So, your product is super-cool. It’s got all these great features, it solves all these problems for your customers, and it’s crazy intuitive. I mean, it’s got it all, and now you want the world to know about it.
All you have to do is start telling people about all the features, what they’re capable of, and sit back and watch as the money rolls in, right?
Yeah…it doesn’t always work like that, does it?
All too often, you start telling people about your product, or service, or shop, or whatever, and their eyes glaze over as they smile and nod.
Maybe they murmur a faint, “sounds great,” but then they end up not buying, not coming to, or not using whatever it is you’re offering.
Why, though?
Your Brand > Than Your Product
Have you ever thought about the fact that maybe you’re just not a great storyteller? It’s okay if you aren’t. A lot of people are in that same boat.
You’re probably a great business owner. You’re probably an outstanding leader. You’re definitely a driven and smart individual, or else you wouldn’t have made it this far.
But for all your people-prowess and business acumen, you can’t seem to connect with people over your offer.
It’s a common trap that a lot of would-be marketers fall into. They start marketing too deep within the funnel.
-Gasp- Not another marketing blog post about funnels!? I swear this will be one of the only times I mention it. Promise.
What I mean by marketing too deep within the funnel is, you start beating people over the head with features, specs, and pricing right off the bat.
These are the things you tell people about when they’ve already decided to buy from you.
The goal of any good marketing campaign should be to get people to connect with your brand’s story, and I assure you that your brand’s story has nothing to do with features, specs, or pricing.
You’re a “Super-Fan,” and That’s Ok
It’s not your fault, though. Instead, it’s an artifact of the human condition. We can’t help but geek out over the things we’re passionate about.
I mean, have you ever had a conversation with someone who’s a die-hard Star Wars fan, or knows everything there is to know about comic books?
Now, don’t get me wrong, I love Star Wars and comic books as much as the next casual fan does.
But having a conversation with a super-fan about something like The Rise of Skywalker can sometimes be a quick way to steal the joy from an otherwise enjoyable experience.
It’s the same thing when it comes to talking about your brand.
No one knows more about your brand than you. No one can speak to all the cool features of your product or service with the same specificity and tenacity as you can…
And that’s awesome.
For you.
Or, as part of the sales process.
When the timing is right.
It’s not as awesome when you’re trying to turn that into content for a casual observer who’s on their couch scrolling through Facebook.
Especially when it’s wedged in between a picture of their grandma’s cat and their high school buddy’s dinner from last night.
Focus on High-Value Connections with People
Instead of focusing on features, specs, and pricing in the early stages of a potential consumer getting to know your brand, you should focus on adding value and connecting with them.
Allow them to build a relationship with you and your brand. And later you can tell them about your offering.
Display empathy, show compassion, help them incrementally solve their problems, bolster their online lives with actionable information, let them see you, and let them know the people behind the brand.
All this goes a long way toward the end goal of making a sale. But it goes even further once you realize that by investing in your Brand, you’ve done more than simply make a sale.
You’ve created a brand champion who will go out and advocate for you in the real world.
