Business coach and best-selling author Vickie Gould shares three tips to make potential customers feel good when they meet your brand.
By Vickie Gould
What do you think of when I say, “Brand?”
Colors? Logos? Pictures?
When I talk about brand, I don’t mean any of those things. The colors you’re using on your website, the photos you’ve taken in Paris and the fancy logo you made don’t matter as much as one thing.
That one thing is feeling.
Your brand, just like you as a person, isn’t about this outward stuff. It’s about the inside. You have way more substance, and your brand does too. It’s about how you make someone feel when they see your website, see your posts on social media or when you meet in person.
Times have changed. The know-like-and-trust factor isn’t the same. You don’t win people over as easily. There’s more skepticism in the online world, and people don’t just buy things they like — they buy things they like that have meaning.
As Maya Angelou said, “People will forget the things you do, and people will forget the things you say. But people will never forget how you made them feel.”
So how do you create a brand that evokes a feeling for someone? How do you make them feel good when they meet your brand?
1. Become a Great Storyteller
One of the most important things you can do for your brand is to share why you do what you do because people buy your why. In order to do this, you have to become a great storyteller. Great stories include a struggle, a journey and an a-ha moment. That a-ha moment is the reason you do what you do — it’s how you solve a problem. When you share your mission with a story, you get more buy-in and a stronger connection to your prospect which leads to more sales.
Tom’s shoes is the perfect example of giving you the warm fuzzy feeling. “While traveling in Argentina in 2006, TOMS Founder Blake Mycoskie witnessed the hardships faced by children growing up without shoes. Wanting to help, he created TOMS Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need,” the website explains. You get a pair of shoes while also putting a pair of shoes on the feet of a child who otherwise couldn’t afford shoes. Who wouldn’t feel great about that?
2. Leverage Other Influencer’s Platforms and Audience
Have you noticed that sometimes brands join together to make a bigger impact? They’re leveraging each other’s platforms and sharing each other’s audience. Generally, their target audiences are similar, and there’s a commonality among their businesses so that it makes sense to join forces. Even this article you are reading is a joint collaboration between SEEN Magazine and me. I’m getting in front of you, their audience, and I will share SEEN with my audience.
It could be that brands join together for a philanthropic mission, or it could be that they join together because it makes business sense. Podcasts are another great example of this. The host is an expert with an audience, and the guest is an expert with an audience as well. It’s an automatic third party endorsement and definitely a win-win for all.
3. Always Leave Them in Their Heart to Make a Decision
Selling seems to give people that icky feeling, but you can take that icky feeling out when you leave them in the heart to make a decision. The reason why leaving them in their heart is so important is that people buy from emotion and justify with their logic. If you leave them in their heart, you’re leaving them in their emotion.
As an online coach, I endeavor to make people feel confident that they can use what I’m giving them (and that it will solve their problem). They feel connected to me through my story, reassured that I see their struggle and understand because I’ve been there, and encouraged that they truly can overcome, even if I’m the only one in their corner.
As you start your sales conversation, get them excited, have a heart-centered conversation while they’re still evaluating if they’re going to choose you — what do you have in common, how do you want them to feel, how do you want them to think, what actions do you want them to take, teach them something valuable, share your relevant story and then invite them indirectly (i.e. “this isn’t for everyone …”) so that they can self-select, then end with a heartfelt truism or short story.
If you do everything before the invitation strong, your invitation can be light, and they will still raise their hand to say, “Yes, me!”
In the end, your job is to give them information to help them decide. Leaving them in their heart closes the deal for the right person.
Want more help to put your story together, learn to leverage it and have it heard all around the world so that you can become magnetic to your perfect client? Then I invite you to my two events at the Sheraton Four Points in Novi,. The Billion Dollar Brand Event will be held Oct 16-17 and Words Heard ‘Round the World is Oct 18.
Vickie Gould is a Law of Attraction business and book coach, best-selling author and speaker. She helps entrepreneurs to write, self-publish and leverage their own business books to share their story, grow their following, and create more impact, reach and clientele. She has written nine best-sellers such as “Hit Publish” and “Standing in the Gap,” and helped nearly 100 others to become best-selling authors as well. Visit her website and get her free book writing template at vickiegould.com.