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How to Get More Clarity, Control & Profit Using Your Brand

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Jessica Knowles


Welcome to the vision2success digital marketing workshop, how to get more clarity, control, and profit using your brand, which will be presented today by Jess Knowles.

These are free regular workshops designed to help you take your vision and realise it into a successful business. 

The overall structure for the next 30 minutes to an hour will be a short introduction to who we are, what vision2success is all about, and an educational presentation on an aspect of marketing. We have expanded the content so you have more to take away. 

Today, I’m delighted to say we’ll be joined by Jeff Knowles who will be giving some ideas on how to get the best out of your brand. There will be a chance to ask questions at the end, but please feel free to drop into chat, we will be picking up the messages that are going out on the restream. 

Okay. So for those of you who don’t know me, business digital coach, got an MBA chartered IT professional. I’ve been doing this since 1984. And KUB, the company that supports vision2success, is both an agency and marketing consultancy.

So we can take you from the germ of an idea right through to implementation. And Jess has helped us with a few clients now with their branding, which has made it a very useful partnership. 

Charlie, my daughter, runs the agency. And I personally have worked with over 500 companies over the last 20 years. So we’ve been around quite a bit and done a lot. 

Okay, so why do we do all this? Well, we’re here to compete in the digital world, solve digital marketing problems, and build a community to support your marketing. 

And, and so we’re developing and app which will come out after Christmas, and in 2023 we’ll actually serve a community on the website as well, which was not only has marketing professionals, but also people who are learning our marketing, and marketing suppliers, so it will be a real community there to get support and help when you need it. 

So what is vision2success? We run the free Wednesday workshops. We’ve got the book drive sales with digital marketing. We have some digital marketing courses. And we are currently working on expanding that with a really big course on helping you develop your marketing strategy, taking it through to implementation into a costed plan. 

We’re just at the end that’s supported by an app. And we’re just sorting out one or two last bits of tech. Technology and the functionality that should be that will be free will be a basic version that’s free to use and obviously paid version that will got a few more bits and pieces in it. 

And of course, as a consultancy, we do have a rapid process for developing marketing strategy, and implementation planning. We don’t do branding. And that’s why Jess is here for those people who need branding support. 

The book is available on Amazon with 60,000 words, and three chapters on the overall process, and seven chapters on practical application.  

So today, I’m really delighted to be joined by my guest speaker Jess Knowles, Jess is a respected brand consultant and designer. And we’ll be delivering a presentation on how to get more clarity, control and profit using your brand. 

So in this workshop just will help you stop gambling with your marketing budget, by showing you how to get more profits from the activities you’re already doing. We’ll also cover one most common mistake brands make and what to instead and how you can use behavioural science to get more sales. 

Hopefully, by the end of the workshop, you’ll be able to attract and keep more loyal customers, profitable customers that keep coming back to for more. 

Perfect. So yeah, so I’m Jess. And like Peter said, any questions or anything along the way, please put them in the into the chat box. Put them on the event, tag me in it, if you’re watching through LinkedIn. And I can always jump back in with any questions as well. 

But for those of you that don’t know me, my name is Jess Knowles. I’m a brand consultant and designer. So what does that mean? Well, I make sure that your brand has everything that it needs to actually get profit from your marketing and actually bring in the right people to business and help your business thrive. 

Let me dive straight in to give you a little bit more of an idea as we go along. So what are you actually going to take away from this session? 

You’re going to take away tools that can help you bring more profit into the activities that you’re already doing. So I’m not gonna ask you to go away and implement things that you’re gonna have to start again, or start from scratch. I want you to look at what activities you’re doing now to get in front of people and how your brand can help you get more retention and more profit from them same activities. 

Okay. So a main thing we’re going to look out for that is we’re going to see what the likes of Disney, Special K and Apple all have in common, and it’s something that you can do as well. 

So this is something that will increase your profits more than 25% when implemented, right. And it’s something that not only big player brands can do, you can do it as well. 

So I’m going to cover that. And I’m also going to show you the number one mistake that a lot of businesses are making with the brand so you can stand out you can stand out from your competition, who are most likely making the same mistake. 

So what do I mean by the word brand? And I’m saying I’m a brand consultant, I’m saying you get more from your brand, okay, I get more profit from your brand. But what does a brand actually mean? Because the word brand is such an overused term within marketing and business. 

