Tag Archives: Marketing Resources

Let Your Freak Flag Fly: How to Generate a Magnetic Brand Experience

Editor’s Note: I’m thrilled to bring you the wisdom of Christa Chambers-Price as a new contributor to Beyond Startup. She helps companies gain traction by truly distinguishing themselves, expertly guiding them through a process she created: the Business Storyboard Generator Canvas. Christa has a keen sense of what’s unique about a business and has a talent for encouraging the kind of bravery that unlocks new opportunities. Plus, she’s got a great sense of humor. Enjoy!

heres-to-the-crazy-onesShhh… Hey, gather around…

I recently learned that Catherine Juon was a marathon runner. Maybe I’m late to the party but WHAT?! A MARATHON RUNNER! I had three reactions to this interesting piece of news that she just casually threw out in an email.

One: I now understand why she has that freaky, Jedi calm demeanor that masks a fierce competitor.

Two: I honestly did not feel a hint of jealously because I recently celebrated running for one minute on the treadmill at Planet Fitness. (I immediately treated myself to the fabulous whole body massage vibrating machine for 12 minutes. YEAH!)

Three: I went to her website immediately but didn’t “see” this fabulousness there either anecdotally or directly. I have to admit, I felt let down. The natural correlation of her marathon training to the patience and discipline required to manage a 12-24 month SEO or digital marketing campaign is striking.

[Pause for a confession] I have mad respect for Catherine Juon and I think that the brilliant color of her red hair is directly responsible for the leaf changes in Michigan. Just look up next time you’re outside and say, ‘There goes that Catherine again, showing off.’ So, everything I’m sharing is done with the utmost respect and admiration. I want the world to know not just what she can do, but why she’s the one to do it.

That’s the stuff behind her brand that can draw people in and keep them there. That’s the…wait for it…the story of Catherine Juon. But, she must tell that story.

Catherine is just one of literally thousands of examples where we as entrepreneurs literally lead with the product or service we’re offering. When we lead with product, we voluntarily jump into an extremely crowded, noisy box of “That’s similar to …”, “I can do that..”, or worse “What did you say something?” Sally Hogshead, author of “How the World Sees You”, describes these three beasts of burden as:

  • Distraction
  • Competition
  • Commoditization

Sally writes: “Distraction is a jealous mistress… it lures people away from you and your message. Competition can lead you down the wrong path, leaving you stuck playing someone else’s game. Finally, if distraction is the jealous mistress, commoditization is the silent assassin, permeating your relationships with complacency transforming you into a generic replica.”

So, how do you win and overcome these beasts of burden? It’s simple. Build a powerful narrative that leverages your secret sauce: You.

Build a powerful narrative that leverages your secret sauce: You.

Your journey which include all of the victories and defeats, tears, fears and regrets are relatable and key to building an authentic experience. It’s life. Robert McKee from the Harvard Business Review writes, “Self-knowledge is the root of all great storytelling. The more you understand your own humanity, the more you can appreciate the humanity of others in all their good-versus-evil struggles… Great storytellers are skeptics who understand their own masks as well as the masks of life, and this understanding makes them humble. They see the humanity in others and deal with them in a compassionate, yet realistic way. That duality makes for a wonderful leader.”

Finding your story (the right one) is not easy to do, especially, when the first thing that comes to mind is, “I have so many stories, examples, etc. Where do I start?” Start with one that conveys the clearest and most relevant experience that explains what drives you to do what you do and the way that you do it.  Keep building your narrative from there. Next time, we’ll explore how to take that narrative and connect it with what inspires your top three fans.

In the meantime, do two things for me: 1) Own Your Advantage: YOU and 2) let your freak flag fly, love! Trust me. The world will be a better place if you do. Stay fabulous. 

The Business Story Generator

Q&A: Your favorite marketing resources?

questions and answers - Q&AGot a question about online marketing or second stage companies? Send it in, and you may see your answer posted here!

Q: What are your top 5 books on social media? One on analytics and measurement would be great! Also, are there any marketing newsletters/blogs you regularly read? I’d like to find new sources of education/inspiration.

A: Some of my favorite books on online marketing include:

  • The Science of Marketing (data on what social media techniques are most effective, & when)
  • The B2B Social Media Book (yes, social media works for B2B)
  • Trust Agents (for any online marketing to work, trust is the foundation)
  • Web Analytics 2.0 (for a primer in analytics)
  • Persuading Scientists (if you’re marketing to engineers / other technical professionals)

These and more can be found in the Beyond Startup Bookstore.

Some great online marketing blog resources include:

  • Search Engine Land
  • Marketing Land
  • Moz

Based on your interest in analytics and measurement you may also want to check out the following blogs:

  • On Analytics: Occam’s Razor by Avinash Kaushik
  • The Google Analytics Blog

Good luck!