How can you, a coach or consultant, form a connection with your target audience? One that makes them feel fierce loyalty to you where they spread good word of mouth and help you achieve your goals.
What Your Branding Is and Isn’t
Other seasoned marketers will teach you technical strategies like video marketing, blogging, podcasting and more. They’re great at teaching the technical steps and talking about how your content can help you with search engine optimization (SEO).
However, these technical steps are not what attraction brand marketing is about. Anyone can release a video. Anyone can slap content on a blog or website. And anyone can record an audio file.
You are a special person to be able to embrace the concept of branding for yourself, a true leader who isn’t afraid to command the clout you need online to draw the very best clients. You can leverage the attraction brand marketing system to draw people to you, not drive them to you.
What does attraction branding mean? Branding to attract clients is not hype and not hard selling. Attraction means you present yourself online--as a brand--in a way that has people clamoring for more from you.
You make them addicted to you over time. They love your personality. They love your insight, and they love how real you are with them. Branding with an attraction element helps make you visible to those wouldn’t otherwise find your site online.
Word of mouth is a powerful thing. When there’s a buzz created about you specifically – people flock to you like moths attracted to a light. They feel warmth and comfort in your message, and people respond to that and want to be around it.
Live Your Tag Line
A tagline is a kind of brand motto. When ACPI was formed, two pilot groups produced two different tags lines for ACPI to test.
- Take on the role of a lifetime.
- Make a difference
ACPI still uses both in different marketing venues, and since we chose those taglines, I have noticed other online businesses copy them. That means ACPI did its homework successfully.
What is your branding about? What do you want to be known for? Do you want to be the marketer who:
- …has a sympathetic nature?
- …is very blunt and honest with people?
- …over-delivers in value?
- …carefully scrutinizes everything before you recommend it?
Whatever you want people to think about you is what your brand’s tagline should be created around. Many marketers use a simple, “To your success” closing tagline at the end of every email and blog post.
This is generic marketing, and it does work. Yet, how much better would it be if you could come up with something that people remembered and associated with you?
What businesses are you drawn to? Think of those who you yourself are attracted to in the world of online business. What drew you to them. What elements are they using to capture people’s interest and turn them into loyal fans!
This article focuses on customer stories. Let your customers do the storytelling for you at least some of the time.
Look at customer stories as a way to get powerful marketing materials. Your customers' stories and testimonials can be the most powerful tools in your marketing toolbox.
Start with compelling stories your clients already share with you - their testimonials. Share your customer's testimonials anywhere on your site.
- Work them into your sales pages.
- Set up a dedicated page for testimonials.
- Add a testimonials at the bottom of your email.
- Sharing customer stories on social media is another powerful strategy.
If you have a decent client base and your product is good, you'll likely see more and more testimonials as you start to use them. Current customers read them and decide whether to share a story of their own.
Pay attention to the emails you receive. If your readers are anything like mine, they'll write in explaining their situation and ask if the product or service is right for them. Use questions in your frequently asked questions emails and web page. Even if the situations aren't 100% the same, your target audience will be in similar situations and have the same issues.
Encourage your customers to talk about how they feel about what you have to offer.
- Has the information been helpful?
- Has that course on writing and publishing Kindle books inspired them to launch a series of how-to books?
- Showcase how clients can use your products and services. They are some of the best stories you can share.
- Share stories or articles that offer personal social proof.
Don't be afraid to ask your customers to share their stories. Is one successful client willing to share their success on your blog? . As you start to publish some of these customer stories, share them with your customer base and ask if anyone else would like to share. Eventually, you'll have a nice little collection of stories submitted by your clients who will not only help you market your products and services, but also show that you're the genuine person that's making a difference in other people's lives.
Storytelling is a great way to connect with your audience. Professional speakers use it all the time, but it works just as well online. Take a look at five ways you can start to tell stories that will help you get closer to your readers, build a relationship with them and earn their trust.
On Your Blog
One of the easiest ways to get started is on your blog. Don't be afraid to get a little personal. Share what's going on in your life, or write stories from days gone by as they apply to your niche and your content.
- Why did I start my business? Share the story of how you wanted to be paid for your natural strengths like listening or planning.
- What unique office or service can I offer? She the story of your passion for helping others?
For example, if your brand and your online business are about personal finance and reducing consumer debt, share how you were able to pay off $15,000 in credit card debt in under two years. Talk about the sacrifices you and your family made or how it has made your life easier today .
- What interesting discovery did you make about yourself?
- What made you want to close your business, and you had to struggle to know the next step?.
Via Social Media
Social media is another great place for storytelling. Get social, be personal and don't be afraid to share what's going on with you and your life.When I started this blog over ten years ago, all article were business oriented. Today, you don't have to mind those rules. Personalization is practically required for you to stand out, stand up, be seen and flourish.
Going back to our previous example, you could post how much fun your family is having at a free concert in a local park. The tool here is to ASK...either ask your followers to share their best free entertainment tips or point them to a resource on your site where you share your top 5 tips to do on the weekend without spending a dime. The pint is ask for a response of some kind.
In Your Email Messages
Start with your core message and your CTA (Call to action) for your email. Then come up with a story you can tell them that goes along with the action you want your readers to take.
- Do you want them to click through to content on your website?
- Are you making them an offer for a new video course?
- Use the story to get them interested in the topic or show them how learning what you're teaching in your class can either help them or hurt them (if they don't know what's in the course).
- You can also use storytelling in an email to open a dialog with your audience. Open up and get a little personal and they will follow suit. It's a great way to get to know your target audience better.
On Your Sales Pages
Stories are a great way to hook your readers and get them to read about the product you have to offer. Turn to storytelling to come up with a strong headline and intro for your sales pages and sales videos.
In Your Products
Last but not least, let's talk about using storytelling in your digital products. It doesn't matter if you're writing eBooks, creating coaching programs, or recording video courses, stories are a great way to illustrate your point. They make it easier for your students, clients, and customers to understand concepts and make them more memorable.