Post by Founder OS

8 Branding principles we know at 36, we wish we had known at 21:   1. Reactive Marketing   React to stories and news developments.   Show customers that you're on the side of the people.   Example:   • A guy on Tinder insults a woman's ASOS dress • ASOS makes her the new model • Story goes viral with 80+ media placements   2. Frictionless Communication   Customers have limited attention spans.   A lack of understanding leads to an instant loss of interest.   Make your copy and visual components clear and concise.   3. Be Real to Be Relatable   Connect with customers authentically and personally.   Be relatable by using:   • Real words • Real stories • Real people   4. Signpost Your Customers   Don't assume that your customers know what to do next.   Handhold them with your language along the way:   • Encourage active engagement • Direct your customers to take the next step • Make it clear what you want them to do   5. Be Antifragile   Own the story or the story will own you.   To take ownership:   • Don't be too serious • Embrace flaws/bad publicity   6. Focus on the Headline   Your headline will make or break your marketing.   If you write a bad headline, your readers won't bother reading the rest of the copy.   To nail the headline:   • Spark curiosity • Grab attention • Show a benefit   7. Write for One Reader   You're not talking to 1,000 people.   You're addressing the single person reading your page.   • Talk to the reader personally using "you" • Use language to place them in the moment • Make it clear you understand who they are + what they deal with   8. Sell Benefits, Not Features   Take your customers on a hero's journey.   Make them feel pain, then feel relaxation.   • Painkillers sell better than vitamins • Pain is the strongest motivator • People only value solutions if they value your problem   __   Enjoy this? ♻️ Repost it to your network and follow Founder OS for more.