Brand journalism demonstrates your value proposition through the eyes of your clients, donors, and supporters.
“…Neil Rackham writes that a value proposition must include: capability, impact, proof and cost.”
People aren’t rational. No matter how much we try to be, we are emotional beings at our core. That’s why we love stories.
By telling your brand or cause story through the language and perspective of your donors, clients, and supporters, you will demonstrate the very things Neil Rackham points out:
- Capability—Can you get the job done?
- Impact—What difference can you make in my work?
- Proof—In what measurable ways can you advance my business? Can you help me do something I can’t do myself?
- Cost—Is the cost in line with the potential outcomes and impact?
Stop trying to convince people you are the best option. Show them through the stories your clients, donors, and supports tell about your brand, cause, or business.
How are you using brand journalism to “show” prospects what you have to offer?
Latest posts by Ben Stroup (see all)
- Google Authorship is the latest evolution of SEO - December 9, 2013
- The history of content marketing begins before you might think - December 5, 2013
- Books help businesses, brands, and causes increase revenue - December 2, 2013