How to be relevant? Chunk your brand’s message

Michaela Fiasová
Mar 13 · 6 min read

A biased knowledge

These scenarios can be explained by a cognitive bias called the “curse of knowledge.” This is when you assume that other people know the same things that you do. It also causes you to believe that people understand you a lot better than they really do.

The business of ideas

An idea is just as marketable as any product or service and, if executed properly, can be just as valuable. It’s important to remember that selling an idea is never about you, it’s the people you’re selling it to. As Carmine Gallo, the author of Speak like Ted puts it; You can have a great idea, but if you cannot persuade others then it doesn’t matter. No one will hear you.

Being relevant

Strategies that I use to sell ideas or refine a brand’s messaging are often client–specific; however, these are the two I use most often:

  1. Chunking

Chunking method for your brand’s message

Within the communication strategy, chunking helps you create a shorter version of your brand's message. You strategically simplify your content based on the context, goals and your audience. Basically, it enables you to determine how much to say and when to say it.

1. Determine the hierarchy of your content

How your content will be organized into a logical and progressive order. Start with large chunks of conceptually related content.

  • BRAND = 1. We, 2. Value Proposition, 3. Solutions, 4. Unique Selling Points, 5. Reasons to trust us, …

2. List your content

  • Now you’ll begin to divide the content into a smaller related pieces and match it with your sections.
  • BRAND = 1. We (Our Story, Team, Advisors, History,…), 2. Value Proposition (Mission and Vision), 3. Solutions (What we offer, Our product), 4. Unique Selling Points (USP — What makes us unique, Benefits, Specs.), 5. Reasons to trust us (Credentials, Recognition, Expertise), …

3. Applying your chunks

  • Organize and evaluate the content so that each section of your landing page will consist only of chunks of relevant information.
  • Now, you’ll begin to fill in your landing page with content. Within our circumstances, a chunk will refer to a short paragraph of text.
  • Think about the context and the goals of your landing page: As a crypto startup, you should definitely include a “team” and “advisors” section, as these build trust. However, there’s no need to include the entire history of your team.
  • The same goes for the rest of your content — choose top-of-the-list information about your solutions, benefits and about your value proposition.

4. Ask: What does my audience need to hear?

  • Landing pages are generally one-pagers, so your content area is relatively limited. The best objective to definitively determine what should be included on this page is by asking “What does my audience need to hear”?
  • Tell them not only what your product does, but how it can solve their problems. This gives it more value. And remember to get rid of any extraneous content.

Final Notes

To be relevant and to really connect with your audience, you should focus your content on their needs and on solving their challenges. By focusing on your own features, products, and services, you simply won’t make that same connection.

This story is published in The Startup, Medium’s largest entrepreneurship publication followed by +434,678 people.

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Thanks to Michal Toporcer.

Michaela Fiasová

Written by

Designer with Entrepreneurial spirit ~ Writing for future creators to inspire, raise questions, ignite change and share ideas ~

The Startup

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