketch of your brand’s Big Bang moment. Whether you develop the story yourself or hire a content creator to flesh it out for you, you’ve got what you need to paint your brand’s beginning in vivid color.

Step 2: Tell your audience what your endgame is.

Nearly 70 percent of millennial consumers say they work to create meaning in the world, and strongly prefer working with brands that do the same.

If you founded your business with the goal of making money, or providing great service — that’s fine. Those are perfectly legitimate reasons to start a business.

But what’s the story behind those goals?

Tell your audience what your endgame is.

Tell your audience what your endgame is.

To capture your audience’s imagination, your brand needs to be fighting to change the world. And that change needs to be something that you, personally, want to achieve.

What’s different about the world you want to live in? How are you creating that world?

Don’t just say the first thing that pops into your head. Imagine a jaded protester rolling his eyes at everything you say: “Pshh. Nice try. You’re just another fat cat trying to make more money.”

How will you prove you mean what you say?

Maybe you want to make vacations affordable for your neighbors, or end computer illiteracy in your city, or convince schools to replace junk food with healthy snacks.

Frame your mission clearly and passionately, and your audience will recognize you as “the brand that does that thing.” They’ll tell their friends about your cause. When you score a small victory, they’ll be cheering right along with you — because they’ll know exactly what they’re cheering for.

Step 3: Give your brand a face.

Your customers aren’t the only people who do business with you. You also work with vendors, suppliers, and other partners — and they’re all characters in your brand’s story. The question is how you paint them.

Say your story’s Big Bang moment is the lunch meeting where you and your best friend decide to open your own restaurant. How did that conversation play out between those two characters? Was one of you the “big ideas” person, while the other advised caution? Did you argue? Tell any jokes? Express any fears?

Every brand needs a face — or better yet, a whole cast of faces. Who was there at the beginning?

Audiences connect much more strongly with characters than they do with faceless organizations.

Audiences connect much more strongly with characters than they do with faceless organizations.

Audiences connect much more strongly with characters than they do with faceless organizations. What would KFC be without Colonel Sanders — or Amazon without Alexa?

Look for the larger-than-life people who’ve made your brand what it is today — and make those characters your spokespeople. Make their personal stories the story of your brand.

Step 4: Cast your customer as the hero.

Who do you think should be the main character of your brand’s story?

If you answer, “my brand, of course!” then you’re missing the point.

The reason you’re weaving a story around your brand is to create a world your audience wants to step into, and participate in — a story that ends with a better world.

To lure your audience into your world, you’ve got to leave a cutout “hero” space shaped exactly like them.

Leave a cutout “hero” space shaped exactly like your audience.

Leave a cutout “hero” space shaped exactly like your audience.

Help your audience understand how their role in the story helps advance your brand’s mission for change—a mission they share.

When they buy TOMS instead of other shoe brands, they’re donating shoes to somebody who needs them. When they book an AirBnb instead of a chain hotel room, they’re supporting locals who believe in renter equality. When they buy online courses from Udacity instead of a traditional university, they’re funding affordable higher education for people around the world.

All these for-profit companies openly admit they want to make money. In fact, customers want to be the heroes who help those companies make money, because they know money’s advancing a story they believe in.

Step 5: Own your mistakes. Treat them as plot points.

When Domino’s Pizza brought in a new CEO in 2010, the company’s reputation and stock price were in the gutter. They were notorious for lousy pizza — and the new CEO owned up to it! He publicly acknowledged the pizza was bad, and launched a campaign to create a better product.

Eight years later, Domino’s stock price has skyrocketed from $12 to a whopping $211 per share. See? Now you wish you’d invested in Domino’s at the very moment they admitted their problem.

Instead of trying to sweep problems under the rug, treat them as plot points in your brand’s story.

Treat your mistakes as plot points in your brand’s story.

Treat your mistakes as plot points in your brand’s story.

Your audience will forget and forgive all kinds of mistakes if they believe in your brand’s long-term mission — and connect with your founders and collaborators as people who strive to give something worthwhile back.

When your audience gets your endgame, and sees your team as the flawed, hardworking people they are, they’ll surprise you with their willingness to step into the hero’s role, and stand by your side every step of the way.

Ready to take your brand’s story to the next level?

We’re here to help.


Schedule your free consultation now.