You can say, well, I’ll brand a bag, I’ll put my logo on it, I’ll brand some T shirts, I’ll brand an ad, I’ll brand, I’ll brand that. The word is over used to a point where it’s almost lost its meaning. 

So when I say to someone, what does brand mean to you, more often than not, they think visual identity. So the colours, the fonts, the logos, that’s my brand, I don’t need a new logo, my logo is fine. So my brand is fine. 

 In actual fact, your visual identity is only a small part of your brand. So 16%, actually, so there’s 84% More that your brand needs to actually thrive and communicate. 

And it’s no wonder that we fall into this trap of thinking that our brand is just our visual identity. Because when we set up a business, we set up and we do a business plan, and we need a logo to you know, differentiate ourselves to be memorable. And then we jumped straight into markets and in years gone by, and we forget to reflect back on that. 

And like I said, the term is overused as well. So that doesn’t help us either. So that’s all good, and well, but what else do we need? What is that 84%? How can you make sure that you have everything that you need to make your brand thrive? 

 So you need to make sure that you’re regularly in touch with your audience, you researching them, you know, the insights, you know what’s going on. Now, that’s the thing that we’re going to touch on a little bit in the next few minutes. So I’ll kind of put a pin in that one for now. 

But you also need to make sure you’ve got that internal and external culture. So not only how are you showing up in front of customers or clients, but what’s your staff culture, internal culture, like, there’s so many people, so many good, talented people looking for new jobs now. And they’re looking for brands that can be there for them, and help them and encourage them to grow. 

So you need to make sure that your brand has that culture, both internally and externally. You need to make sure you’ve got a message, you know, the right brand message that influences the reputation that you want, you need to make sure you’ve got your voice and communication style nailed. 

And obviously, visual identity, which is your your logo, your fonts, your colours, how you’re showing up visually, but then also strategies as well. So it’s all good, and well as creating this creating this beautiful brand, creating this beautiful message and this culture. But how do you put it out there? How do you go front of people? 

So your brand strategies will tell you what type of marketing will work for your brand. So is it ads? Is it paid media? Or is it more referral marketing, Joint Venture Marketing, core marketing? 

So your strategies will really help say, okay, this is your brand, and this is where you need to be. So I wanted to make that clear, so we’re all on the same page as we get through the presentation.

So why is that important? Now, you know, some of you might have been in business for 1020 30 years and gone, I’ve done fine with a logo so far, I don’t need all this other stuff my brand. Why? Why do I need that now? 

Well, in actual fact, we’re living in the age of the consumer at the minute, everything that we do as a company, as a brand as a business has to be about our consumer, we have to really know what’s going on for them so we can show up for them, because that’s what people want now. 

Just to give you an example, if we go way back to this timeline, you have the edge of manufacturing. So we all of a sudden could mass make things, so ford and sony me that anchored against that, that’s what people wanted. 

Then we had the age of distribution, we could transport things all over the world, you know, the country. So Toyota and UPS really anchored against this as well. 

Then we had the age of information. So all of a sudden, we had the internet. And you know, we could touch of a button, we could find out whatever we wanted to find out. We could ask Google any question we want. We could buy things from anywhere and know what the quality we’re getting. So Google and Microsoft really anchored against that. 

But now we’ve almost got too much information, we’ve almost got too much going on. And we just want to bring it back down to the brand. You know, we really want to know that the brand cares about us, whether that’s going back to our high streets rather than shopping online, or whether it’s shopping online, but making sure your brand stands by the same values that you do. 

So what we want and what we need is changed and that’s why it’s really important now that your brand is more than just your logo and you have these little other elements in it as well. 

So, again, you might be thinking this all sounds great, but I know that I can do it, I know that my customer service is spot on. I know that my customers are happy. But it’s still relevant for us to step out of that and really review it rather than just guessing that that’s the case. 

Because 80% of companies that say, Yes, we believe we deliver that superior customer service, only the 8% of customers actually believe that they experience that customer service. So there’s a huge gap there in businesses that believe they deliver and actually probably not delivering. 

So it’s always good for us to step back and check, are we actually delivering this experience that that our customers and clients want? What will that prevent in the long run as well, so a lot of businesses experience siloing within the company. 

So whether you’re a one man band, a small team, or a huge department, you’ve got huge departments. A lot of the times your departments don’t talk to each other. And so your sales and marketing team don’t really, you know, get together and review, your customer service team and your marketing team definitely don’t get together and review.

