How to turn prospects into buyers
You can't sell anything if you can’t tell anything... Every business has a story to tell. Good storytelling is the difference between someone paying attention to you and someone just tuning you out.
Happy Monday Everyone,
This week’s newsletter is a continuation of last week's storytelling article. In this article, I will be providing tips on how to build a strong brand story.
Most people underestimate the importance of storytelling and having a brand story. Humans are wired to tell stories. In every culture across the world, people tell stories.
When you build a story around your brand, it gives your brand the ability to “recruit” prospects to its cause. People are not just buying a product or a service, they’re joining a team, a community, living a lifestyle. Nike has perfected this with the “Just Do It” campaign, Nike doesn't just sell shoes, they sell the belief that everyone is an athlete, “If you have a body, you’re an athlete”.
Most prospects are at least buying partly on emotional connection, a customer may buy your product due to your brand story even though your competitor may have better quality, functionality or pricing.
Instead of throwing facts, statistics, and testimonials at your audience, focus on making your brand thoughtful, memorable, and human. Wrap your message into a story that moves people, simplifies information, and builds trust. People buy from people and people remain loyal to people they trust.
3 Ways To Build A Strong Brand Story:
Get clear on your message, clarity produces results. Make sure your message is simple, relevant and repeatable. Marketing that is too complicated doesn’t work. The more simple and predictable the message, the easier it is for the brain to digest.
Position yourself as a guide not the hero. Every brand solves a specific problem for a specific group of people. Focus on the aspect of your offer that will help people. Never assume people understand how your brand will change their life, tell them.
Stick to your brand script. Consistency, honesty, and evidence will help your brand story reach the hearts and minds of consumers.
Having a brand story is more than getting customers, it’s part of why your company exists, why you and your staff get out of bed every morning. Get clear on your brand story and see the difference it makes internally and externally.
As said by a marketing legend, Seth Godin,
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Brand storytelling requires a lot of digging deep and brainstorming. If you require any assistance getting clear on your brand’s storytelling or have any questions regarding telling your brand story feel free to reach out to me.
Have a great week everyone!