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.
You might not be able to answer this either
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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 supply company. He's very good at his job and makes great money doing it. We were talking about how difficult it is to explain his business simply because they do so much. He said he was working on his elevator pitch...
Me: Ok, let's hear it! What do you do?
Him: I help your business solve problems.
Me: Hmm...Ok... What kinds of problems?
Him: Lots of problems!
Me: If I need my kidney removed, can you solve that problem?
Him: Ha! No.
Me: My car makes a funny noise when I turn left. Can you solve that problem?
Him: No...
You get the point. Yes, he certainly solves his customers' problems. He's a great salesperson, skilled at identifying core problems and providing effective solutions. Yet telling someone you just met that you "solve problems" can be confusing and risk losing their interest. A LOT of problems exist in the world, so their mind is just going to wander immediately and get overwhelmed when they try to narrow it down based on context clues or the logo on your shirt. If you can't quickly articulate the problem you solve and why it matters in a couple of short sentences, you're probably confusing potential customers and losing business. It doesn't matter how good you are at what you do if people can't understand how it makes their lives better; you're not growing to your full potential (or at all). If you're sitting there thinking, "Hmm, I'm not sure I can answer the question of what I do simply and clearly, either," then we need to talk.
Make this year the year you, your team, and your marketing are all aligned on how to talk about your business in a way that makes your ideal customers WANT to take action and hire you. Schedule a FREE 30-minute consultation with me and take the first step to clear marketing and a growing business. |
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 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,...
Hi, Reader! 👋 If your website headline says any version of the following, you’re confusing your customers. “(City)’s Trusted (service provided)” “Your Trusted (city)(service provided)” “Number One (service provided) in (city)” Click through a dozen home services websites and you’ll run into variations of this several times. Attorneys...same thing. Probably a lot of Accountants, too. It's wild how many self-proclaimed "trusted" businesses there are just in your city. You might think it’s clear...