When was the last time you read through all your marketing materials (websites, emails, one pagers, ads, etc.) to ensure your brand messaging is concise and that you’re telling the right story to your customers? And yes, we mean all. You need to audit your brand to transform your messaging.
If you are like us, it’s probably been a while. We understand that auditing your marketing can be a time-consuming task that is easy to push off. That’s why we wanted to provide these two quick resources you can fill out to guide you in the right direction with your brand messaging and ease the process of auditing your marketing.
The first resource is the Brain Audit Checklist which is a resource we created from the book The Brain Audit: Why Customers Buy (And Why They Don’t) by Sean D’Souza. In the book, D’Souza breaks it down through the analogy that your customer is waiting at the airport for 7 pieces of luggage and they won’t leave (make a purchase) until they have all the luggage. Many companies forget 1 or more of the 7 bags when presenting to their customer which reduces their selling potential. The 7 bags are:
- The customer’s problem
- Your solution to their problem
- Your target profile for customers
- Your resolution to their initial objections
- Testimonials from other customers
- Your risk reversal for the risk they take by grabbing the bag (making the purchase)
- Your uniqueness
Learn to talk about all 7 bags, and watch your sales grow.
Your customer is the hero (Luke Skywalker) in their own hero’s journey, and your product/service needs to be designed to be their guide (Yoda). The second resource is the 7 Elements of the StoryBrand Messaging Framework which is a resource we created from the book How to Grow Your Small Business: A 6-Step Plan to Help Your Business Take Off by Donald Miller. This framework will help you if you are struggling to perfect your brand’s story to appeal to and attract your customers. It will guide you step by step to:
- Identify a character who wants something
- Identify what conflicts the character needs to overcome
- Become a guide for the character who understands their conflicts
- Guide the character to a plan
- Call the character to action
- Help the character avoid failure
- Help the character experience success
Use this brand story to identify what you need to add/get rid of to create a consistent and compelling brand story with all of your marketing materials.
Check out our Resources page for more helpful articles and resources to elevate your business.