I am currently nose deep in a book called The Little Book of Hygge by Meik Wiking. It is the perfect anecdote to modern day living. Hygge means cosiness in Dutch and the book talks you through the joy to be had in silence, slow cooked food and candles!
Nearing the end of this delightful book this weekend, the author talks about the power of playing. When we were children, it was something we did everyday and did well!
So, why do we have to grow up? OK, I know why. However, it begs the question, where has the play element of our lives gone?
It’s those moments where you throw food, bounce on a bed or skip down the street that are now seemingly lost.
Consider, how can your brand reintroduce an element of play in to the lives of your customer? Whether it’s sending your customers a joke as opposed to a sales-driven email or adding a bowl of sweets to your counter top.. add an element of play to your brand and have fun with it.
This is that moment, the “Eureka” moment if you will where the business idea came to you like a bolt of lightning! It might have been taking the dog for a walk, or while collecting your dry cleaning.
For me, I was sitting on a British Airways flight from Gatwick to LAX, Appletizer in hand, feet dangling off the seat (I’m 5 ft nothing!), while looking over the soft white fluffy clouds, the idea of Storyteller came to me!
The story of my business started at this moment – the origin. This part of the story is the most important and a powerful tool. It works as a relationship -building exercise, and employs people to get on board with the notion of your business.
If you haven’t already, identify yours and use it in your marketing.
As we become more discerning in the way we consume, marketing has become in many ways, much harder for smaller businesses.
Although we have many more tools at our fingertips such as social media, we have to become more savvy with our content. The phrase “Content is King” is comes in to play here
Use social media channels, packaging, your website etc.. to tell your story, and here’s why!
- It builds memories
- It is a natural motivator
- It builds relationships
- It makes content exciting
- It makes something old, new!
P.S Don’t forget to use good imagery, a picture tells a thousand words x
Since time immemorial this phrase has been banded about! Whether you heard it from your mother or great grandmother; it referred to a time in which we were much more cautious in the way(s) we went about the world.
We are living in a time for innovation, and doing the very opposite of keeping apple carts neatly ladened, now we must upset that cart and innovate! I’m talking about in the way that we think and create. Whether you’re selling a beauty product or selling financial services. Push the limits, – of the company, of yourself, and of the industry. Be memorable.
Here ends the lesson 😉
It’s the year 2017 and no matter what line of business you are in, you are up against thew dreaded competition.
While others are fighting in the Google SEO boxing ring; some take a side step and attract new customers through the art of being different.
Through identifying your Unique Selling Point, only then can you build a strong marketing strategy from which to boost sales and appeal to the masses.
So, right now I task you to sit in a quiet space with a pencil (not pen!) and paper and consider what these are for your company. It could be your commitment to customer service, or your quality of product, hell it could even be that intangible essence that is your brand, whatever it is, and pick just one, write it down and then you have your building block for marketing your business. And remember, once you’ve got your USP- DO DO DIFFERENT.
There has over the last few months been a real tidal change when it comes to marketing… If you hark back some twenty years; brands shouted what they were to their customers and customers listened. Nowadays; most brands are much more open to being told by their customers what their brand is; with a few exceptions such as Apple who have a closed-door policy, because they can.
This trend has now reached smaller brands; our customers are feeling empowered through becoming little publishers and as such are more forthcoming with their brand feedback; telling us what we are as opposed to the other way round.
This is termed as Earned Content as opposed to Owned or Paid Content; and makes for a much more engaging and interesting brand story for you.
So here are my tips to help encourage forthcoming earned content:
- Incentivise customers to publish pictures/ videos or copy through competitions on social media.
- Remember to prompt them to tag you with your handle or a particular hashtag you might be using e.g #bestinthebusiness
- Applaud them for their marketing
- Enjoy the knock on effect!
Go have some fun with your customers and build your story together!