Rogue X December 2022
Hero’s Journey Messaging Guide
541.350.2778
So many businesses lose sales because they struggle to clearly explain what they offer in a recognizable brand voice.
Now that you have this guide, you have everything you need to talk about what you offer in a way that resonates with your ideal customers.
When you implement your clear message consistently across all channels it will increase customer trust. On average that can translate into a 33% increase in sales.
Inside this guide, you have:
● What to say to invite customers into your brand story
● How to communicate that story in your brand voice
● How to implement your messaging in your marketing
Congratulations on a wise investment! I can’t wait to see how your business continues to grow and succeed!
GilAranowitz
Gil Aranowitz Certified StoryBrand Guide
to Your Hero’s Journey Messaging
+
gil@zo.agency Welcome
Guide
Content Plan
CONTENTS BrandScript Elevator Pitch Tagline Word Bank Headlines 05 08 09 11 13
TABLE OF
MESSAGING GUIDE
OVERVIEW & KEY TERMS
7
Key Brand Messages or Brandscript
A 7-part, proven communication formula that includes the key elements of any successful story. When you use a Brandscript to develop your messaging your marketing will stand out from the competition and attract your ideal audience.
Elevator Pitch
Your Elevator Pitch is a concise statement you use to clearly explain what you offer. It gives you and your team a simple, repeatable way to talk about what you do in a way that your customers will care about.
Tagline
Short, punchy way to succinctly communicate the value of your organization. Taglines tell audiences what your organization can do for them.
Headlines
Designed to help people realize why they need your services, headlines work great for press releases, emails, and website header copy.
Word Bank
A list of keywords and phrases that will connect with your audience. This will be a go-to resource for creating emails, conversations, and any marketing materials you produce.
WHAT YOUR CUSTOMER WANTS
A place for yourself, your friends and family to play, workout, grow, discover and connect with others.
HOW YOU POSITION AS THEIR GUIDE
Empathy
We understand the importance of your well-being.
Authority
A character has 3 types of problems:
1- External
2- Internal
3- Philosophical
THE PROBLEM YOUR CUSTOMER IS FACING
External Problems:
Lack of spaces to play, swim, compete, workout and connect with others over shared interests or hobbies.
Internal Problem:
Feeling isolated, unfulfilled and held back.
Philosophical Problem:
People need recreational spaces to thrive.
We’re building the state-of-the-art events and aquatics center that residents of the city of Medford and surrounding communities have been asking for.
THE PLAN TO HELP THEM GET WHAT THEY WANT
Welcome to the Rogue X. Community thrives here:
1. See us. Visit or take a virtual tour of the facilities.
2. Select your activities. Enroll or add your name to the interest list of programs you’d like to join.
3. Sign up. Become part of our thriving community at Rogue X.
BRAND MESSAGE 7 KEY BRAND MESSAGES
HOW YOU CALL THEM TO ACTION
Primary Call To Action:
Sign up and get active.
Transitional Call To Action:
Join our community list and be the first to know about new events and programs.
You will use 2 types of call to action:
1. Direct
2. Transitional
THE SUCCESS YOU HELP THEM ACHIEVE
Be active, fit, connected and fulfilled:
● Easy access to lessons, pools, courts and event spaces
● A safe, welcoming place for kids and adults to play, learn and grow and make friends
● Stay active and engaged with friends and family year-round
THE FAILURE YOU HELP THEM AVOID
Continue feeling dissatisfied and disconnected.
THE IDENTITY TRANSFORMATION YOU'RE INVITING CUSTOMERS INTO
From:
Less fit, less satisfied and less engaged than you want to be with the world around you.
To:
Happy, healthy and connected to your community.
THE ROGUE X BRAND STORY
At the Rogue X, we know you want to be happy, healthy and connected to your community.
To have a place for yourself, your friends and your family to play, workout, grow, discover, compete and socialize with others.
However, the City of Medford and surrounding communities currently lack such spaces, leaving you feeling isolated, unfulfilled and held back.
We believe people need recreational spaces to thrive. And that nothing matters more than the well-being of you and your loved ones. Which is why we’re building (we’ve built) the state-of-the-art events and aquatics center residents have been asking for.
Welcome to the Rogue X.
Community thrives here:
1. See us. Visit or take a virtual tour of the facilities.
2. Select your activities. Enroll or add your name to the interest list of programs you’d like to join.
3. Sign up. Become part of our thriving community at Rogue X.
So sign up and get active. And in the meantime, join our community list and be the first to know about new events and programs.
Welcome to Rogue X, Medford’s year-round recreational space where you can be active, fit, connected and fulfilled.
BRAND MESSAGE
ELEVATOR PITCH
Your Elevator Pitch is a simple, clear and effective way to answer the question, “What do you do?”.
Problem
The City of Medford and surrounding communities lack public spaces to play, swim, workout, compete and connect over shared interests or hobbies.
Product
Which is why the City is building (has built) the state-of-the-art events and aquatics center residents have been asking for.
Result
Our goal is for everyone to embrace Rogue X as a year-round activities destination and start feeling active, fit, connected and fulfilled.
WHERE TO USE YOUR ELEVATOR PITCH
About section of your social media profiles
About section of your website
Email signature
Business card
BRAND MESSAGE
TAGLINE ALTERNATIVE #1
Your “tagline” is a few easily repeatable words to attach to your brand and make sharing easy.
Community thrives here.
BRAND MESSAGE
TAGLINE ALTERNATIVE #2
Your “tagline” is a few easily repeatable words to attach to your brand and make sharing easy.
Your Place to Play, Learn, Grow & Connect
These are words that will connect with your audience. Keep this list handy to inspire emails, conversations and any marketing materials you produce.
Phrases to connect with your audience. a destination to play, workout, grow, discover and connect with others; a safe, welcoming place for kids and adults to play, learn and grow and make friends; easy access to lessons, pools, courts and event spaces; full of life; get active; sign up; stay active and engaged with friends and family year-round; state-of-the-art events and aquatics center BRAND MESSAGE
Words to connect with your audience. active; community; connect; connected; disconnected; discover; dissatisfied; engaged; fit; fulfilled; grow; happy; healthy; learn; play; satisfied; socialize; thrive; welcoming; well-being; workout
WORD BANK
YOUR
APPLY
BRAND MESSAGE EXAMPLES
APPLY YOUR BRAND MESSAGE
WEBSITE HEADER ALTERNATIVE #1
A website header should answer three questions in the first five seconds:
1. What do you offer?
2. How can it make my life better?
3. How do I get it?
Community thrives here.
Welcome to Rogue X, Medford’s state-of-the-art events and aquatics center.
CTA CTA Transitional CTA
APPLY YOUR BRAND MESSAGE
WEBSITE HEADER ALTERNATIVE #2
A website header should answer three questions in the first five seconds:
1. What do you offer?
2. How can it make my life better?
3. How do I get it? CTA
Join your neighbors at the Rogue X, Medford’s brand new events and aquatics center.
CTA
Transitional CTA
Where Medford Comes to Play, Learn, Grow & Connect
APPLY YOUR BRAND MESSAGE
WEBSITE HEADER ALTERNATIVE #3
A website header should answer three questions in the first five seconds:
1. What do you offer?
2. How can it make my life better?
3. How do I get it?
Medford’s place to play.
[rotate: workout, grow, discover, connect]
Rogue X is your year-round activities destination.
CTA
Transitional CTA
CTA
THANK YOU!