- who you are
- what drives you
- who your target audience is
- what drives them
- … and what strategy makes sense for you – no cookie cutters allowed!
We abide by a marketing philosophy called StoryBrand, which has helped many successful companies develop their brand stories into something that resonates with customers. You could say we’ve “bet the farm” on this set of marketing principles, so much so that we are 1 of 27 agencies worldwide that are StoryBrand Certified. But we’re not here to talk about ourselves.
“So what? I have never heard of StoryBrand,” you might say – but believe it or not, you have – a tale as old as time, humans desire to tell and relate to stories. And the best stories are told in a way that invites others to be a part of the journey.
Every good story worth telling and hearing has these components: a character (or hero), who then faces a problem(s), who meets a guide, who helps the character develop a plan for success that calls them to action, driven to avoid what’s at stake if they fail so they can ultimately land in success.
So how does this relate to you and your business?
Traditional marketing has, for the most part, put a spotlight on a product or person. Now, we know there has been some success in “dangling a carrot” in front of people. “Spotlight marketing” uses the loudest megaphone to tell everyone how great the person or product is (while potentially bad-mouthing its competitors).
“Spotlight marketing” works for a season but isn’t sustainable – there will always be better products and potentially people than what you offer. But while people don’t always buy the best product or service, they do buy what they can easily understand. That is why words matter – what you say, how you say it with utmost clarity. If you confuse, you lose.
As business owners, you know that every dollar counts – what if you considered that your words and message hold equal value? You can have the largest marketing budget on the planet, but you are just throwing money out of the window if you do not have a clear and concise message.
Inviting potential clients or customers to be a part of the story is exciting – it makes them the hero and you the guide. This type of relationship establishes a lifelong raving fan – a partnership for your brand’s life. You want to be known by your clients and customers as a problem solver for any obstacle they may face that your brand can solve.
But your customers don’t know what problems you solve for them if you don’t tell them, if you don’t have clarity of message.
Clarity of message is the most potent marketing fuel that you can have as a business.
With a clarified message, you can make an educated decision on your website design and layout, marketing collateral, social media, targeted digital, and how much you balance traditional versus digital strategies.
People buy from people – they always have and always will, and the best way to connect with a person is to invite them to be a part of your brand story. But you can’t do that if you don’t use the right words.
At 14Forty Marketing and Consulting, we believe that every good company deserves every opportunity to thrive and be known! Give us a call and use our trained team to your advantage so you are known as the best and most clear option in your industry.