Crypto Marketing 101 Lesson 1: How to write a good narrative

Reprinted from chaincatcher

02/02/2025·1M

Author:dov

First do thinking mode changes: please abandon the thinking of product

and technological innovation, and only pick up the hammer of "narrative"

From the Crypto Marketing angle. There is a hammer named Narrateive in our hands. Now, please see what projects are nails. Please put aside all technological innovation and product capabilities. We only talk about how to tell stories.

You rudely understand the entire Crypto industry as the consumer goods industry (especially new consumption). This industry is completely driven by sales. The perfect diary and six female doctors have no great product innovation (just like most Crypto projects do not have real technological innovation). New brand.

Korean exchanges and South Korean retail investors are the sales channel

innovation of this Crypto bull market

Say three times,

Marketing is selling goods, KOL is the anchor with the goods

Brother, this coin is only 1 billion US dollars FDV sold to you. Where is it expensive?

As a project party, the source of income is traffic*conversion rate

The traffic is, how many channels do you find (media, KOL, etc.) to write the content, how much attention you get
The conversion rate is that after reading your content, you are not interested. If you are willing to see it, you will finish reading it. After reading it, you will not pay for your story and how much money you spend.

Today, I only talk about "how to write a good story". Most of the project parties have their own products and know what they are doing, but they can't write well in their grand visions. They always write their own pattern when thinking about the story. , Or tell some boring stories of old teeth, VC, exchange listing, retail investors do not buy it.

Let's take SIGN as an example. This is the hottest project recently

It is recommended that each project party does not know how to write a narrative, then start from the product first. Your project party always knows what you are doing.

Several sign products, let's talk about it:

ETHSIGN -signing contract on the chain, 2 million users, a total of 1.5 million contracts; in the future, hopes to become a agreement between humans and AI agent
Tokentable, token distribution platform, Goldman Sachs of the Crypto industry, while doing securities firms+investment banking business. Total income of 15 million US dollars.
SIGN PASS, identity system, global passport, such as Serra Leone's PR, the UAE golden signing
SIGN Protocol, the infrastructure of the three products above

Let's feed these contents to the GPT of Narrateive, who had trained to help me before, and of course, it may be better to use Deepseek now. The target audience emphasizes that the target audience is the global VC and old money (so that he will write a greater vision for you)

The above is the first answer given by GPT. At least we have a general direction now, and we have initial inspiration. But this is not enough, it is too divergent.

The best narrative is: simple and large, it is best to have some

philosophical heights, so that the valuation model can be changed from P / E ratio to a market dream rate.

Previous examples such as Sonic, two previous narratives:

Solana layer2, everyone knows what is layer2, everyone knows that Layer2's FDV is very high, you don’t need to explain additional, the target is OP
Tiktok chain, this is too straightforward, not even explained. The target is TON

SONIC's narrative can be 90 points, and 10 points worse are some philosophical heights. If you want to increase the last 10 points, you need to have a narrative aesthetic taste.

Let's take a look at my favorite narrative to do Case Study. This is the Pitch Deck of NOTION in 2013.

"We Shape Our Tools, and thereafter our too shape us"

This is the top narrative aesthetics, simple, profound, and subjective.

In Chinese, it is almost impossible to translate the beauty of English. In short, the translation is

" We have shaped the tools, and at the same time, these tools also reverse us ."

There are many many keywords in Notion, but he only grabbed one, which is a "subtraction" in narrative.

Notion's keywords can be: efficiency, tools, inspiration, collaboration, creativity and so on. They only chose "tools".

There are fewer ways to be subtracted by narrative. When the public mentioned you, you can only think of one of your positioning, and you ca n’t remember what is very detailed and very detailed.

How to practice it, we return to SIGN. We directly ask ChatGPT. At that time, we didn't think about which one to set the keywords for SIGN. It can be a contract, trust, signature, collaboration, distribution, or even fairness.

We go directly to the GPT divergence.

This time the GPT was relatively empty, and I did not find out the real keywords of SIGN. The content of the writing is not enough and practical, too one -sided, we will add some supplements.

