How to explain what you do in 10 sticky, memorable words Charli Hunt PROOF CONTENT linkedin.com/charli-hunt Speakerdeck.com/charlihunt

POSITIONING Uncovering the essence of your brand linkedin.com/charli-hunt #BrightonSEO

KEY MESSAGING Articulating the essence of your brand linkedin.com/charli-hunt #BrightonSEO

Positioning & Key Messaging are Best Friends POSITIONING KEY MESSAGING Know who you are, what you do, why you do it and who you do it for Creating the strategic narrative to get that across Clarity Memorability Direction Repeatability CONSISTENCY linkedin.com/charli-hunt #BrightonSEO

Weʼzee Ltd provides a unique way to save time and money with a suite of carefully designed blended services for SMEs and busy executives worldwide who need to show measurable results in the short and long term across a range of KPIs. But if they fall out with each other: You get this ⬆ linkedin.com/charli-hunt #BrightonSEO

Or worse: You join the other 21m consultancies providing unique something or others linkedin.com/charli-hunt #BrightonSEO

As an (abstract) aside… Passionate Professional | Driven to Deliver Results | Building Connections & Opportunities A perfectly average LinkedIn user and tagline, courtesy of AI. linkedin.com/charli-hunt #BrightonSEO

Web Designer might not be as sexy and cool as Dark Lord Architect Of The Information Age, but it does provide the essential concrete foundation on which to build the pretty stuff. linkedin.com/charli-hunt #BrightonSEO

Concrete v Abstract Fluffy Baloney ● Everyone likes to write abstract because it’s easy and everyone else does it (including AI) ● But *: ○ It’s more likely to be believed if it’s concrete ○ It’s more likely to be remembered if it’s concrete ○ It’s more likely to be understood if it’s concrete * Truth From Language and Truth From Fit: The Impact of Linguistic Concreteness and Level of Construal on Subjective Truth - Hansen & Wänke, Personality & Social Psychology Oct 2010 linkedin.com/charli-hunt #BrightonSEO

Voila: Bazinga! The energy drink for fresh brains and focus! You’ll remember: It’s a drink It’s an energy drink Something about brains linkedin.com/charli-hunt #BrightonSEO

CONCRETE BRAND FOUNDATIONS WAYS TO DEMONSTRATE THEM PRETTY WORDS linkedin.com/charli-hunt #BrightonSEO

● 12 years old ● In-house journalists, writers, and business people ● 4 office dogs ● An AI called Pudding linkedin.com/charli-hunt #BrightonSEO

PRISM™ Positioning | Reference | Interpretation | Story | Messaging linkedin.com/charli-hunt #BrightonSEO

The BROLLY STATEMENT This is hard. Gives you a measure of where you stand in your Positioning and what might need work. linkedin.com/charli-hunt #BrightonSEO

WHAT, HOW & WHY What - tricky if youʼve created a new category. How - useful for brands in a competitive or commoditised space e.g. agencies explain their process. Why - Harder for larger organisations vs. Founder-led. linkedin.com/charli-hunt #BrightonSEO

Voila: linkedin.com/charli-hunt #BrightonSEO

Lime - Nourish your network. It’s your network A slow, positive way to grow your network No quick fix, AI or automation AND alliteration makes it sticky! linkedin.com/charli-hunt #BrightonSEO

proofcontent.com/sprinkles linkedin.com/charli-hunt #BrightonSEO

Toodlepip! Charli Hunt linkedin.com/charli-hunt #BrightonSEO