Superman lay writhing on the valley floor, the energy being drained from his body with every passing minute.
Above Superman, towered the evil face of Lex Luthor.
In Lex's hand, was a rock-a green rock that wasn't from our planet.
The rock would enable Lex to get rid of his arch-nemesis, Superman, once and for all.
Do you know the name of that rock?
How come? I didn't tell you anything about Kryptonite.
Yet, in a matter of seconds, you were able to recall every tiny detail of the Superman saga.
You recalled how Superman came from another planet.
Without realising it, you've run bang, smack into a Signature Story
What's even more amazing, is that no one had to tell you the story twice. The first time you heard the story, you could quite easily remember it, and then relate the story to someone else.
And the more you ran into the Kryptonite legend, the more the story became an essential part of the brand called Superman.
Or in other words, a signature story.
So how do you build a signature story?
Let's go through the paces of building a signature story, shall we?
As an example, I've taken the concept of the Brain Audit to show you exactly how we built a signature story around the book -- which has now become a system, and formed the basis for the business here at Psychotactics.
Tah, dah, presenting the Brain Audit signature story...
Step 1: What's the problem?
Step 2: What's the object that links to that problem?
Or in other words, even one reason missing from your sales pitch or presentation, will cause your customers to hesitate, want to think about it, and eventually even cause you to lose the sale.
Step 3: How do you create a signature story that can be used across mediums?
In the Brain Audit book, the entire story is built around the conveyor belt, and as you read the book, you literally go through the system of 'taking off' the reasons (like red bags). When I teach a copywriting or article-writing course, I use the same conveyor belt system to explain the reasons why customers don't buy.
Even when on radio or TV shows, the signature story is the first thing that pops up, when an interviewer asks what 'Psychotactics' is all about.
In effect, by taking the signature story across mediums, you're able to create a very effective and memorable branding message.
But there's one thing you've got to watch out for when building a signature story.
The big mistake you're likely to make
It needs to be like your signature.
It needs to be your own.
The Superman story is unique. So is the Brain Audit story.
So once you decide the problem, the object and the way you're going to present your signature story, make sure you dip into your own brain to find a sequence of events that is unique and personal--as far as possible.
Not having a unique signature story is like being exposed to Kryptonite
It weakens your core marketing message, and leaves your branding inconsistent and lifeless.
Get yourself a signature story today.
And put the 'super' back into your branding.
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