Week One: Story Story Story Story Story!
Story is all that matters. Without a great story, no one is sticking around to listen to your messaging or positioning. We help you discover your one-word truth and create your four-word story. Also– how to use stories to persuade people and change user behavior. We walk you through the process of articulating your company’s story without getting caught up in the minutiae.
Week Two: Positioning and Messaging
Have you ever wondered why PR agencies get paid the big bucks? Here’s the inside scoop on why. Define your deal breaker and make your messaging stick–in one sentence (or less). Our step by step guide to positioning your brand for success and crafting a message that cuts through the noise.
Week Three: Media Training
Lights. Camera. YOU. The basics of media training–and how and when to break the rules. Major interview mistakes to avoid, and how to regain control of an interview that is spiraling. Why it all comes down to practice, and how those who appear most natural at media appearances almost never are!
Week Four: Anatomy of a Launch
A crash course on the different types of launches, and which one is right for you. Lessons we learned from our launch and the insider tricks we’ve gained from years of experience. What to do when your launch bombs (and not in a good way). Finally, creating a personalized guide to planning and executing your company launch.
Week Five: Creating Your Own Content
Everything you need to know about creating your own marketing content without sounding like a narcissist. The most efficient methods for researching your client base and why communication is so much more than spamming an inbox. When to create your own content to amplify the press coverage you get at launch. Also– our 20x rule and how it will completely revamp your marketing strategy.
Week Six: Inclusive Branding
“There is no shortcut, no blueprint, and no detour.” Why you can't afford not to be inclusive. Our guide to inclusive storytelling and marketing. A detailed look at which companies are doing it right, how to learn from them, and which companies are just embarrassing themselves–and how to avoid these common pitfalls. Steps to making your brand and language more inclusive today.
Week Seven: Taking a Stand
How and when to be vocal about what your company stands for–and which companies have done this and remained relatively unscathed. Finding your balance when it comes to bold risky moves vs. sticking to the safe path. When to make executive decisions and when to work for a consensus. Finally, digging into the rise of the activist tech employer, and how to go to bat for your employees.
Week Eight: Crisis Communication
What to do when sh!t hits the fan. How a crisis is actually an opportunity to change how your company operates–and how to capitalize with class. Our top tricks to avoiding the CEO god complex. How to live your one-word truth. And finally, our advice for making tough decisions–we think it will surprise you.