What People Really Buy (Hint: It isn't products or services!)
Disclosure: This post contains affiliate links, meaning I get a small commission if you make a purchase through my links, at no cost to you. However, I only recommend products I use and love.
Today I’m going to let you in on a little secret. 🤫 People don’t buy products and services. They buy stories, feelings, experiences, and results.
What do I mean? Well, for example.. When you buy a pumpkin scented candle, are you really just buying a candle, or are you buying the story you’re telling yourself? Here's the story: you light that candle for the first time on a cozy night, while enjoying a home cooked meal and a glass of your favorite red wine with your best friend, watching Hocus Pocus for the billionth time. The candle smells amazing, and the subtle flickering of the flame on the wick adds to the ambience of an already perfect night. 🥰
See what I mean? What you actually bought was the story, the feeling it gave you and the future experience you can't wait to have. (That’s how you justified spending $50 on a candle.) Even if it happened so fast you barely noticed it, even if it was just a glimpse. You didn't pick up the candle and just see a candle. I know, because our minds don't work that way.
This is exactly how branding works. Except YOU, the business owner, get to write the story. And here’s the best part: it can be whatever story you want!
Branding allows you to tell a story that gives your dream clients that warm and gushy feeling.. you know, the one that makes them whip out their credit card faster than I do when shopping for overpriced fall-scented candles. Brilliant! Don't you agree!? But here’s the catch. Without a solid brand strategy and design system in place, stories are not so easy to tell.
A good story is even harder to tell if you don’t know your audience. A four year old will find a story about a princess fascinating, while a 28 year old might be more interested in a story about a serial killer. (Dahmer, anyone?)
If you want to have success selling anything (and since you’re here reading my blog, I’m pretty sure you do…) you need to know two things: 1. who you want to sell to, and 2. what kind of stories they want to buy. Nobody wants to be a sleezy, cheesy salesperson because nobody—and I mean NOBODY—wants to buy from that person. This is why you need a brand strategy.
Our goal as business owners is to SERVE the people who need our offerings the most. We don’t just want to sell something, we want to make a connection with them that earns their trust.. so that we can then share our gifts in an exchange that ultimately benefits both parties. (I bet you didn't think of sales like that before, huh?!)
So maybe you’re thinking, that sounds great, Gretchen but where the hell do I begin? Friend, I’m here to help you. Fill out this form I’ll send you some info on how we can begin your branding journey together. I can’t wait to hear from you.
Gretchen
P.S. If you think professional branding is too expensive, consider this: how much is it costing you every time you lose a customer to your competitor who showed up with the right story?
Are you sick to death of...
- Feeling like a hamster in a wheel, chasing the latest social media trends?
- Trying (unsuccessfully) to "beat the algorithm" so your social media posts get seen?
- Posting on social media regularly, but not seeing much engagement, or any real increase in profits?
- Knowing you have amazing services and/or products to offer, but struggling to be seen online and getting crickets when you do reach out?
Girl, we need to talk.
Chances are, there's a lot you're doing wrong. I know because I was stuck there for a long time, too. But don't worry, I'm here to help you!
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