Core Challenges of Web3 Marketing: Creating Impactful Project Narratives

In today's highly competitive Web3 space, how to construct a compelling and persuasive project narrative is a significant challenge faced by many marketing executives. This article will explore the importance of narrative science and how to become an excellent narrative builder.

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

To stand out in the Web3 field, the key is to become the "first" or "only" in a specific area. This requires following these steps:

1. Analyze the market environment, identify major competitors and their value propositions.

2. Identify the weaknesses of competitors and establish your unique market positioning.

3. Seek credible endorsements for project positioning to establish user trust.

4. Integrate the concept of positioning throughout all aspects of business operations, especially in market communication.

Taking a well-known trading platform as an example, they choose to target professional traders and provide the best trading experience. They build credibility by sponsoring sports venues and signing multiple projects, integrating the concept of "born for traders" into their corporate culture and daily operations.

Differentiation Strategy: Seven Key Dimensions

After establishing a strategic position, the project needs to differentiate itself in the following seven dimensions:

1. Performance: Address the functional limitations of existing products.
2. Customization: Meeting the unique needs of specific user groups
3. Reduce risks: Provide users with more protection
4. Identity Status: Helping users shape their ideal image
5. Convenience: Simplifying the operation process
6. Relatively low price: provides cost-performance advantages
7. Novelty: Bringing users a completely new experience

Narrative Levels: Four-Level Progressive Model

An effective project narrative should include the following four levels:

1. Product Attributes: Specific functions and features
2. User Benefits: The actual benefits that the product brings to users
3. Psychological value: The emotional needs that can be satisfied by using the product.
4. Values: A higher-level pursuit that resonates with users' life philosophies.

Taking a certain Layer 2 project as an example, they not only emphasize technological advantages but also convey the concept of "making Ethereum accessible to everyone," resonating with users.

Transforming Narrative into Community Movement

To elevate the project narrative into a community movement, the following strategies can be considered:

1. Identify the unreasonable aspects in the current situation as a starting point for community cohesion.
2. Transform these unreasonable aspects into new behavioral patterns and narratives.
3. Find common goals or "enemies" to stimulate community engagement.

For example, a certain meme coin community formed a unique cultural identity by mocking Bitcoin, successfully gathering a large number of supporters.

Conclusion

In Web3 marketing, the ultimate goal of narrative science is to make a project the "first" or "only" in the industry. This not only requires identifying a differentiated positioning but also elevating it to the level of values and culture. Through carefully designed narrative strategies, projects can win a unique position in a competitive market and establish a loyal community base.