Everyday, we are reminded how noisy, overdone, and homogenous the landscape of marketing is. Checking email, browsing the web, scrolling social media, watching TV. Around every corner, businesses compete for our attention. Listen closely and you’ll find that, at the core, many of them are saying the same thing:
We have the highest quality-cheapest price-most personalized service…and you will be happier-healthier-more productive-attractive-popular when you choose us.
An emotionally intelligent marketer knows that people don’t want to buy things; they want to solve their problems. So companies speak to the interests and struggles of the target market. This approach can be effective, but in a world flooded with information…will it last?
The Dynamic of Marketing is Changing.
As the world becomes more complex, small businesses need strategies that allow their target market to develop a more meaningful connection with their business.
When you identify what you really sell and weave it into an authentic brand story, you allow your target market to associate their own dreams, struggles, passions, and personality with that of your story. The result? Your ideal clients are in resonance with your message.
You may be thinking, ”My brand can’t possibly have an interesting story!”
Stories sell because people make decisions driven by emotions, not logic. When you tell your authentic story with clarity and precision of the needs and desires of your target market - you have the power to make your audience feel deeply, become interested in your business and loyal to your brand.
You don’t need to expose your secrets nor use overly tender language to strike an emotional resonance with your target market. You just need to show up in your humanness. Let your audience know what you’ve been through, what you stand for, and why you are passionate about helping them solve their problems.
4 Steps to Identifying a Compelling BRAND STORY
Here is part of the process I use with clients to help them develop a deeper connection with their target market.
Ask yourself - Why do you do what you do? What obstacles have you overcome in life? What got you to where you are today? What are your values and how do they show up in your business?
Identify the problems your product or service aims to solve.
Define your target market with as much clarity and precision as possible.
Connect the dots between your responses to the above items.
Does your business need an authentic brand story? Let’s Chat.