Confused about how to make your marketing unique and memorable?
Find the words that capture your signature process and the transformation you deliver to your clients, and use that to build trust & connection
Most of my corporate career was spent masking and hiding away core parts of myself to fit into the mold.
Even larger organizations do this when creating content or promoting their services to appeal to everyone or prevent criticism. But blending in creates murky messaging that confuses potential leads and customers.
Through several years of studying marketing, psychology, and story structure, I developed my Narrative Growth Design signature framework to create marketing that makes people feel seen, not sold to (without endless burnout).
Narrative Growth Design is about owning what makes your organization distinctive. It’s choosing to use the deeper parts of our story to stand out and build connection and trust. Your story includes your values, journey, identities, core purpose, and expertise.
Through these aspects, we find the overarching narrative threads that evoke emotion and use those to focus our messaging, positioning, sales strategy, community engagement, and nurture content.
Narrative Growth Systems for Marketing & Sales Processes
Most marketers niche into one platform, format, or strategy, and while I see the benefit of this, it leads to creating siloes and difficulty in seeing the big picture with how our messaging, content, sales, and strategic planning all work together.
Everything is interconnected, and all of these separate systems in our own business are the same.
After working on clients’ marketing and my own for the better part of a decade, my neurodivergent brain noticed these patterns and obstacles that kept coming up.
This framework consists of four narrative growth systems:
➤ Uncover Your Unique Value - Clarify your core message into evocative positioning using your story & expertise
➤ Build a Content Ecosystem - Showcase your approach, methodology, and vibes with diverse touchpoints
➤ SPARK Repeatable Sales - Spark intent into action without pressuring folks by giving folks a taste of your teaching style
➤ Capacity-Building Content Processes - Emphasize sustainability by slowly building systems & content as you’re able
Your story & expertise can’t be replicated by AI.
Through the Narrative Growth Design process, you can stand out and build trust with your audience by understanding their challenges better than any big box store could ever hope to.
Find the Right Words to Highlight Your Unique Differentiators
Brand story has been a buzzword for a long time, but it wasn’t clear how to arrive at what parts of your story are relevant and how to distill that message into a concise, evocative statement.
Your brand narrative is important, but you need to filter your story through the lens of what our audience and ideal clients find relevant.
There’s so much that we could say to describe the work we do that it’s hard to know what’s important and what can be left out.
Find the common themes that keep coming up and explain how it affects your ideal clients’ dream outcomes.
Give your ideal clients the flexibility & autonomy to personalize their journey
Our ideal clients’ journeys are not linear, and we can’t expect them all to make decisions in the same way.
Content ecosystems are also a way for us to focus on content with depth & shared values instead of frequency.
This creates a body of work that showcases your unique differentiators, your approach & methodology, and vibes.
Instead of pursuing shiny objects or the latest marketing trends, you have a clear roadmap for the touchpoints you want to create that attract new folks and lead to sales.
Messaging forms the roots of our content, which takes the heavy lifting off of you. As you define our framework, you can use that to work backwards from sales to discovery & nurture touchpoints.
Spark sales and translate customer intent into action
We’ve all taken the time to research our options for service providers, buying a car, or investing in a new computer. As a service provider, your framework, process, and the unique value you provide will help someone make a decision.
When developing your messaging and/or marketing strategy, being intentional about sales and working backward allows you to refine and test immediately while growing your revenue consistently.
Sales can feel intimidating or that we’re bothering people, which is why I developed this system to intentionally serve people who are actively searching for what you offer and follow up without feeling sleazy or annoying.
Take the guesswork out of what to work on to nurture folks, even when you don’t have capacity
Most marketing advises you to post on multiple platforms and use frequency to drive awareness. This doesn’t work for chronically ill, disabled, or neurodivergent biz owners. We should operate in seasons and cycles.
After too many burnout cycles to count, I am done with overcommitting myself and creating plans that only fuel a sense of shame and inadequacy.
You deserve better. Capacity comes first and is what keeps you sustainable and builds long-term growth.
What’s the goal? Why use this framework?
Most founders did not go to marketing school. Some things are intuitive, but marketers and copywriters will tell you that messaging and discovering your value proposition make every other aspect more effective.
In a landscape dominated by AI and an onslaught of bland and generic content, your story is what will set you apart from the crowd.
Michelle Warner has an incredible podcast called “Sequence Over Strategy,” which illustrates the premise that when and in what order you do things is just as important, and more so, than your strategy. I’ve witnessed this to be true across industries.
“Gurus” will not tell you that much of their success is due to timing, and repeating their tactics in a different digital landscape often doesn’t return the same results.
After witnessing patterns with clients and synthesizing what I’ve discovered, I wanted to break down the systems, processes, and templates that take away the mystery of marketing.
