What’s the most important aspect of your brand narrative?
What people GET when they work with or buy from you!
This week we’re going to talk about how to talk about results.
Why is this important?
You must, must, must respond to the natural human inclination to ask the question “What’s in it for me?” I feel like there should be an acronym for this. “WIIFM” doesn’t have the most compelling ring.
Anyway, we are not going to buy from you or invest in your service just because you’re a nice person or because you’re really pretty. And we’re not going to buy from you because you have the sleekest design or the nicest headshot.
We are going to buy from you because we trust you can deliver the RESULTS we’re looking for.
So here are TWO ways to talk about results so that you make a compelling argument for the use of your service of product in the context of your brand story.
1. Talk about what the work has done for you, personally.
You don’t have to have a ton of testimonials or a huge cache of past and present clients. You can talk about what the work has done for YOU! You should be your work’s biggest advocate and guinea pig (meaning you aren’t the cobbler who has no shoes).
Do this by talking about your own before and after story. Talk about where you were before you found this work or this product and what it did to change your life, or a specific aspect of your life. Offer quantitative analysis on the ways your philosophies or products have changed your business or your life. The more specific you can be, the better, of course. Numbers are gold, here.
2. Talk about what the work has done for your clients.
Testimonials, of course, do a good job of this. But you should also be shining a verbal light on all of your clients’ achievements. Examples are the best way to talk about your work. Examples put the work in context, and they also let you talk about process while finally landing on results. Prospects get a taste of what it’s like to work with you. Real life examples of people who have engaged with you, completed the process of working with you, or have followed through and actually purchased are huge when it comes to building confidence in you among prospective clients.
Again, give specific anecdotes, offer numbers and precise results, even ask these happy past or present clients to do an interview so you know the precise impact of your work.
Tell us, have you ventured to talk about results when telling your brand story? How have you talked about the real-life impact of what you do?