branding

What is YOUR Brand Conversation?

brand-conversation

What's that core dialogue that keeps customers returning to you to learn, discuss, debate, get guidance, share their experience, and soak in your perspective? Your Brand Conversation is NOT your logo, website design, business model, or revenue driver. It's the topic your customers would want to dive into if they had a chance to have coffee with you.

Here are a few to consider...

Apple's: Your media is your life, and your life should be extraordinary.

Old Spice: Men should be unpredictable, audacious, cocky, and self-confident.

Jeffrey Gitomer: Stop selling people and start using value to win loyal customers who want to buy.

Dale Carnegie: To win friends and succeed, put people first.

Each of these statements starts an original conversation. Each entices customers to respond and engage in terms of you. They stimulate excitement, intrigue, a desire to return to the Conversation with you, and in time... buying customers!

If I could've had coffee with Steve Jobs, I would have talked to him about how I use my iPhone, iPad, and how I love exploring the Apple Stores. I would talk about myself in relation to Apple - how they've made my life and my media more extraordinary. Our conversation would have naturally centered around Apple's Brand Conversation.

What is your Brand Conversation?

What do your customers ask you about when they meet you for coffee?

If your customers are all over the place or don't naturally fall into a conversation about themselves in relation to you, maybe you haven't defined your Brand Conversation yet.

Now's the time!

In one sentence, what is your Brand Conversation?

Here's mine: When a person is original, relevant, and highly skilled, they're the most powerful force to drive a successful brand and business.

When I meet face to face with customers, they often speak about how I've helped them stand out, be creative, show off their capabilities, and make their business more relatable and human.

Your turn... Add your's to the comments below.

Little But NOT Nothing

little-but-not-nothing

What do football helmets and hypodermic needles have in common?

Little but NOT nothing.

Steroid juicing? Painkiller addiction? Hmm... fascinating!

The image with this article of a football helmet spilling over with hypodermic needles is from a current issue of ESPN Magazine. The photo triggers both a wince and a double take, halting readers and provoking them to read the first sentence of the article.

Little but NOT nothing.

What a beautiful phrase for marketers to keep in mind.

When two images with the smallest hint of a connection are juxtaposed, readers are compelled to seek understanding. The brain begins firing questions and drilling for the relationship link. "Helmets? Needles? Should I understand this? The data seems vaguely familiar but does not compute. Need... more... info." And so the reader begins to read. Success!

Little but NOT nothing.

How can you employ this concept in your own small business or personal marketing efforts? First, isolate a single benefit message. It's a natural temptation to cram all the irresistible advantages of your product or service into your marketing pieces. If you can't decide on your top benefit, ask ten customers. Then, you'll know.

Perhaps you sell a new industrial-grade sump pump for home owners that can remove water 4 times faster than a standard residential unit. What images can you combine that aren't too closely related? Bad examples might include a water-filled room with floating furniture or a frowning home owner standing waist deep in a flooded room. To avoid cliches like these, throw out images or ideas that have been fused so often that their connection has become obvious.

Instead, think two powerful objects with a faint relationship that will evoke emotion. For the brain to be intrigued, it must be forced to make a cognitive leap.

Picture this. A door frame where a family has marked their child's growth is under water up to the line that reads, "Katie at 5 years." The brain goes wild! "Growth charts? Waist-high water? What about the marks for her first four years?" The lead in to the ad might read, "Preserving your memories in a flood depends on how fast you remove the water. Irreversible damage can begin in less than 12 hours. Can you keep up with your pump? With ours can, you can."

Little but NOT nothing may mean EVERYTHING when it comes to getting responses and results from your next marketing campaign. Try it and tell me how it turns out.

Email Greetings

email-marketing-e-mail-crmWow your customers with professional and personable Email Greetings. Choose an image from our large gallery or add your own custom design. It’s easy! These pre-designed HTML templates are much like Branded Emails, except you can choose from one of our high-quality, pre-designed graphics to go in the top.

Or, you can even create your own image design.