How to become part of your customer's story

Over the last few days, we've discussed getting clear on your unique value and identifying who will benefit from it most.

Today, we're going to go over the third step:

Becoming part of your customer's story.

Simply put, this is the act of showing the right people that you can help solve their problem.

Use simple words and visuals to position yourself as the solution they've been looking for.

Address their specific needs and desires, while also aligning with your unique values and point of view.

Do this both verbally and visually.

This could mean:

• Creating an identity that visually communicates your values
• Building a landing page that speaks directly to the problem you solve
• Sharing stories from other happy customers
• Running an ad on a select podcast that they listen to
• Getting press in a specific publication
• Partnering with a certain influential figure

For example, if you're a financial advisor specializing in retirement planning, you could align your brand by sharing success stories of clients who have achieved their retirement goals.

In your messaging, emphasize your understanding of the problem they face and your expertise in creating effective financial strategies.

Use visuals of content, retired people, and straightforward, confident language to position yourself as the solution for retirement planning needs.

Or let's say that you sell high-end organic olive oil.

In your ads you can acknowledge and educate customers about the problem that most olive oils are actually very low quality and that they're often being lied to by these other companies.

The visuals could show your growing and manufacturing process, making it evident that you're committed to the highest quality product possible.

Good marketing doesn't "sell" it serves.

We are offering our unique value to those who want it.

It's important to show that you understand them, can provide exactly what they want, and have done it many times before.

If you're having trouble figuring out what to say, or how to look, you can refer back to steps 1 and 2 ... or just reply here and I can help!

As with the previous steps, it's important to be authentic to yourself here.

If we try to fabricate something, we will likely not find the alignment with customers that we desire.

By directly addressing your ideal customer's interests and desires, and aligning it with your own experience and perspectives, you put yourself in a position to get the right people's attention.

– Charles

Song of the day
La Voyage by All The Day Holiday