Even if you’re a one man band, you’ll put your sales hat on you go out networking, or be at exhibitions. And then you’ll take that off when you do on your social media and you put your social media hat on and go right, what should I post about today. 

So we do naturally silo ourselves. So to deliver that customer experience and to make sure I brand is standing out and actually has everything it needs. All our team needs to work together. That’s what’s going to deliver that experience. When I teams are siloed. Or when we’re siloed. That experience doesn’t come off.

So I talked about profit. And I’m saying that okay, improving your brand is going to increase your profit. But what you’re going to learn today, how is that actually going to help your profit? How is it actually going to help that bottom line? 

 So before we step into the activities that I’m going to give you to do when you’ve got some time, I want you to look at this example. So we have a customer journey map on the bottom corner there. So once you know what journey your customer has taken, you can then turn that into a funnel, so you can track that. And you can see, okay, how many people are jumping off? How many people where people coming from? How many loyal customers? Do we actually have all this information? 

So say you are running an ad. Okay, so you’re running ads, or it could be a Facebook ad, it could be Google ad. And you’re getting results similar to this. Okay, so you’re looking at this and going, Yeah, that you know, that look, that looks all right. And, you know, we’re getting 63% people purchasing from that 2% of people become loyal. 

So we know the lifetime value of our of our each customer, you know, over the five years, they spend, I don’t know 10, 20 30,000 pounds, we ourselves, yeah, that’s pretty good going. The money that we’re investing in this ad is is is coming off. But if you really looked at your brand, and reviewed it and did some of these activities that we did today, you could easily increase these percentages. 

So today, I’m going to show you how you can look at increasing that familiar percentage. So we’re going to look at your message, your brand message and how you can tailor it. So my people notice who your brand is and what you’re about. 

So now you’ve done that, say you’ve done that. And we’ve got now not only 87% of people becoming familiar with that message and recognising it, 91% of people are recognising it. So let’s have a look how that’s going to have a knock on effect throughout the whole funnel.

So because my people that are seeing your ad are resonating with what you’re saying, more people are going to consider that purchase. So now you’ve got 94% of people seeing that ad considering your purchase. 

Then that goes down again. And we’ve got 77% of people purchasing because they resonate with that message. Like we were saying it’s hitting the pain point to those struggles and they want what you’re offering. Then that means 25% More people will repeat because they do enjoy in that experience. They’ve not just bought it off or a whim, it’s not been a quick sale, you’re actually working with them. You’re solving a long, a long term solution.

So they keep coming back to you they keep coming back for more. And what does that do to your loyalty? It increases it by 10% So now you’ve got a 12% loyalty to it. 

So doing the activities that I’m going to go through with you today doing them to the fullest potential and really sitting down and getting to grips with them. You can have results like this in your ads as well. 

So what is it that Disney, Apple special K all have in common that you can do to you can do as well? So as well as all these other things and more there know about their audience. One crucial thing that I want to speak to you about today is the enemy. 

Okay, so Disney, apple and special k all know the enemy of the customers and they know it to a minut detail where they can show up in your biggest point of pain and give you that solution. 

So I’m going to show you today some examples of that to get you start thinking about what’s the enemy of your customer. So to bring it all to life, I’m going to show you these videos all these three videos are adverts for the three companies that I mentioned. 

And I want you to listen and see what the enemy of each of them videos is. I’m going to give you a few minutes to watch them and kind of really process them and then after the videos are finished, I will then tell you what the enemy for each is. 

So try and do a bit of a game with our spouse try and note down what the what you think that enemy is when you watch each video and then I’ll reveal that after we’ve done that.

So that was Disney. Have a think about what you thought that the enemy was whilst I get to the next one.

That’s an old advert that that would probably never get used today. It’s not the best advice is it but but they did well from it. Let’s have a look at Apple.

So I’m really interested to kind of see what what you came up with. So please tag me you know post in the in the events page what it is that you thought that enemy was for each of them brands. But I will reveal it now as well. 

So this net, the enemy of the customers is growing up their customers the people that are in charge Disney don’t want to grow up. You know they want to they want to stay young they want to stay a kid so when you go to Disneyland or if you if you’ve got kids and you’ve maybe gone to Disneyland with the kids, maybe they’ve not really got a clue what’s going on and you really go for yourself. You know you’ve had more fun than what your kids have had because they’re just a bit overwhelmed. They don’t really know what’s going on. Maybe they’re too young to understand but it’s an excuse for you to go. 

