New Approaches in Web3 Marketing: Crafting Unique Narratives

In the Web3 space, the core of marketing strategy lies in how to build an engaging narrative. Many projects often lack systematic thinking when formulating marketing plans, failing to create a clear framework. This article will explore how to become an excellent "narrative scientist" and craft unique and powerful brand stories for Web3 projects.

Strategic Level: Become the "First" or "Only" in the Industry

To build a successful Web3 project, the key is to establish a clear strategic positioning. This requires following these steps:

1. Analyze the market environment, identify the target customer group and their needs.
2. Identify the weaknesses of competitors and establish your own advantages.
3. Seek credible endorsements to enhance project credibility.
4. Integrate positioning into all aspects of project operations, especially communication strategies.

Taking a well-known exchange as an example, they have locked in on the "trader" niche market, creating a brand image of "traders serving traders." They build trust through signing ambassadors and sponsoring sports events, and integrate the concept of "providing the best trading experience for customers" into every aspect of their operations.

Differentiation: Highlighting Project Features Across Seven Dimensions

After establishing the basic strategy, the project also needs to seek differentiation in the following seven dimensions:

1. Performance: Address the functional limitations of existing products.
2. Customization: Meeting users' personalized needs
3. Reduce risks: Provide users with more protection
4. Identity Recognition: Shaping a Positive Image
5. Convenience: Simplified operation process
6. Price Advantage: Offering relatively affordable options
7. Innovation: Bringing a brand new experience to users

Narrative Construction: Four Levels of Gradual Deepening

An excellent narrative should include the following four levels:

1. Product Attributes: Highlight the functions and features of the product
2. User Benefits: Clarify how the product creates value for users.
3. Psychological Value: Uncovering the Deep-Seated Needs Met by the Product
4. Values: Convey the core concepts and pursuits of the project.

For example, a certain Layer 2 project uses the slogan "Bringing Ethereum to Everyone", which conveys the inclusiveness of the product while also reflecting the pursuit of blockchain democratization.

Elevate Narrative to Movement

To make storytelling truly effective, the key is to transform it into a "movement." This requires:

1. Find a common goal or enemy to unite the community's strength.
2. Identify the unreasonable aspects in the current situation and suggest directions for change.
3. Build new behavioral patterns and cultural identity

The success of certain Memecoin projects lies in their ability to position themselves as alternative choices against the mainstream, thereby creating a unique cultural identity within the community.

Conclusion

In Web3 marketing, storytelling is not just about telling stories; it is also a way to change market mindsets and values. Excellent narrative scientists can help projects establish a "first" or "unique" position in the industry, which not only requires pinpointing differentiation but also elevating this difference to a higher level of values and culture. Through carefully designed narrative strategies, Web3 projects can stand out in a fiercely competitive market and win the minds and recognition of users.