Part 2: Better Marketing. Less Hustle.

In my last blog I invited you to walk around inside your customers’ heads and really understand who they are. Did you do that legwork? It’s going to make your marketing SO much easier…and that’s the whole point of this blog series.

Next up is to leverage those learnings and use them to create the foundation for meaningful messages. Without strategy, talk is cheap. A lot of brands lead off by talking about their features; lower cost, more power, better performance, on and on and on. All these things are important, but they aren’t what matter most to prospects.

What you talk about first determines whether people tune you out or take notice. To truly connect, take a step back and remember this:
Transformation starts with trust.
Let these four words guide how you talk about your brand at every turn and you’ll create real connections with less effort. Here’s why.

Your ideal client has a problem and it’s got them stuck. Your job is to help them get from where they are to where they want to be. But what seems like a simple solve to you looks like a chasm to them. People aren’t going to take a flying leap across the abyss just because you’re standing on the other side with your shiny promises. You have to meet them where they are. Talk about their frustrations and fears first so they understand that you understand the position they’re in. You’re establishing common ground, which establishes rapport, which establishes trust.

The bottom line is, no one wants to feel like they’re being sold, but everyone wants to be seen. When you lead with genuine empathy people will engage because you’re talking about what matters to them instead of just trying to make a buck. Talk about your offer in the context of solving their problem and they’ll believe you have created a way forward for them.

You’re not another pushy brand.
You’re a trusted ally with a solution.
That’s a heck of a transformation.