Disney plus whether you have Disney plus so you watch a Disney film at home. You know how many times have you put that on for again, maybe a child you know you son, daughter, niece nephew, and then all of a sudden they’re going off doing somewhere else and you’re still sad watching it, it’s giving you that satisfaction again, you know, it’s stopping you, you know growing up by your keeping you reminiscent of being a child again. 

So they’re really anchor against that. And they use that to show up in front of our time of need, you know, if you, you need a bit of pick me up, you might put a Disney film on, you might put Disney plus on little things like that. 

Special K, so the enemy of the audience for this particular campaign was that jeans feel too tight, which is quite clever, because whose jeans don’t feel too tight after you wash them. You know, whenever you wash your jeans, you’re always trying to pull them up. But again, they really anchored against this on drop a jean size even the language that you use in, in this campaign, it’s resonated with the people that will want this product. 

Apple, so the enemy of their customers is complicated tech, you know, just frustration with things being too complicated, even something as simple as losing your keys. How frustrating is it running around the house trying to find them and I don’t know, to a point where you put the spare key up, I don’t know, God forbid you don’t lock your door or something, you know, you really struggle finding them keys again. 

So Apple show up making things simple for you. The whole ethos around their business is making things simple for everybody to use and understand. 

So have a think, you know, after this session, really have a think what is the enemy that your customer has? Just to give you a bit of guidance on how you can do that. So different things that you can research will really help with that. 

So looking at their personality in detail, what are their traits or characteristics? You know, who are they as a person really looking into that? Not stereotypically? Not? What age? Are they? What do they own? What job role do they have? But who are they really? What’s their strengths are? What are they doing? Well, what’s in floor for them? What’s the weaknesses? What do they struggle with? What are their goals? What is it that they want, and a crucial one is what’s getting in their way? So you know what they’re good at what they’re not so good at and where they want to be? What is it that keeps coming up and showing up for them? 

So another quick example, just to help you with that Starbucks, the enemy of the customers is time, you know, they don’t have enough time of the day. So they’re going to Starbucks for quick pick me up, you know, having that moment of escape that moment of peace. And everything that Starbucks do revolves around that. The way that the the cafes are laid out, you know, the the way the taking them at the front, they make that process convenient, the way the train the staff is to make sure that everything’s quick, convenient. So everything that they do is anchored around the enemy. 

So I’m interested what you think that enemy of your customer or client is, if you want to drop me a message about that, if you want to tag me in your in your comment, I can get back to you, we can have more of a chat about that. But yeah, I really think what is getting in the way, what’s constantly coming up, that just keeps stopping them from being where they want to be.

Now we’ve done that, now we’ve looked at the enemy, I want to show you how you can communicate that because it’s all good and well knowing this enemy. And a lot of businesses know that enemy of their customers, but they communicate it in a way that just blends in into the noise. They don’t stand out from competition. 

So maybe they’ve done a lot of groundwork in qualifying some of these prospects or leads, you know, maybe you’ve you’ve delivered them and shown them what the solution is. And then all of a sudden they buy from your competitor they buy from someone else. If they’re doing that your message is just blending into the noise. And people start then comparing you on price, how you visually look, you know your brand, not you know how your brand showing up, you know, you logos and things like that. 

So you don’t want people to compare on them things because they’re easily to the easy to switch when they do compare on price and things like that. You want people to be involved and invested in what you’re offering. 

So a big mistake that businesses make and fallen into this trap is leading with the logical functional needs and benefits that they offer. So it’s no wonder we kind of lead with this. 

If, if you’re familiar with some of the videos and lives that I’ve done. You might have heard this story before, but it’s a good one that I do like to share. So when we’re shopping the things anything, and say we’re going down the supermarket shopping for orange juice, again, I always use this example because it’s a really simple example to use. 

But when I’m shopping for orange juice, I’ll pick up a carton, I’ll make sure that it’s got fresh oranges in it. So you know I don’t want any of this not from concentrate stuff. I want to make sure it’s proper oranges. And I want to make sure it’s a mobile job because I’m not going to spend 5-10 pounds on a carton of orange juice. 

