In the wild west of crypto, having a compelling narrative is the quintessential game plan.
But creating a narrative that cuts through the incessant noise that is crypto isn’t like running a hot knife through butter. It requires a careful set of ingredients, the right recipe, and the meticulousness of a Michelin star chef.
Let’s dive in.
Know your hero’s journey
Every great story has a hero. In your narrative, that hero is your project–or if you’re bidding for a personal brand, then you.
There are some key questions to ask yourself before, however:
- What’s your origin story?
- Did your founders meet in a basement?
- Were your first meetups fueled by energy drinks?
- Did you take a taxi one day without cash that made you realize how much you needed crypto?
Now, there are plenty more questions to come, and that you should be answering, but these will get the ball rolling.
And if you think you’ve got nothing interesting to say, or that your origin story is less-than-bombastic, erase that mindset. Everybody has something to say. In fact, it’s much more how you say it–the buildup, delivery, and punchline–than the story itself (even though some stand out in and of themselves).
But remember, great storytellers are how they tell the story, rather than the story itself.
Pro-tip: Don’t be afraid to show vulnerability. Did you face setbacks? Near-death experiences? The crypto community loves a good underdog story. It’s like watching a 10x leverage trade come back from the brink of liquidation.
Identify your villain
Every hero needs a worthy adversary.
In the crypto space, your villain could be anything from centralized finance to scalability issues. Are you fighting against the tyranny of traditional banking? The inefficiencies of cross-border payments? The environmental impact of proof-of-work mining?
Remember, your villain doesn’t have to be Dr. Evil. Sometimes, it’s “just” the status quo, or filthy fiat. But you do need something to overcome, that’s for sure.
Pro-tip: Don’t punch down. Picking on smaller projects, like the latter day bully, is a recipe for disaster. Instead, aim big, and go for a more David vs. Goliath situation. Taking on systemic issues or industry giants positions you as the rebellious rebel.
Imagine yourself as Satoshi vs. the entire global financial system.
Paint a vivid future
Your narrative isn’t just about where you’ve been; it’s about where you’re going.
Ask yourself:
- What’s your vision for the future?
- Are you building the infrastructure for Web3?
- Creating a more equitable financial system through payments?
- Revolutionizing supply chain management with blockchain and DLT?
Whatever your poison, make it big, bold, and impossible exciting.
Your vision should be like a good altcoin pump, but with the robustness of Bitcoin.
Pro-tip: Use concrete examples and metaphors to make your vision tangible. “We’re building the highways of the metaverse” is more compelling than “We’re developing interoperability protocols.”
Show, don’t tell
In crypto, talk is cheaper than SAFEMOON after the pump.
Back up your narrative with proof.
Got impressive tech? Show it off. Partnerships with big names? Name drop like you’re at a Web3 cocktail party. Solid tokenomics? Break it down like you’re explaining yield farming to your grandma.
Pro-tip: Use data to support your claims, but make it digestible. “Our protocol has processed over 1 million transactions” is good. “Our protocol has handled enough transactions to wrap around the Earth twice if they were $1 bills laid end-to-end” is better.
Keep it human
At the end of the day, even the most tech-savvy crypto bros are still human.
Tap into emotions, aspirations, and relatable experiences.
Are you democratizing finance? Talk about the single mom who can now invest in fractionalized real estate. Building a decentralized social media platform? Paint a picture of a world without censorship or data harvesting.
Pro-tip: Use personal anecdotes from team members or early adopters. It’s like adding a face to your whitepaper – it makes your project feel real and relatable.
Crafting a compelling narrative in crypto PR is like perfecting your DeFi strategy – it takes time, effort, and a willingness to adapt. But get it right, and you’ll have the community hanging on your every word, eagerly awaiting your next update like it’s the next Bitcoin halving.
Remember, in the attention economy of crypto, your narrative is your most valuable asset.
Treat it with the same care and attention you’d give to your seed phrase. After all, a good story in crypto can be worth its weight in Bitcoin.
get in touch
Struggling with your pitching game?
That’s our bread and butter, we can help. Reach out and let’s explore synergies.
About the author
Table of Contents
Podcast
Beyond The Beat
Telling the stories of the people covering crypto
