Cody Ryan Martell - Writing for the Customer's Journey - Expert Session

Question Title

* 1. Which brand does Cody highlight as a good brand voice?

Starbucks

NASA

Burger King

Ford

Question Title

* 2. What should you keep in mind during the customer’s journey?

Your audience doesn’t know what they want

Every customer journey is the same

Your audience has to identify their problem

All of the above

Question Title

* 3. What is the significance of the SEO questions?

Shows the average person’s thoughts

Helps you understand your audience and at what point they are at

What is SEO?

Helps PR people understand where things can go wrong.

Question Title

* 4. Story-centered benefits include:

Digestible structure

Relatable theme

Can retain attention

All of the above

Question Title

* 5. What is Cody's definition of good writing?

Brand voice + focus on the audience/journey + a story = good writing

Facts + a fun brand voice + the audience’s favorite story = good writing

Storytelling elements + relevant news + your audience’s demographics = good writing

Brand voice + a story about the main audience = good writing

Question Title

* 6. What do you need to know before you start writing?

Audience profile

Writing request

Customer’s journey

All of the above

Question Title

* 7. How does Cody plot out his writing for those who live in high pollen areas?

Relates to them by talking about their woes

Talks about the positive of sunrooms, the cheap solution they probably assume

Explains how it exceeds expectations

Both A & C

Question Title

* 8. What is the worst thing you can do?

Write out your sentence 3 or 4 times because you’re not sure what you want

Keep writing even if you sound dumb

Stare at a blank page

Get someone else to write it for you

Question Title

* 9. Why is it important to check yourself?

To make sure that the story was interesting

To make it appeal to the masses

To make sure it finishes with the right goal in mind

To make sure it’s scholarly

Question Title

* 10. It is important to reread your work after some time to make sure that it is still relevant.

True

False