On brand.
For the lone wolves, free thinkers, and unique creators, here are a few thoughts and ideas to help big dreamers like you go bigger.
Increase Sales: Know Your Audience to Win More Often
My old agency made a big transition when we started to sell to a new group of executives. We had our old pitch down to a science. We knew exactly what the client cared about. But our new audience thought differently—and had a different set of problems to solve. Our old strategy didn’t cater to their needs. When you’re selling, you need to be inside the client’s head. Know their problems, their fears, their values. Know them even better than they know themselves.
Big Promise = Big Results
Have you articulated or written your big promise? All great brands have a big promise attached to it. If you don't have one written, you're missing out on two tremendous opportunities: 1. A big promise is a powerful way to connect to your customers. 2. A big promise is an equally powerful way to keep you consistent over time because your big promise becomes the centerpiece for your storytelling. The big promise consists of 4 essential elements: 1. Articulate the desired end result: This is what your customers want more than anything else from you. 2. Identify the barriers: So what is the action that they need to take, but they're not taking it because they don't know how to take it? With these two elements, your big promise is 80% there. The last two elements are going to help elevate your big promise to the next level. 3. Timing: When are your customers going to get the desired end result? The quicker the better. 4. Eliminate excuses: This is about relating to your customers with what's blocking them inside from doing anything at all. I used this 4-part template for the big promise for the title on my webinar. It has each component baked in. See if you can identify them: How to break free from your draining job and finally pursue the work you dreamed of in as little as four weeks, even if that feels impossible right now. If you can write your big promise, big results are sure to follow. The content for this post was inspired by this article: https://www.marketingcipher.com/4-step-formula-to-crafting-your-products-big-promise/
How to Borrow an Audience to Build Awareness
One of the best ways to build your brand is to find great partnerships and "borrow" their audience—even if there is some crossover in your offering. My collaborators often trust me to engage their audience with valuable content. And I am able to spread the word about what I do to new prospects.
Taking the Leap into Entrepreneurship with Ronnie Hughan.
My friend Ronnie Hughan tells all about his parachute flight simulator idea and how you can help.
Meet Erik the Red (c. 950-1003): the world's first brand badass.
Erik Thorvaldsson was a Norwegian viking and also a savvy brand builder. He was forced to sail west to a mysterious land that few before him had explored. Using instinct alone, this accidental brand engineer managed to draw throngs of settlers with him to a land they knew little about. (Illustration credit: Joan Francesc Oliveras Pallerols)