Your Customers Don’t Need More Information About Your Company. They Need to Know How You’ll Help Solve Their Problems.
"3 Things you might not know about BRAND"
I got an email with this subject line today from a new skin-care company I'm trying out, and had just made my first purchase.
This email was a hugely wasted opportunity. The whole email was about their company, how they operate, internal company values, and their accomplishments. Nurture content is one of the most valuable assets in your sales funnel, but this company got it plain wrong.
When I decided to try out this company, I got the info I needed to feel comfortable in making this purchase: I sought them out because they are environmentally friendly, sell high-quality products and address the issues I was looking for. I got enough info to drive my first sale.
So to drive a repeat sale, they don't need to tell me more about them. They need to share content that will actually help me. This is what I wished they would have sent:
- "3 ways you can proactively address signs of aging in your skin."
- "One small change can make a massive impact on the health of your skin."
- "Want to take your at-home routine to the next level? Here are 3 products we recommend for you."
Here’s how to pivot from talking about you, to talking about them:
As a general rule:
If you find yourself talking a lot about your company, that's a sign you need to pivot.
Everything you do as a company should be all about how you can be in the best position to help your customers. So: frame your content to be about how you can help your customer be successful. Your internal practices, values and philosophies should all be in pursuit of serving your customers, so put them at the heart of your brand messaging.
Think about:
Quick wins you can deliver to your customers.
In the above example, sending me an email talking about the company isn’t a win for me. At best it might be mildly interesting. At worst, it’s going to go unopened and hurt their email deliverability. Instead, always be thinking about creating content that’s going to deliver a win for your consumer in some way.
If you do need to talk about your company in any of your content:
You better be sure you're including 2 key elements: pairing empathy with authority.
If you need to talk about the awards you’ve won, the total number of customers you support, or the amazing mission statement your leadership team spent 2 years building, make sure to position this from a place of empathy. How can you empathize with the challenges your customers are facing? Position all your authority with empathy so you can once again put your customers at the heart of your messaging.
Takeaways:
Don't send me content for the sake of sharing content. Send me content that will deliver value, and build trust with your brand. It will increase open rates, engagement and ultimately drive repeat sales.
Most of the time, your customers don't need to know more about your company. They need help solving problems, and if you position your company as the way to do that (even in small ways), you'll be well set to retain those customers for the long-run.
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We help tech-focused companies implement the StoryBrand framework in simple, powerful marketing and retention.
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