My “secret” strategy for rendering competition useless

{NAME}, A while back, I was helping an [EMPIRE]( client plan a marketing campaign to make sure she stands out in a crowded industry. While this client -- let’s call her P -- is a career coach, one of the strategies we discussed applies no matter what your business is. Maybe you’ve heard about the importance of storytelling in your business. Well, guess what? There’s actually a wrong way, a right way, and a best way to do it. The best way? Superpower Stories. These aren’t your run-of-the-mill brand stories. They’re mini marketing campaigns with specific goals that have your audience obsessing about you like a schoolgirl with her first crush ;) Here are 3 of my favorite Superpower Story types: 1. Your superpower reveal Think of this like the moment Superman rips open his shirt to show the “S” logo underneath. It shows (not tells) your audience why and how you are the “superhero” they’ve been waiting for. For example, with P, we identified a specific moment that was the culmination of her own career. We painted the picture of her leading and closing a multi-million dollar deal for a Fortune 100 client, especially as a minority woman who’d started with nothing. This shows your ideal clients how good you are at what you do and leaves an unforgettable impression in their minds (that is infinitely more powerful than you simply telling them how good you are). 2. Your “radioactive spider” This is your version of Peter Parker being bitten by a radioactive spider in order to become Spiderman. In other words, how did you earn your stripes? For P, we talked about the moment a senior executive decided to take her under his wing. Through his mentorship, she realized that she had been focusing on all the wrong things to get ahead in her career (and what to do instead). As a side note, we also used this story to teach the importance of having the right guidance, which for P’s clients, often means hiring her. 3. Your “human” moments While the first two types of stories are needed to illustrate your expertise and credibility, this third type is equally important because it prevents your audience from thinking about you as “special” or “lucky”... (in a I can’t hire her because she doesn’t understand what I’m going through sort of way). These are moments to illustrate the blood, sweat, and tears you’ve put in, or anecdotes that emphasize specific core values or characteristics that your audience shares. For example, with P, one of the moments we identified was when she had to go into work but couldn’t find someone to take care of her very young daughter. Her male coworkers and manager asked, “Can’t you just put her next to your desk?” Maybe you too are feeling the horror, disbelief, and “she gets it” sensation her audience experiences after reading this story. These are just three examples and only one part of the marketing plan we mapped out for her (equally important is how you use these stories in your marketing strategy). As you can imagine though, even just applying this piece to your business has the potential to make a huge difference. No matter how crowded your industry is, YOU will be the one your audience remembers and connects with. And of course, buys from. And honestly, with email engagement rates dipping and your clients’ social media news feeds becoming ever cluttered with your competitors’ ads... This is something you can’t afford to not do if you don’t want to get lost in the crowd. If you want help crafting your own powerful marketing campaign (including your Superpower Stories and the best way to use them)... So that you stand out and attract your ideal clients... And so you’re not spending all your time hustling and posting on social media with no results... [Let’s see if EMPIRE is a fit to help you too.]( To your superhero stories, Luisa [Facebook]( [YouTube]( [Instagram]( [Unsubscribe]( Zhou Ventures, Inc. P.O. Box 2545 New York, New York 10163-2545 United States