3 Simple Ways to Bust Stereotypes and Craft a Remarkable Message

On the snowy, northeastern Christmas of my 11th year, our parents gathered all five kids around the kitchen table to deliver the news.
We were moving to San Antonio, Texas.
I was devastated. Texas? I imagined what our new home would look like.
We’d be miles from any neighbors — who would all look like they walked straight off the “Hee Haw” set — with a dusty, rock-filled front yard punctuated by the occasional tumbleweed rolling by.
If only I had access to online content back in those days, I wouldn’t have been terrified at all by the silly stereotypes I believed to be true.
Here’s the thing — our customers are terrified, too. They’re operating based on stereotypes, fears, and misconceptions.
But every day, the internet makes it easier to inform and educate them so we can bust through stereotypes and really connect.
Their false assumptions don’t stand a chance when you use the three techniques below to create a remarkable message that engages your prospects.
1. Showcase your product
Video is ideal for showing exactly how your product works and why it’s the best on the market.
One company that does this well is OtterBox, whose YouTube channel features lighthearted product demos and user-submitted stories that show customers putting OtterBox technology cases to the test.
Your video doesn’t have to be fancy. It’s more important to:

Take the time to develop a compelling story
Write a script; don’t wing it
Edit carefully so your video comes in under three minutes — bonus points if it’s under

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