It can be really hard to get a date sometimes, can’t it?
I teach entrepreneurs in the outdoor markets how to build remarkable and profitable businesses. To make that happen, they need customers – or dates.
You see, in this era of online consumer research, connected consumerism and the sharing economy, people have a lot of options to date before they buy.
Your ideal consumers won’t buy from you until they date you.
When you’re creating the content on your owned media platform (your website, blog, newsletter, social media channels, etc.), you’re creating opportunities for them to experience your brand and business. Short content is like speed dating and longer content (such as a blog or newsletter) are actual dates.
Before I help you go hunting and fishing today, you have to start by knowing one very key thing: Your ideal customer is an actual person and your copy should be written just for him or her. You need to be disciplined and clear on exactly who you want to serve with your business to successfully attract that profile of a customer. Keep in mind, that if you’re trying to serve everyone, you’ll be remarkable to exactly no one.
The people who are going to date you want to feel that you’re creating solutions (and content) just for them.
Okay, now that we’re clear on that important point, here are three ways to get more dates with your ideal customers through your brand content:
1 – Make yourself attractive – What if content marketing was similar to the weight loss or beauty industry? Well surprise, it is! Your content marketing is how people experience your brand – it’s how you appear to them. When you do the work to identify your target customer (who you want to date) you have to be the company that would attract that person. The more you find out about them, the more problems you can solve and the better you can serve them. Showcase the solutions your business provides that your ideal customer needs in your content and in how you serve your customers, fans and followers.
2 –Chivalry is so not dead – What’s the equivalent of chivalry to your ideal customer? Find out and keep doing more of it. Give them prizes and freebies, over deliver and consistently surprise and delight them. And yes, you guessed it! You can only do this effectively by getting to know who it is (exactly) who you want to serve. When you operate with this mindset, you’ll show up when you say you’re going to show up and you’ll aim to be remarkable. When someone subscribes to your list, let them know when they’ll hear from you and how you’ll be building value in their lives. Then deliver. Rinse and repeat.
1 – Create an emotional connection — Use brand storytelling to create an emotional connection with your ideal customer. You’ve built trust, you’ve worked hard to woo them, they’re clearly interested in your business. Now, let them into the inner circle a bit by letting them get to know you through brand storytelling. Start by telling them your founder’s story. I wrote a post on that last week. And, if you want to learn how to write your founder’s story, you can download a free guide on the home page of www.livinguber.com.
When you create an emotional connection through storytelling your customers become brand advocates. That’s when they want to share with their friends and family – and basically anyone who will listen – how amazingly awesome you are.
Could it be true? They’re falling for you! Or. …. Fish on!
Whoa – things might be moving too fast. …
The emotional connection is extremely important, so let’s talk about that a little more.
According to a post written by the Brand Strategy Insider (BSI), Emotional connection can take your customers beyond brand loyalty to the ultimate measure of a compelling brand: brand advocacy.
While it goes without saying (at least to me) you want to focus on creating emotional connections on the positive side. I mean, who would want to emotionally connect on something that makes you mad or depressed? I wouldn’t revisit a brand if it inspired that in me. Just in case you’d like more clarity and direction on how to emotionally connect on specific emotions, Foundr Mag’s blog has a good feature on it.