When you're looking for solid advice to start a successful start-up, it makes sense to turn to experts like Gary Vaynerchuk for advice.
Gary is a serial entrepreneur and the best-selling author of the New York Times. In the book Foundr V1.0, when asked to share his first tip for startups, Gary says to focus on storytelling. "The quality of narration always wins, it's not about pushing advertising, but creating value."
It's great, but you're an entrepreneur, not J.K. Rowling, so what should you do? Let us dive into the steps you need to follow to tell an incredible brand story right now!
For example, Harry's is an ecommerce store that sells affordable and well-designed men's grooming products. The founder of Harry's decided to start his startup one day when he was at the pharmacy, spending too much money to buy boring razor blades (I think we all went there).
Initially, Harry's founder might have thought: I will create grooming products of the highest quality or I will launch a line of aftershave products or I will create a new blade style technically better than all other blades.
No matter which of these angles would have been great, but there are a lot of problems to be solved for a startup, especially for a launch on a market with leaders like Gillette who have a lot of marketing to spend on doing squash the little guys.
Instead of thinking that I needed my mark to solve ALL the problems, the founder started with a goal that met a very specific need for many consumers: the high price of razor blades. He then created a high quality blade that costs only $ 2.
When developing Harry's marketing messaging, he could have started by saying "New high quality grooming products for men!" that could get lost in the sea of a million other "new high quality products".
Instead, Harry was able to run saying "less than $ 2 per blade."
Do you see how specific this message is? This specificity is powerful because it meets a very specific need of someone in the target audience of Harry.
The more precise you are in your communications, the better you will be!
2. Become an expert communicator