2. Focus on Your Unique Value
Known as the value proposition, your content should try to answer this key question: What makes the product or service uniquely valuable for your audience? This goes beyond explaining the value. It’s describing what makes it special. Why is this better or different than the competition?
One example is a company that found success by selling polarized sunglasses that include protection in case you lose or break a pair. Most polarized sunglasses are a bit pricey, and many don’t have lost or broken protection. So informing consumers about the difference was a crucial part of the brand’s storytelling.
Another example is communicating with your audience based on common personality traits. One marketing expert, for example, posted an attention-grabbing “dear perfectionists” note on her LinkedIn page, knowing that would resonate with part of her audience. Sure enough, the post received thousands of views and more than 100 comments.