Here is a summary of this week’s lessons on Branding with hyperlinks to the blog if you want to review (or if you did not have time to read during the week.)
Branding I: How Much Transparency Is Too Much?
Branding II: The Art of Storytelling
Branding III: You Are Your Brand
Branding IV: How to Identify Your IDEAL Client
Branding V: Targeting Your Offerings for Bigger Profits
I study this marketing and branding stuff a lot.
Example: What do you think of when you see the anchor to the left? Navy, ships, boating… Good brand!
After I wrote the above five branding articles, I came across this video by Derek Halpern on his “Social Triggers” YouTube channel.
I’ve seen this discussed by three or four major marketers recently, not all using the same wording or nomenclature but all with the same message.
That is that you should not treat all of your customers the same.
They break them down into three categories based on how much the customer understands his own problems.
- The Informed Customer: Knows his problem and knows there is a solution.
Your advertisement to him should show unique features of how your product or service will solve his problem.
He will be ready to buy with a good explanation by your advertisement. - The Afflicted Customer: This prospect knows he has a problem but may not know the specifics of it, much about it or how to solve it.
Your advertising should target his specific issue and explain how this can be solved easily with your product or service. - The Oblivious Customer: This is the biggest segment of your target market.
These folks don’t know they have a problem and certainly are not looking for a solution.
A series of fundamental education is needed to get them into Category 2 (the Afflicted Customer).
You must develop some serious “know, like and trust” with the prospect to get this message across.
I recommend you listen to Derek’s explanation in this 11 Min video.
He explains this concept much more eloquently than I and it will help with your understanding: https://youtu.be/Xsu0KHBsvpE
I will be incorporating this into lesson IV before I compile these into an eBook.
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I decided after last Saturday’s “Rant” video to make this a habit.
Every Saturday I will make another “Rant” video and post them on this page: SubGuy’s Saturday Morning Rant for you to review.
It has an explanation of why I am doing this and a promise I think you will like!
Next week’s email series will be about the importance of building a good sales funnel.
It’s easier than you think!