Wednesday, March 12, 2014

Watercooler Wednesday #28 - A Better Marketing Message

Along with our redesign, we have been working on our branding and messaging. Inspired by Simon Sinek, we are focusing on the "why" of what we do. Here are a few of the brainstorming ideas we came up with:
  • Genealogy should be easier
  • The industry lacks innovation
  • Genealogy shouldn't be an old mans sport
  • We want to show slow-moving incumbents what can be done
  • We believe that there is a solution to the industry's problems
  • (Many others that I won't list here)
So after coming up with that list, we started narrowing it down and refining our ideas. Here are a few of the realizations we came to:
  • People want to connect to other people. In genealogy, those people are our ancestors.
  • We believe that everyone should be able to connect to their ancestors.
  • We help people connect to their ancestors by making genealogy easier, more approachable, and doable.
  • We built Find-A-Record to help you know where to look for your ancestor's records.
  • The number of people interested in connecting with their ancestors (for many reasons) is much larger than those who enjoy the detective and puzzle-like challenge of genealogy research.
We iterated on this smaller list and settled on a simple 3-part message.
  1. We believe that you want to connect to your ancestors, and that connecting to them is important.
  2. To connect to your ancestors, you need to know who they are, what happened to them, the story of their lives, etc.
  3. Find-A-Record shows you where to look to find that information.
Finally we turned it into marketing content for our home page.

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