Confused about where to start with making your marketing unique and memorable?
Form consistent & impactful messaging that works with human brains without hijacking decision-making
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 Brand Story Alchemy signature framework to form consistent & impactful messaging that works with human brains without hijacking decision-making.
Brand Story Alchemy 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, and content.
Narrative Growth Pillars for Marketing Strategy & Sales Process
Think of it as the ingredients: the first two pillars are your strategy, and the bottom half moves into implementation. The left two quadrants are sales-focused, and the right side is your marketing. All work together to create a foundation that builds upon itself for more meaningful results.
This framework consists of four narrative growth pillars:
➤ Unique Differentiators - provoke curiosity with your pitch by finding the unique and relevant message for clients
➤ Customer Journey - deeply understand the psychology of customers to map out touchpoints and identify catalyst moments
➤ Story-Driven Sales Campaigns - attract people at the right time with attention-grabbing content and relationship building
➤ Streamline Your Content Process - speed up content creation and find hidden gems in your existing content
Your story & expertise can’t be replicated by AI.
Through the Brand Story Alchemy 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
Your brand narrative is important, but you need to filter your story through what our audience and ideal clients find engaging and relevant. This is why I use a Venn diagram to illustrate this– it’s not enough to tell your story, but find a way to express your unique voice in a way that makes your ideal clients feel seen and understood.
Are you marketing to your people at the right time? Tailor your content to where they’re at
Understanding the psychology of your clients and what’s going on in their lives is how you tailor your marketing and sales materials to be at the right time for them to make a change.
There are two ways to look at this: internally and externally. Externally, I use a simple customer journey: awareness, engagement, and conversion. But more importantly, I use the science behind behavior change to illustrate internal shifting of beliefs and behaviors with a client transformation arc.
This 7-part arc represents how our human brains approach change– with a lot of resistance. We deal with surface level symptoms until we reach a crisis. But from that, we’re ready to adopt a new way of doing things via catalyst moments. Tapping into the point where they are at a catalyst means showing them that a new way is possible, even if what they’ve tried before hasn’t worked.
Spark sales and translate customer intent into action
The third and fourth growth pillars focus on implementation, and even though I’m a marketer, it’s necessary to start with sales. When you work backward, your marketing will naturally lead to your paid offers. To avoid being overly pushy, focus on finding people who are already searching for a solution, build relationships, and follow up consistently.
Deepen connection and save time by streamlining your content marketing process
Now that you have these systems for consistent sales, you can focus on optimizing your marketing by creating a system that saves time during the content creation process by dissolving bottlenecks, aligning marketing and sales teams, and creating an evergreen library of stories and content that leads to consistent inbound inquiries.
Marketing can feel like an impenetrable black box, but one that’s always changing and evolving. For founders and teams, this means that you could chase down rabbit holes without seeing progress or momentum toward your business growth goals.
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.