When Was The Last Time You Read An “About Us” Page To Completion?
Action Item: Replace your “About Me” Page with “I Believe”
“People don’t buy want you do, they buy why you do it.”
To market a new product or service, it is actually more important to develop and share your story than it is to merely explain the technical differences or improvments your product or services has to offer.
What differentiates your product or service? Why is this important to you? If you can share this story to your audience, and emphasize why it means so much to you, then you will connect to others who feel the same way.
Not only do these people become buyers, but they also become raving fans that spread your story to others who feel the same as you. The result is more customers and potentially more fans.
Why is this important? Consider the difference between a brand going viral vs. a product going viral.
The ‘hoverboard’ is the most recent example of a product going viral. Do you know the company that makes this product or have you been bombarded with news stories like Safety Regulators Probe 13 Hoverboard Companies.
Compare this with a brand like Toms. How many companies make shoes?
Yes, you want to have a great product. But that is not enough to dominate your market. It’s not even enough to stay in business.
Developing Your Brand Story
This is a short story about how and why your brand came to be. Whether this is a product or service, the brand you are creating was born somewhere.
Developing your story merely involves a few chapters in your life that you can look back on as turning points.
First I was doing THIS…. But then THIS happened and I realized THIS. Ever since I have wanted to THIS because I developed a passion for THIS after learning THIS
Fill in the “THIS” with your story, or re-write the entire thing. It’s your story after all.
Developing your story is step one. But remember that you have to really connect with this story if you want others to connect with it.
Sharing your story
In today’s world of social media and content sites like Medium, this is easier than it’s ever been befor. It is also much harder. There is a lot of noise and chatter out there. How will you differentiate yourself?
The key to this comes from step one. Many people skip or ignore this step. Instead they are out there spending too much money marketing features and characteristics without ever connecting with the consumer.
If you are only marketing features to the consumer then they will leave you the second someone else develops a better or cheaper version.
And they will.
If you are marketing your story (creating a brand), then your consumers will stick with you and follow you much further and for much longer.
- Apple vs. Samsung, or
- Nike vs. Reebok/Adidas/Under Armor or
- the many local businesses in your area that have survived competition over and over again
Companies that only focused on providing cheaper products or discounts never last when faced with BRAND competition.
- JC Penny
- Circuit City
- Blockbuster (Had a chance to buy Netflix for a few million early on, and Blockbuster said no. Yes, Blockbuster turned Netflix down)
People buy with ‘why’
People buy supplies to survive and things to make them feel better.
Some people feel better buying things that save the environment or don’t have chemicals.
Some people feel better if they pay more money for a luxury brand, regardless of quality.
Who to share your story with?
Step 1: Develop brand story.
Step 2: Share your story.
Step 2: Subsection A: Define your audience.
Be specific! Very Specific!
Who is your consumer/client/customer/audience?
- What do they look like?
- How old are they?
- Where do they live?
- Where do they spend their time?
- How much money do they make?
- Do they currently buy your product else where?
- Do you need to teach them how to use your product?
These are just a couple questions. You need to ask at least 50 more to yourself. The more specific the better. Then you have your perfect customer and you know where they are.
Now it’s up to you to reach them.
- Are they on social media?
- Are they on a specific social media?
- Are they local or national?
- Are they old or young?
- Are they susceptible to advertising or do you need to market organically?
Building a brand is no easy task. But if you can do so successfully you will establish a long lasting relationship with your audience/customers/consumers. They will be more likely to forgive your mistakes and they will happily spread your message and increase your reach.
People buy with why, so give them a reason dammit!