Trust is the currency of our time. It seems like no one trusts anyone anymore. Marketing, Politics, Religion, and, perhaps, simply being too online have led to divisions and skepticism across the board. To grow a successful business, people need to trust you. In "The Trusted Brand," I guide you through key elements of brand strategy, messaging, and psychology to help you build a brand that inspires trust in your ideal customers, so your business succeeds.
When Your Expertise is a Curse
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Hi, Reader! 👋 "WE'RE LAWYERS, NOT G*D D*MN MIDDLE SCHOOL TEACHERS!" This was yelled at me by an attorney in my first marketing gig. I was coaching them on writing blog content for their new website I had just built. ...it wasn't going well... I had spent a year as a personal injury investigator in the law firm. I talked to hundreds of clients and potential clients. I was well aware that the average education level wasn't high. Even if it was, people don't want to read doctoral dissertations on a law firm's website when they're in pain. At the time, I was using the Hemingway App to determine the grade level of their writing. This attorney? Graduate-level language. Not good. He could not understand why we needed to write on the client's level when he had a graduate degree and 40 years of legal experience. If You Confuse, You LoseIn the StoryBrand world, we often say, "When you confuse, you lose." This means that when people come into contact with your marketing message or content and are confused, you lose them. They bail and find someone they can understand. People trust what they can understand. Often, we don't realize that we're speaking above our clients' ability to understand. It's called the "Curse of Knowledge." The smarter we are, the harder it is to explain what we do in the simplest of ways. So, to help you, I've published a post on my website laying out 5 Ways to Avoid the Curse of Knowledge​ This will help you understand what to look for on your website, social media, and other marketing collateral to ensure you're not falling victim to the curse.
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​The Trusted Brand Newsletter
Trust is the currency of our time. It seems like no one trusts anyone anymore. Marketing, Politics, Religion, and, perhaps, simply being too online have led to divisions and skepticism across the board. To grow a successful business, people need to trust you. In "The Trusted Brand," I guide you through key elements of brand strategy, messaging, and psychology to help you build a brand that inspires trust in your ideal customers, so your business succeeds.
Hi, Reader! I spent a few days away with friends last week, skiing in northern Michigan. It was a much-needed break from the chaos of January. We all arrived on Wednesday afternoon. Four couples who have all known each other half our lives or more. We always go out to eat the first night, because no one wants to cook after being in the car all day. Sitting at the table that first night, over a local IPA and great pizza, I got to talking with a friend who works in sales for an industrial...
Hi, Reader! 👋 I don't know about you, but I tend to overthink the content that I put out into the world. I want the things I post to be extremely valuable, which often leads me to include too much detail. It also sometimes results in posting nothing. Most of us don't have bangers to post every single day, right? Maybe There is a Simpler Way? Sarah Jorgenson-Hallberg of Java Moose on Instagram One account I follow on Instagram constantly reminds me of how simple social media could (should?)...
Hi, Reader! 👋 Most small business owners don't realize that confusion is killing their business. Quietly, and sometimes slowly. Ideal customers find your website, land on your homepage, and aren't really sure if what you offer solves their problem. Even people referred by customers who love you, check your website and social media, aren't quite sure what you do, or if you're right for them, and move on. Here's the kicker... You read through your homepage and think, "Sounds good to me!" BUT,...