You can mold your story into something that consumers will value, or you can ignore it and have it molded for you. Check out the tips below to learn how to make your brand irresistible.
1. Know Your Audience – As the famous John Lydgate quote goes “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.” The point is, you can’t fall into the trap of wanting to please everyone or thinking that everyone is your target customer. No matter what your product or service, this is just never true.
If you’re a high-end Mexican restaurant, you might believe that everyone within 20 miles is your target audience, but most likely not everyone in the area can afford high-end meals, not everyone likes Mexican and many families choose to not eat out.
Knowing your audience and understanding their values can not only help you form the right message, but also help determine where you should be sharing your message. This will help you create an emotional connection with your audience and make you irresistible to all the right people.
2. Add Value – This is something that we take seriously at Dream Catchers, so much so that we’ve incorporated it into our mission to provide ideas during every interaction with our company. With so much competition out there it’s important to stand out, and you can do this by providing above and beyond value. Adding value can be done in a multitude of ways.
For us, we want people to know that we care about more than just making the sale, which is why we share free content like this. So put yourself in your customers shoes, what would help them with the buying process? Could it be styling tips? Recipe ideas? How-to videos? Rewarding loyalty?
Adding value doesn’t have to cost you anything, it could be as simple as making someones day better through humor. Look at the love Southwest Airlines has received by giving their stewards the freedom to share humorous announcements on the plane (not familiar? Watch this YouTube video). It’s simple, but people appreciate brands that share a relate-able personality.
3. Be Memorable – I’m sure you’ve heard the stats (or experienced it first-hand) that people are more likely to leave a review after a bad experience than after an average or okay experience. So lets make the experience above average and give them something to rave about.
I want you to get creative with one because it doesn’t have to cost you an arm and a leg to do. I was recently at an outdoor boutique shopping center and it was freezing outside. This would have been the perfect opportunity for one of those retailers to serve free hot chocolate, I know it would have been appreciated by everyone. It seems simple, but people remember thoughtful, unique experiences. For example, I will always remember the first time I stayed at a DoubleTree hotel and was served warm cookies when I arrived. It was a personal touch that elevated my experience.
Being memorable doesn’t always have to be giving something away. You can be memorable through exceptional customer service, providing food or drinks no one else has or in a way that no one else is serving it.
Some brands also strive to make themselves memorable through advertising. I’m sure that there isn’t a person in the US who doesn’t know the slogan for Geico insurance. They catch you with clever ads, but remain memorable for what they can give you; “15 minutes could save you 15% or more on car insurance.”
4. Be Worthy In Every Aspect – While this may seem fairly obvious, it’s still worth mentioning. The most amazing marketing in the world can only get you so far if you don’t deliver on your promises. Geico might have great advertising and a great slogan, but they wouldn’t be where they are today if they didn’t also deliver on that slogan.
Does your Dr’s office tout ‘we’ll treat you like family?’ Then follow-through and find ways you can make that true for every patient. For me, I just appreciate a doctor who actually looks me in the eye and has a real conversation instead of staring at their clipboard, eager to get through their required questions and on to the next person.
5. Don’t Skimp On Marketing – Most studies will tell you that a customer will make up their mind about a business within the first three seconds of visiting their website. If your website, your logo or any of your branding materials look like they are from the 1990’s or that they were written by your 13 year old niece, it is going to give your customers a negative perception of you.
If you’re a local high-end clothing store, and your branding materials don’t properly represent you, it’s possible that consumers will think you’re a second-hand store, causing you to attract the wrong clientele.
6. BONUS – Be Find-Able – You have something that people want, but are they able to find you? Are they aware you exist? A good digital marketing strategy will evaluate your products and target market and help put you in front of the right people.
Now I want to hear from you! Have you implemented one of these steps to make your brand irresistible or have you seen one in action? Share your experience below, you never know who you’ll inspire.