The content given this time is much better. We caught this sentence in so many:

" Trust is the invasible continuation that power of all time transactions, Every Relationship, and Every Society. "

——TSPIRED BY YUVAL Noah Harari

Interpretation: SIGN is redefining the "monetization" of trust, embeds them into contracts, assets and identity systems to provide new infrastructure for digital society.

Why choose this sentence?

Highlight the keywords: monetize trust. This is a narrative of the latitude of human civilization. He is big enough and sounds good enough
The following keywords are Transaction, Relationship, Society, which is what the SIGN and the blockchain industry are doing, that is, all kinds of transactions, relationships, and society, so
The source of this sentence is Uvar Herram Yuval Noah Harari, a masterpiece of human beings, future brief history, and other writers. The high but unknown university professor has influence and is an excellent choice.

With this great starting point of philosophy, the next step is to echo the business of SIGN and the big vision of Eva Herram. We continue to ask GPT.

He wrote well for the third point and seized the big theme of "trust". This topic is large enough, simple enough, and it is enough for SIGN to do. Since the direction is set, let's let the GPT diverge to see if there are more inspiration in this direction.

This time, GPT gave a few old toothed dead roads, such as "decentralized revolution", "empowerment effects", etc., but this "programmable" laid the foreshadowing, you can see it later.

Then let the GPT emphasize to the correspondence to the words of Uvar Herram, and see what he said:

This time I gave a lot of more satisfactory answers. Both stories and tone. The most suitable one in it is the first one. We modify it a little will become the following:

In a tokenized world, blockchain provides the trust foundation for Human society, transforming trust from an invisible consoNCy into a programmMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMABLE FRAMEWORK, and IGN SETS The Standard for this New Era of Seamless Collaboration Across Humans, Nations, and AI.

After thinking about these two paragraphs, we finally need a simple and powerful slogan to finally emphasize it.

These frameworks were given by GPT, plus the foreshadowing just buried, and finally the Aha Moment appeared at Potter.

Think of slogan:

Sign Makes Trust Programmable.

(The collaboration between people and AI is condensed at this moment, just SIGN is the first human signing agreement with AI)

This Slogan responded to the big theme and gave SIGN how to execute. Potter and I cheered, and then ran downstairs to draw Yuxi.

The final effect is as shown in the figure below (of course this is not the final version):

Let me translate it:

" Trust is the invisible currency of every transaction, each relationship, and every society."

-Wall Herri

In a tokenization world, the blockchain provides a trust foundation for human society to transform trust from an invisible currency to a programmable framework, and SIGN has set standards for this seamless collaboration, crossing human beings National and artificial intelligence.

Once trust can be quantified, it becomes currency.

SIGN enables trustworthy trust.

Although it is not as impact as the NOTION period, it is enough. 80-90 points.

This is just the part of the Vision, just two sections.

A better Blurb/One Page also includes:

Why now
Our Unique Position
Propuct
Traction
Fundraising & Revenue & PARTNERSHIP
Team

By the way, add some of your own words,

The Crypto Marketing 101 series was inspired by the three -set leader Crypto Weituo. Thanks to him for output valuable content, it also inspired me a lot.

I helped dozens of large and small projects in 2024 to do Marketing planning. From the Portfolio who helped our investment in Portfolio, many friends took the initiative to think that I did a good initiative to introduce the project to me.

Marketing is far more than just looking for a few Kols. Most of the Agency also knows this. I have achieved small results from silent names (binance on 1 project, OKX + Upbit on 2 projects, countless Tier2, and many 100M + Memecoin), books, people who read, people who read one year, people who have read, chatted , Running the meeting, the night of the rest, let me do the level I think of the passage today, but I have to continue to excel.

Crypto Marketing 101 will continue to be updated, always open source, and still maintains the spirit of encryption in the market where the sickle waves.

If you have a need, you can trust me privately, and you are welcome to ask Mango Labs information.

Help can help, but Bai Ji is not advisable.

Happy New Year and start construction.