How To Be A CIA Agent When It Comes To Your Customers
Imagine creating content that actually converts.
Brands are obsessed with being relevant and cool at the expense of delivering value to their customers. Their content calendars devolve into a cringeworthy June George-fest, complete with “Wine Wednesdays,” fuchsia soft pants, and emojis because they want to be relatable.
They don’t want to be a regular brand, they want to be a cool brand.
Here’s the reality — your customer is selfish and solutions-oriented. They don’t want to hear your chatter until you’ve proven that you’ve not only solved their problem, but you’re also not a garbage company. COVID brought what had been simmering for years to the fore — people buy from brands that align with their values and expect brands to not only solve their personal challenges but to affect positive societal change. Brand magnetism no longer holds — the reasons consumers buy has shifted because their priorities have shifted and this isn’t going away anytime soon.
Two-thirds of consumers worldwide now buy on beliefs.
Often, brands skip to the bestie part and ignore the foundation they’ve should’ve spent more time building. Be intentional with the stories you tell, not arbitrary. Are you solving…
