Rules for Telling Your Story

What are your three uniques?

Summary
Transcript

Benj Miller, founder and creative director at Syrup Marketing, explains how he helps leaders and brands discover their narrative.

“There are definitely some general rules to how to tell your story to the world,” shares Benj. “We encourage people to start with some bit of empathy… and then we help [them] understand their three uniques. The three uniques individually may not be perfectly unique, other people may be able to say or do or deliver one of those three things but, together, nobody's packaged these three things.”

Watch the video to learn more from Benj about how to discover and share your story with the world.

There are definitely some general rules to how to tell your story to the world. We encourage people to start with some bit of empathy, to say, you are my audience and I understand what you are going through. What your world's like and then you can set up your why statement, you know, why you exist and then your core purpose. Hey, we understand what you're feeling, our core purpose is to come alongside you and help resolve that singular pain point that you might be having as an organization.

And then we help companies understand their three uniques. The three uniques individually may not be perfectly unique, other people may be able to say or do or deliver one of those three things but together, nobody's packaged these three things. And these three things, each valuable, are truly unique to the market. It's another way of breaking down that value proposition. Say, “Hey, if I can take care of that thing you're feeling in your business with what I'm doing and deliver it in this way, we're gonna be good partners for a long time.”

An example of a company's three uniques as we call them. When we launched the wine shop town in downtown Alpharetta, the world does not need another package store but the founder, his ethos for that environment was really focusing on family-owned and family-produced wines. They don't get a lot of play in the market place, 'cause they don't have giant marketing dollars behind them but they are sometimes even higher quality, if not at least equal. So we're gonna have a curated selection, so what style are you kind of thinking, looking in? What price point, boom! We're gonna have a couple of choices for you to try. And then lastly, there's the experience. So the staff that we have, are almost like personal concierge to your wine exploration. So those three things bundled together, we truly believe no one else in the world is offering that.

When we figure out who we're passionate to serve, we build out a profile like everyone does, you know, where do they work? What are their titles? But then to go deeper and to try and understand the psychology of that buyer. What is it that they are really trying to do? Are they really trying to fix this need? Are they really trying to get a win in a column for their boss to see? What are the stresses they have in life? Where do they hang out outside of work? That we can either go find them there or that we can use that as a leverage conversation point to build the relationship. So getting into the buyer's mind, and not just the obvious surroundings that they live in.
Data 2fimages 2f75fzs5ktsknj1ok8r3iz img 4493

Benj Miller

Benj Miller is a proven entrepreneur who values character, culture and innovation. He founded his first company 15 years ago as the strategist and visionary behind Syrup Marketing, where he has launched hundreds of brands for clients⁠...

Take Action

Complete the following Action Items to put the insights in this video into practice,
and share them with your team to continue your leadership growth.

Perfect your new leadership skills every day with these exclusive Leadercast exercises, available to Subscribers! Click here to become a Subscriber.

Liquid error: No such template 'platform/programs/search-modal'