Core Challenges of Web3 Marketing: Building Effective Narratives

In the Web3 space, marketing leaders often lack a systematic thinking framework when it comes to project narratives. This article will explore how to become an excellent narrative scientist and how to develop effective project narrative strategies.

Strategic Level: Create a Unique Project Positioning

To stand out in a competitive market, you need to follow these four steps:

1. Analyze the external environment, identify target users and their needs.
2. Identify the weaknesses of competitors and establish your own advantages.
3. Seek reliable proof of trust to enhance user confidence.
4. Integrate positioning into all aspects of enterprise operations, especially in the communication segment.

Taking a well-known exchange as an example, they have adopted a "built by traders for traders" strategy, focusing on providing the best experience for professional traders. They establish credibility through sponsorship of sports events, signing high-quality projects, and integrating the concepts of "altruism" and "dedicated service to customers" into their corporate culture.

Differentiation: Seven Directions

After determining the strategy, differentiation can be made from the following seven aspects:

1. Performance Improvement
2. Personalized Customization
3. Reduce risks
4. Showcase identity and status
5. Improve Convenience
6. Relatively low price
7. Innovative Breakthrough

The Four Levels of Narrative

An effective narrative should include the following four progressive levels:

1. Product Attributes: Functions and Features
2. User Benefits: What benefits can the product bring to users
3. Psychological Value: What psychological needs can the product fulfill for users?
4. Values: The higher-level goals pursued by the project

For example, a certain Layer 2 project conveys the value of inclusive finance through the slogan "Bringing Ethereum to everyone."

Transforming Narrative into Motion

To build a close-knit community, it is necessary to find common goals or enemies. The steps are as follows:

1. Identify the unreasonable aspects within the existing environment.
2. Transform these unreasonable aspects into new behavioral patterns and narratives.

Successful cases include a certain meme coin community forming a unique culture by benchmarking against Bitcoin, and another meme coin project establishing its own positioning by targeting the former.

Marketing is essentially a war around the mind. The ultimate goal of narrative science is to make the project the "first" or "only" in the industry. This requires not only differentiated positioning but also elevating it to the level of values and culture.

A certain high-performance blockchain project is a great example. They pursue extreme performance at all costs, achieving a processing capacity of 100,000 TPS. By positioning themselves as the "first real-time blockchain," they have gained a unique position in the market.