When working with clients, one of the key activities we do early on is an exercise I call the 4Os. During the exercise, I ask clients to tell me what they hear from clients in each of the 4O areas: Obstacles, Objectives, Offer, and Outcomes. The insights are always interesting.
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Since we're not going through the 4Os together in this newsletter, here are a few other approaches to capturing your customer's words and crafting brand messaging that speaks to your customer.
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The Eavesdropping Bartender Approach
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Imagine you're a bartender. Your customer sidles up to the bar. They start talking, and you tune in. As you listen, you hear them say, "I feel like," and your ears perk up. Why?
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Because you know they're about to spill more than just their drink β they're spilling their desires, needs, and pain points, their 4Os.
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Listen Actively:
You can be a bartender online and offline, so be sure to spend time where your customers are, whether it's on social media, forums, or in person.
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Take Notes:
If you're in an online meeting, use a tool like Fathom to capture critical phrases and words your customers use, especially after they say "I feel like."
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Reflect:
Take the time to regularly review your notes to understand common themes or problems your customers express.
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The Power of Familiar Spirits
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Why does using your customer's language work like a charm? It's simple: familiarity breeds contentment. When you speak their language, you're not a salesperson but a friend sharing a drink.
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You're not pushing a product; you're learning about a problem they've confided with you over a casual chat - a problem that is causing them some emotional stress.
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Using your customers' words is like choosing the right spirit for a cocktail. Get it wrong, and you'll serve a drink that no one wants.
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To avoid that situation, you'll want to capture the power of familiar spirits.
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Conduct Audit:
Review your current marketing materials. Do they reflect the language your customers use?
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Make Adjustments:
Start incorporating your customer's words into your brand messaging, website, and social media posts.
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Get Direct Feedback:
Ask for customer feedback to ensure your new messaging resonates with them.
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Have you ever struggled to "find the right words" to describe what you do? The words that would perfectly describe to others how you help? If so, you're not alone. It happens to the best of us because it's hard to see the label when you're inside the bottle.
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Even using your customer's words can be challenging; after all, mixing in their words in the right order is the key to creating a memorable drink vs. one that blends in. Fortunately, that's where The Brand Messaging Systemβ’ comes in.
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The Brand Messaging Systemβ’ connects your words with your customer's words to create messaging that allows you to clearly articulate who you are and what you do.
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The Brand Messaging Systemβ’ helps your prospects feel like they're at a bar where everyone knows their name. Available as a 1:1 or community offering, The Brand Messaging Systemβ’ will help you avoid watered-down messages, speaking of which...
No Room for Watered-Down Messages
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Here's the deal: prospects have finely tuned BS meters. If your brand messaging feels like a watered-down drink, they'll push it aside. Your message needs to be as strong and clear as a neat whiskey β no diluting or beating around the bush, which happens when you try to appeal to everyone.
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Remember, you're not just selling a product or a service; you're offering a solution to a problem they're mulling over. Your message should be as refreshing and satisfying as their favorite drink on a hot day.
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Keep the following in mind while assessing if your messaging may be watered-down.
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Keep it Simple:
Eliminate any jargon or complex language to avoid coming across as confusing.
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Be Direct and Honest:
Ensure your messaging states the problem you solve without exaggeration, dilution, or ambiguity.
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Check Your Consistency:
Review your messaging regularly to maintain its strength and clarity. Check funnels, emails, and content to ensure they reflect your intent.
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The Cheers Effect: Building a Loyal Customer Base
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When you use your customer's words, you build a relationship where they feel understood, valued, and part of a community, like entering a bar where everyone knows your name.
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Incorporate your customers' words wherever you can to build a sense of community.
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Get Personal:
Like being an ace bartender, personalize your communications to make each customer feel special and understood.
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Build Community:
Create spaces (like social media groups) where customers can interact and share their experiences. Listen in on these groups because they will provide you with all the messaging you need.
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Engage with Your Community:
A community represents a group of people with shared interests, so keep in touch with your customers through newsletters, updates, and personal messages.
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Last Call: Key Takeaways
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To create brand messaging that speaks to your client, capture their words anytime you can - not what you think they said, but their actual words.
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Keep It Real: No fluff, no filler. Be as straightforward as a shot of tequila.
Listen Like a Pro: Pay attention to the "I feel like" moments. That's your gold.
Speak Their Language: Use their words, and watch your message resonate like a perfect chord.
Build Relationships: Be the bartender everyone wants to return to for the drinks and the experience.
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We've reached the bottom of our glass; it's time for you, the savvy solopreneur, to take these insights and shake up your brand messaging.
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Stir in your customer's words, shake off the unnecessary fluff, and serve it straight up. Don't let your message be a forgotten drink on a crowded bar top.
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