The Narrative Science of Web3 Marketing

In today's Web3 space, many marketing executives often lack systematic thinking when formulating project narratives. This article will explore how to apply narrative science to become an excellent narrative planner.

Strategic Level: Build a Unique Platform

To create a successful platform, you need to follow these four steps:

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

2. Avoid the advantages of competitors, find their weaknesses, and establish your own unique positioning.

3. To find credible endorsements for positioning and enhance credibility.

4. Integrate the positioning concept into all aspects of business operations, especially by investing sufficient resources in communication.

Taking a well-known trading platform as an example, their strategic positioning is "built by traders for traders." They clearly define their target customer group and promise to provide the best trading experience. By sponsoring sports venues, signing important projects, and other means, they have established market trust. At the same time, they integrate the corporate spirit of "altruism" into all operations, truly embodying the concept of serving traders.

Differentiation: Innovative Layer2 Solutions

After determining the strategy, how can we further achieve differentiation? We can start from the following seven aspects:

1. Performance Improvement
2. Personalized Customization
3. Reduce Risk
4. Showcase identity and status
5. Improve convenience
6. Relatively low price
7. Innovative Experience

Narrative Construction: Four Levels

An effective narrative should contain four progressive levels:

1. Product Attributes: Describe functions and features.
2. User Benefits: Clarify the actual benefits that the product can bring to users.
3. Psychological Value: Unveiling the deeper needs that the product satisfies.
4. Values: Convey the理念 and pursuits of the project.

Elevating Narrative to Movement

To transform a narrative into a movement, the key is to build a close-knit community. Finding a common goal or enemy is the foundation for forming a movement culture. By identifying the inconsistencies in the current situation, we can consolidate team consensus and establish a direction for effort. Transform these inconsistencies into new behavior patterns and narratives.

Successful projects often establish a "first" or "unique" position in the industry. This not only requires finding a differentiated positioning but also elevating it to the level of values and culture.

For example, a high-performance blockchain project focuses on pushing performance to the limit, achieving a processing capacity of 100,000 transactions per second. They introduced the concept of the "first real-time blockchain" and spread this idea through various means, gaining a unique position in the market.

In Web3 marketing, the core objective of narrative science is to change market mindsets and values. It is not just about storytelling; it is a war around patterns of thinking.