Brad Besancon walks you through “Thinking Like Your Audience” and understanding the process your customers and future customers go through when deciding to utilize your product or service. In understanding this process and with the proper messages, businesses create connections and establish Meaningful Marketing with their clients. It’s beyond “selling” them!
Everywhere in today’s business world is the word Storytelling. You hear all the “experts” say…”Tell Your Story” or “Are you Telling Your Story Correctly?” But what does that mean?
Look, telling your company’s or brand story is critical in today’s business environment. Attention of consumers is at best “lacking” and if you’re not capturing their attention through stories or what I like to call “Brand Journeys” you’re losing. Telling your company’s story takes your Audience on journey, builds trust, and can inspire consumers, employees, and partners.
So how do you do it? I’ve put together 5 Simple Steps to consider when building your brand’s story and creating your Brand Journey.
#1. Be Clear
Brad: Hello everyone. It’s Brad and Robert again with our Clarity Clip of the Week. We’re still out here in DC because we brought a client up here to kind of understand the language of this city because we all know this city has its own language in congress and audience speak and everything else. And we brought him up here to talk a little bit about what Robert? They’re a medical company.
Robert: Well, their message to congress and how they could be affected by the regulatory environment. Once we had a brainstorming with them, we realized from our political experience that one line in a healthcare bill could wipe out their business model and they did not know that.
Brad: And they wouldn’t even know it, right? When you know it, when something like that happens in particular business categories, it’s too late.
Robert: So it’s sort of an example of what we do. We’re way more than content and social media. We kind of take a deep dive into your business.
Brad: Yeah. I mean we dive in headfirst to understand all the ins and outs, trials, tribulations, things that you need to be concerned about well beyond, “Hey, I need a new website. Can you guys write some social media posts for us?”
Robert: So we have a term called “audience speak” of understanding the audience language that is spoken. So you saw there’s a different language in this city.
Brad: Yeah. Let me tell you what. We’ve met with four, five firms up here, some of the top lobbyists in DC. Some of the movers and shakers if you will, that old school terminology, and there’s so many acronyms up here that I had to stop and ask Robert because he spent some time up here and knows what all this stuff mean.
Brad: And I was learning their audience speak.
Brad: I was learning their language and it’s – and just in communication, basic communication up here.
Robert: And we were trying to teach our client that you have to talk a different way in this city.
Brad: Yeah. You can’t just come up and shake hands and have a cup of coffee and everything. In fact one of the guys that we met with, a mover and shaker, even said, “You can’t trust a guy across the table from you because you don’t know what he’s about.”
Robert: Right, right.
Brad: Well, unfortunately that’s just the way it is.
Robert: So if you need help trying to navigate this place with your message, that’s something we do.
Brad: Yeah, we can definitely help you guys with that, especially when it comes to getting people involved that know this business, if you will, and know this language, so that you don’t have to.
Robert and Brad: That’s our Clarity Clip.
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Passion about Hot Rods, Muscle Cars, and all things automotive overflows at SEMA 2017 at the Las Vegas Convention Center. Robert Riggs talks to Jim Ring of the Ringbrothers about the custom muscle cars they unveiled and how it sets social media on fire for their business.
Robert Riggs: Hi, I’m Robert Riggs with Clarity and we’re here at SEMA 2017 with Mike Ring, the older half of The Ringbrothers.
Mike Ring: That’s correct.
Robert: Which I think I best describe as the Michelangelos of car customizing.
Mike: Thank you.
Robert: So let me talk to you about passion. What is the passion? You go through here, there’s tens of thousands of people in here. What is that passion?
Mike: I think you grew up with it or you’re influenced by something or someone at a very young age, and for us, it was just wanting to get out of a small town and trying to find a way to get out of there, and it was amazing.
Robert: So behind me is what I’d call an old school restoration truck customization and we baby boomers, we love that, so what was it in that car that you were doing it for yourself that knew you wanted to do it?
Mike: We’ve done so many cars and we really hadn’t been known for doing any trucks at all, and what’s nice about it is we didn’t have to get super crazy and it wasn’t to make a statement or anything, it’s just about making a cool little truck for the shop, so using the original chassis to start with was not normal for us and it was just fun, it was just fun.
Robert: So you got a new wave coming up of Millennials.
Robert: What’s their passion and do you see them – do you see Millennials some day as older adults being your clients?
Mike: I think the Millennials are going to demand a whole different type of vehicle. I hope they do. I’m really nervous that they will just take Uber everywhere and not even want a vehicle anymore. I don’t know where it’s going but I hope they do, but I think the technology with these kids and what they’re going to want, I mean, we’re seeing it the young guys that are working for us to be able to model things like I say in CAD, and create a car maybe that’s not even been out there – it’s their dream, and really, with technology today, there’s shops like ours that can build anything.
Robert: So you see basically scratch customized cars?
Mike: Scratch-built cars, yes, I really do, I think people that have the money are going to – they have a dream and they’re going to want to be able to create a – and a lot of the young people today could probably design their own car in some way that could bring to somebody and pull it off.
Robert: So do you ever just pinch yourself and say, “Wow, how did this happen?”
Mike: Yes, I mean, I come from a town of 600 and just think that people know who you are around the world sometimes. It’s pretty crazy.
Robert: So did you ever tried to race it?
Mike: No, not yet. I’m just kind of the one that is to do the bodywork and paint. My brother loves to just tear them up and chip them up, and he doesn’t care. I get a little bit upset with that but after seeing it done, the pressure is off.
Robert: Okay, well, hey, I appreciate you talking to us and understanding passion and the Millennials.
Mike: Yes, thanks.
Robert: Thank you, I appreciate it. Thank you.
Mike: Very much.