Stories are attempts to share our values and beliefs. Story telling is only worthwhile when it tells what we stand for, not what we do. Simon Sinek
(This post was originally published on April 8, 2013. Over three years later, it remains as relevant as the day I wrote it.)
When you hear the word “marketing”, what is the first thing that comes to your mind? For some, it may be fuzzy, for some, you may think about the services and products you sell, maybe some of you are thinking about promotions, brochures or advertising. Or maybe some of you are saying, I have no clue, but it’s not my job. I am here to tell you if you are trying to sell something, it is your job. Your job as a brand owner is to give me a reason to believe.
I Feel Stories
When I hear the word marketing, I see, hear and feel a story. I always have. And now more than ever, both online and off, people want stories. They are looking for meaningful relationships with businesses. They are looking for your why. Your purpose, promise, and passion.
You see, there are so many products and programs and so many platforms to scream about them, about how awesome they are, and how they are so much better than everyone else’s. But guess what, the consumer is smarter than ever, and with all the noise in the marketplace, products get lost, but compelling stories stand out.
I Know You Cut Hair, But Why Should I Care
I never received a formal education in marketing. Yet I was responsible for marketing one of the biggest global brands of professional hair care in the world. And I was good at it. Why?
Because I did not see products as products, I saw them as solutions, as part of a bigger story and worked tirelessly to bring meaning and value to each and every thing I marketed. The same idea goes for your biz. Why should I come to you to get my haircut? There are a gazillion other options I have. Why you?
Creating A Relevant Story
When it comes to marketing something and creating a compelling story, I ask myself these simple questions:
1. Why am I creating this program, product or service?
2. What problem am I solving?
3. What is the brand purpose WHY) and promise (HOW)?
4. Who am I creating this for?
5. Why will they want my product, service, program or business?
Give Me A Reason To Believe, Please
So what’s your story? Your why? Your purpose, promise and passion? I want to know before I choose to engage with your business. And here is a hint. If it’s hype and BS, I will see right through it. If you promise me the world, I will doubt you. I want the truth. And I want you to give me a reason to believe.
Are You Ready to Create Awesome?
Are you an owner or independent entrepreneur and want to learn more about marketing your biz and creating compelling stories that connect with the ideal client you would love to serve? My A School for Owners online coaching program may be a good fit for you.
Check it out and as always, if you have any questions or just want to say hi, I’m listening.
Love + Awesomeness- Nina
PS: Our stories now live on multiples platforms, both online and off. To learn how to get your story onto your social pages, you may like this weeks Passionista Biz Tip About The About Section. Enjoy.
“Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” Seth Godin
About every other day, I get asked “Nina, where do I find content for my social pages?” And my answer is always the same, what is your brand story, promise, purpose and objective. When you know this, then, and only then, will you begin to find inspiration to create or curate (share other peoples) content.
This past week, I was inundated with posts on Facebook and Instagram about the hair transformations of Kim Kardashian and Jared Leto. Now let me get something very clear, this has nothing to do with whether I am a fan of either of them. But for those that follow me, you know I am obsessed with one of them. #teamjared
What I witnessed were so many hairdressers and trade publications I love bashing their hair (and hairdressers) and even posting a message to clients to NOT come (pictured above) into the salon and ask for a certain color. OMG, are you kidding me? I am confident most had no idea the impact these posts were having on their brand. Thus, my intense need to write this post.
Now, onto my point. Your content is your marketing. It is your story. Your brand. Your promise. And if you are using your Facebook and Instagram pages to help grow your business, then why in the world would you post anything that tells clients NOT to come in to see you or ask for a certain look?
Each day I work with passionate humans looking to learn how to engage authentically and effectively on social platforms to help grow their business.
In my lifetime, I have NEVER seen anything like the empowering opportunities the social web gives to creative small businesses. It is astounding. If used properly, of course.
The beauty of our world is that we are free to believe, share and post anything we want. All I am asking is that you understand the effects of your posts and are clear on your objectives for the platforms you choose to engage on.
Remember, your content is your marketing. Every post, share, comment, like (even what you are liking and commenting on other peoples pages)… Each moment is telling your brand story to your current and future clients.
What does your content say about your marketing? It matters.
Love + Awesomeness-
Nina
PS: A big shout out to @jasonbacke of @tedgibsonbeauty for being an awesome model of content that supports his brand. Well done!
