The Core Challenge of Web3 Marketing: Creating Differentiated Narratives

In the Web3 space, CMOs often face the challenge of how to build effective project narratives. Many lack a systematic thinking framework, leading to overly casual decision-making. This article will explore the importance of narrative science and how to become an excellent narrative expert.

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

A successful growth strategy is not just about creativity, but also requires a clear path. The following four steps are crucial:

1. Analyze the external environment, identify competitors and their value propositions.
2. Avoid the advantages of competitors and position your unique strengths.
3. Seek reliable trust endorsement
4. Integrate positioning into all aspects of the enterprise, especially in communication resources.

Taking a well-known trading platform as an example, its success stems from a clear goal positioning: "A platform built for traders." This positioning fills a market gap and earns the platform a unique status. Trust is established through sponsoring sports events and signing high-quality projects, while the spirit of "altruism" runs through every aspect of its operations.

Differentiation Strategy: Seven Key Directions

1. Performance Improvement
2. Personalized Customization
3. Reduce Risk
4. Highlight Identity and Status
5. Improve Convenience
6. Relatively low price
7. Innovative Experience

Narrative Construction: Four Levels

1. Product attributes: features and selling points
2. User benefits: The actual advantages brought by the product
3. Psychological Value: Deep Emotional Fulfillment
4. Values: The ultimate pursuit of the project

Taking a certain Layer 2 project as an example, its narrative evolves from technical features (ZK scaling) to user benefits (high returns), then to psychological value (popularizing Ethereum), and ultimately rises to the level of values (expanding freedom).

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 in the existing environment
2. Transform these issues into new behavioral patterns and narratives.

For example, a certain meme coin community has formed a unique culture around mainstream cryptocurrencies, achieving community cohesion. This indicates that narrative is not just about storytelling, but also a means to change market mentality.

Case: Blockchain with Extreme Performance

A high-performance blockchain project has chosen to push its performance to the limit, achieving 100,000 TPS, and has proposed the slogan "the first real-time blockchain." By deeply embedding the concept of "real-time" and aligning it with the internet giants' concept of "delay satisfaction," it has successfully established a unique position in the market.

In short, the core of Web3 marketing lies in creating differentiated narratives to become the "first" or "only" in the industry. This not only requires finding the right positioning, but also elevating the differentiation to the level of values and culture, thereby standing out in a highly competitive market.