When you share the 'what's in it for me', you may win people's attention. But share that 'what's in it for us' and you begin to win their hearts.
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If you want people to do something, give them a plan. If you want people to do something great, give them a story.
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Data is important. But maybe it shouldn't lead the conversation about how we should design the engagement for prospects.
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We need to examine the motivations and emotions that drive our prospects’ irrational decisions..Here are a few good tools to do that.
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Before starting any discussion about the brand, focus everyone on your prospect’s idealized self. It will help your ideas become more meaningful to those you hope to serve.
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When we know our brand story’s hero, we create a very different story from the inward-focused, self-serving tale too many organizations tell.
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This one question can keep us oriented on what's most important. And keep us telling a story that has the opportunity to be something special.
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Brand strategies and frameworks need to get past the rational and embrace the magic that a brand can stir within us.
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The best brand language causes an emotional reaction. From laughter to goose bumps. Think about what emotion your brand can own as you work your way through these exercises.
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It's this kind of approach to brand language that helps a brand rise above in a commodity category. Not only creating distinction, but delivering the surprise and delight that every brand wishes for.
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After a couple of decades of accelerated executions, it has become apparent that more and faster does not equal inspiring and engaging. It's time to get back to thoughtful ideas that spark surprise and delight among those we hope to serve.
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Help your brand thrive by creating a little surprise and delight for those you hope to serve.
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Having this well-built structure opens the doors to a myriad of ways we can tell our brand story.
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Storytellers throughout the ages have known this secret – there is nothing like a villain to give your story real power. If your brand has any doubts, just ask your hero.
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All great stories have one. Is your brand ready to find the villain that will make yours great?
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With each step you'll identify the elements of your brand story. And begin to go beyond simply being of interest to those you hope to serve to becoming beguiling.
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You can try to tell others. Or you can opt to share something real. Share something illuminating, entertaining, or moving. Or maybe even all three. Think how irresistible that would be.
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Imagine no longer hoping people will tolerate our brand so that we hopefully have the chance to try and engage them. Imagine, instead, them looking forward to what we have to share.
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To be irresistible, we don't have to invent something magical about ourselves. We simply need to understand the irresistible aspirations of those we hope to serve. And then serve them.
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It's easy to push the functions and features in your brand story rather than find the more powerful emotional drivers that really inspire those you hope to serve. Don't get caught in that trap.
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