So they’re the two things that I look at and got yet 100% oranges and it’s in my budget. I’ll put it in the basket. So consciously I’ve made that decision based on the logical reasons know the price the ingredients. But that brand has actually done way more to us and more to me in advance to get me there in the first place. 

So maybe it’s a brand that my mom used. And every time I open the fridge, I kind of get that that little sentimental feeling subconsciously. Maybe the way that packaging was designed made me reach for that one, even though the the carton next to it might have, I don’t know, had 100% oranges and even cheaper but the packaging omitted pulled me towards that brand, and the design. 

Or maybe they did an ad for you know, in between, I don’t know, friends when I’m watching friends on Comedy Central, maybe in between friends, there was an advert of this orange juice and the fact that the it was fresh orange, it showed you where the oranges are from and that stayed in my memory. 

So what we can do is lead with that emotion so then we’re getting in people’s subconscious and the back end of the decision making process. So then when they do decide the already invested emotionally into that decision. 

So when we launch a business because we consciously make decisions on a logical basis, it’s no wonder that we forget about that emotional side. So my reminder for you today is get back tuned in to the emotional needs and benefits that your customers make. So that’s the biggest, biggest common mistake that I see brands making. 

So all good and well. But how do you stop doing that? How do you stop falling into that habit? Now these three companies, very famous companies, we all know who they are, they all have one thing in common. 

So again, tag me in what you think coming in the box what you think they all have in common and Burger King, Bounty, and you’ve got safe style.

So you’ve probably guessed it, they’re all leading with logic. They’re all leading with numbers, figures, you know something that’s going to make you buy maybe on an impulse and not on a functional basis. 

So Burger Kings fries for a percent less fat 30% less calories, bounty it two times more absorbent, so you can use less none of this is triggering my emotion right now this is just ease and safe style you buy one you get one free. 

The problem with this is it might work initially and getting some quick sales. But as soon as McDonald’s come and say our fries have 20% less fat and 15% less calories. You’re gonna go there instead. 

As soon as Andrex launch this kitchen roll and go we’re stepping into the kitchen roll market. Our kitchen rolls now four times more absorbent than new one that you use and now, you’re gonna go to Andrex. If you’re ready to buy your new windows from Safe Style UK because his buy and get one free’s encourager, but a local supplier says well actually, you know buy one I’ll give you two free, where you’re gonna go, you’re gonna go there. 

So this is the issue with this logic leading with your logic people are just going to switch instantly you’re not going to get that loyalty that retention, which is what really brings in the profit to the business. So let’s look at some opposite examples. Again, okay, so we’re gonna look at Disney again. 

I’m not gonna play that video again because obviously you’ve just seen it but Disney lead with experienced on their, on that advert that you saw a few minutes ago. I didn’t say the offers that they’ve gone on they do some time of offers don’t know but they didn’t lead with that. 

They didn’t say come to this near because you know, you kids can come free. They’re leading with the emotional benefit that you get from it. And then they’ll just say, Oh, by the way, did you know your kids can come free and you’re like, oh my god I’m sold you know I’m in because you’re already invested in that decision. 

Airbnb also do this really well as well. They lead with the emotion, they don’t lead with price location logic, they lead with the emotional benefit that you’re going to get from that experience. So let me play the video and it can really bring to life that that lead in with logic what I want you to do when you’re watching this is just sit back and properly watch it because I know we don’t watch adverts all the time but probably watch it and feel what emotions are coming up for you. 

You know what is it that’s coming up that might make you want to take action? Because whenever we’re thinking emotionally that’s what triggers action. We’re like okay, I need something to do with this out. What do I do where do I go? So just check in with yourself what is this advert making you feel?

So a big reason I like that offer is because it didn’t say anything did it about who they are and what they offer it until the very end it was just pictures being shown. And only at the very end they put there’s room for everyone kind of come to Airbnb and that’s it that’s all it needed it didn’t need like you remember that says that allows very didn’t need all that much sheltering and you know, Baumann texture opened up in the corner and all that energy didn’t need all that, because it was leading with that emotion, and it was her getting you feel and not just watching. 

So I’m interested to kind of know what emotions came up for you in that. So again, tag me comment in the video, and I’ll alone, I’ll scroll for them after about after I’ve finished. 

