Sell Your Why
Why Is How You Stand Out
The stories you tell your audience matter. It is easy to tell someone what you do as a business and how it is different than other options. Many businesses struggle to regularly articulate the reasons WHY their business exists. Attention and money is at a premium and no business wins in a price war. Help your audience tell themselves a story about why they went out of their way to give you their attention or money.
Some people stop after telling someone what it is they sell. The nutrition facts on the back of the box doesn’t sell the cereal – the cartoon tiger does. Understanding exactly WHAT you sell is very important as a business owner, but won’t sell your product. Most people’s eyes glaze over when reading the product specifications.
Grocery Stores still send out coupons because price is the only way they can differentiate themselves. HOW a product is different than the competition is where a lot of marketing exists. The product might be made slightly differently, it could use new technology, it might be cheaper. Unfortunately, these advantages only sell products as long as money is spent to market them. Advertising HOW your business is different can be an effective strategy, but it is expensive and time consuming. Only the advertising platform wins.
Fans tattoo the logo of a specific motorcycle company. We all know who the founder of a tech company named after a fruit was. The difference is in the way those brands are sold. Using their products stands for something. Businesses that sell their why create customers who can’t help but talk about them. These brands become part of someone’s identity. Brands that consistently and clearly communicate their why become part of the stories their customers tell themselves about who they are. The consumers form the core of any organic marketing campaign – they can’t wait to spread your story because they see themselves as the hero.
Share Your Brand
Sell The Sizzle Not The Steak
Brands that stand for something help people tell stories about themselves. Excluding basic needs, people spend money to reinforce their own self image. The act of buying can be a very emotionally driven process – particularly in a world where we have an abundance of choices. Small businesses cannot compete with large corporations on price. Set yourself apart by consistently and frequently communicating your Why.
Brand Ambassadors Are The Best Advertisement
Brand ambassadors are customers who have fully embraced your why. They identify with the change you seek to make and want to help you along the way. Brand ambassadors become the advocates for your brand and spread your brand through word of mouth.
Loyal Customers Are Valuable Customers
Consider the costs of acquiring new customers – even free marketing has a time cost. Loyal customers come back more frequently and spend more money per visit. This results in less money spent to reach new customers, and more money brought in by each individual.
Learn How Brand Ambassadors Can 4X Your Traffic
Become a brand that connects with people on a deeper level. People who believe in what you stand for will go out of their way to share your story and encourage their community to connect. A customer can be considered a brand ambassador when they go out of their way to tell people they meet about your business. A brand ambassador is worth more to your business than the best ad campaign or sales person.