So how can you do that? So say you’ve done the enemy exercise, you know, that enemy of your, of your customers, you know, what’s showing up? What’s getting in their way on a daily basis? And you’re like, wow, okay, that’s great. Now, how do I communicate that? What what is the emotional benefit of that? 

So what I want you to do, as well, if you’re watching on the replay, and please just pause, you know where we’re at. You know, after I’ve explained what, what I want you to do, and just spend a couple of minutes, it doesn’t have to be hours. And again, you can touch back on this on a later time later, dare I even do it with a team as well, that’s always a good way of doing it. 

But what I want you to do is list you can just be 1-3 at the start, but list a few logical reasons your customers buy from you. Okay, so a good way of doing this is having post it notes out in front. Yeah, this is how, how I do it with my clients, we all get in a room. And we have post it notes in front of me. And on each post it note, we write one logical reason people buy and make sure I’ve got plenty of different colours. So each kind of reason has a different colour. 

But get them all out in front of you. Okay, pause this video here. And have you ever think and then logical reasons. To help you think of some if your mind is getting a bit blank on the screen, here’s some examples. 

So maybe the product or service you offer works better than anything else that they’re using. Maybe it’s saving them money, maybe you know, some that you got discounts and offers and things like that. So maybe you’re serving them on it. Maybe what you’re offering simplifies the life, you know, maybe it’s if you think of a, an all natural organic energy drink, if you will, you know, maybe it’s one of your five a day as well. 

So it’s simplify as you try to fit in more fruit and veg in your diet. Maybe it simplifies the life. Maybe it makes them healthier. Maybe it saves them time, you know, like Starbucks does. Or maybe there’s a sensory appeal about it. Maybe your product or you know, a particular product, maybe it feels better, it looks better, it smells better, maybe there’s something about it that that gets people through the door.

So once you’ve done that, what I want you to do now you’ll have all these post it notes in front of you whether it’s 123 iron, or half a dozen, I want you to have a look at them. And I want you to think for each one, right? What is the emotional game that my customers get from this logical reason? Now, this all might sound really simple. 

But again, it’s just stripping it back down to basics and getting us in our customers shoes. Because we don’t do it enough to where we don’t sit and reflect on what our customer what’s going on for our customers enough. So, for each one, I want you to think that okay, how is this benefiting my customers? Why? What are they feeling after experience in this? So some examples? 

If something works better than what they’re using now, maybe they feel free because it’s one less thing they have to do. There’s a weight off the shoulders, and you know, they just feeling free feeling free is an emotional benefit, isn’t it? If something’s saving the money, maybe the feeling more in control of the budgets, being in control, but that’s such an emotional place to be, isn’t it? How frustrating and how complicated and exhausting is it to be out? have control. 

So maybe your product gets people back in control. Maybe they feel optimistic after, after experiencing your product or service, you know, something simplifies the life, they’ve got more energy more and more motivation to do something else, you know, to keep going. So there’s that optimism there. If they feel healthier, then they feel more themselves. Don’t you feel lighter, again, coming back to free and being optimistic that you’re feeling yourself uncomfortable in your own in your own skin almost. 

Saving time, you’re more motivated to do more, you’ve got that energy. Can you also see off some of these overlapping as well. So if you feel unmotivated, because you’ve got more time, you’re going to feel optimistic, because you think, oh, what else can I get done in this time, you’re going to feel more in control, because you’re getting more things done. And if there’s that sensory appeal, again, maybe it feels comfortable, what is that feeling that they get from that.

So again, pause this video here, if you’re watching on replay it and spend a few minutes on doing this, do it again, with the team, you know, next time you do in a team building kind of meeting or you’re doing your next marketing catch up, do this kind of activity, get your sales, customer service and marketing team all together and get them to spot things because the map is something that your customer service team is seen on a day to day basis. But because they’re not communicating it to your marketing team, you have no way of doing this kind of activity around it. 

So maybe bring people from them different departments together to do this exercise. So now you’ve got that now you’ve got some, some inspiration to go forward. What I want you to do is any messages that you’re doing any communication, so whether it’s a LinkedIn post, a social media post, a Google ad, or Facebook ad, a printed magazine, a sales, call a customer service, catch up, whatever you’re doing to communicate to your audience, I want you to leave with the emotional part first, and then just justify it. 

So leading with how frustrating is it to be out and control your budgets and your money on what you’re doing? How would it feel to be more in control of that? Well, actually, I productize service will save you that money to do that. Imagine feeling more motivated in the day feeling more optimistic, you know, well, actually, we can save you time to give you them feelings. 

So you can see all these messages just off the top of my head, they’re all almost well, they’re all so much more powerful than will save you this time will save you this money, it brings them in emotionally. And as I touched on before some of them overlap. So you might find and I’d be really interested to know if you do so please let me know if there’s a common theme between your different logical reasons. 

So maybe there’s a golden thread that connects them all together. So like I was saying, if if your product works better, it saves time, and it simplifies the life, you could feel an optimistic is an emotional benefit of all three things. So that’s your one leading message then. 

So take away all the clutter of everything else that you’re communicating, and lead with that one emotional message and justify it with all the different logical reasons. So it’s a really powerful, powerful thing to do when you take the time to really, you know, register, what’s going on for your customers and how you can show up to to tell them, hey, look, we get it, we’ve got a solution, fire come to us. 

So quick recap. As we’re coming to a close, what I want you to start doing going forward is stop encouraging that rational purchase that lead in with that logic, because that’s the biggest mistake that businesses are making.

And without truly understanding what your customers need, you won’t be able to do that. So without going through the enemy kind of exercise without making sure you’ve got a full brand. Again, if you if you still a bit like oh, what else you know, how can I make sure my brand is full? How can I do a bit of a an audit to see what percentage of my brand I actually have? And drop me a message. We can work through that. 

But what I want you to do instead is read ports and find real insights. When you research and about your customers don’t just go off data, you know, 77% of people want to do this. 23% of people enjoy this. Find out what people are actually saying, if you don’t have a lot of reviews, or you’re not so sure where to start to get that information, even look at your competitors reviews, what what’s showing up there, what’s the common theme that’s showing up in what they’re saying about them and try and find what that enemy is what that challenges what’s getting in that way and lead with them with that emotion and justify with the logic. 

That’s what’s going to make people keep coming back for more we brand building that retention and bringing more people into your brand that funnel that I showed you at the beginning, it’s going to increase all that profit and get you more sales and more reputation to your business. 

So, again, if you really enjoyed this, if it’s really opened up some conversation, some insights, follow me on LinkedIn. Obviously, if you’ve, you’re watching this via LinkedIn, just click on my profile. And I’ll put a couple of links in the comments as I finish up. But yeah, connect with me every week, we’ve got a live where we go through things around business. 

And so whether that’s funding marketing, sales, whatever it is, we were talking about something relevant, and also have got a guide that you can download. So five ways to increase profits with loyal repeat buyers. So one thing that we covered today, it’s just one part of that guide, there’s four other things that you can do. So scanning QR code. And again, I’ll put a link in the comments, if you’re catching up on this after. But download that, have a read of that and see what else you can be doing to get in more of these results. So let’s get him back over to Peter, if I stop sharing. There we go. Oh, you’re muted.

Okay, thank you very much, Jess, that’s been really, really useful. And I can’t emphasise enough how much how important it is, to us just that to look at the emotional side. We emotion sells the light and the logic, then backs it up. But if you say again, well, emotionally, you? You haven’t you’ve not started the process. So thank you very much. I think it was really useful. Is it what is the one thing that you would take away? What was the one thing you’d want people to take away from today? The that one action if you like, it’s really important.

Definitely leading with the emotion so whenever you write in anything, just review when you when you proofread in anything, just think, am I talking about the emotion first? Or am I talking about it after? That’s something so small, even a post it note next year computer that when you proof in any content? Or anything going out? Are you talking about that emotion?

Yeah, I totally agree with you. Absolutely. Well, thank you very much, Jess, we, the OB everybody fell in, this is us, we did recordings, and the transcript will be on the website early next week. The person who does the transcript is in a way the next couple of days, and then we’ll be sending a link out to everyone who registered. 

So you can go back, I would suggest you go back to those exercises that just built into the presentation because I think that’s really powerful. I’ll be presenting the next event on the 26th of October on how to select the best marketing strategies for your business. And will be developed at doing an overview of all aspects of digital marketing that you may like to consider when developing your digital marketing plan. 

And so to find out more, please book the event at Vision success.co and go to the events tab. And I look forward to seeing you on the 26th. So thank you very much for your time. And hope to see you in two weeks’ time. 

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