Avsnitt
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Differentiation in business involves embracing your unique strengths, experiences, and passions to create a distinct value proposition that sets you apart from competitors. It’s not about being different for the sake of it but authentically showcasing what you uniquely bring to the table.
Understanding your market and analyzing your competition is essential for effective differentiation. By comparing your strengths, experiences, and positioning to those of your competitors, you can identify what makes your business stand out—whether it's a specific expertise, a unique customer experience, or a particular result you consistently deliver. Rather than fearing competition, use it as an opportunity to refine and communicate your unique value.
Effectively communicating your differentiation is crucial. Through branding, marketing strategies, or sharing your story, consistently highlight what makes you and your business special. This approach not only attracts your ideal audience but also helps build a strong personal brand.
Remember, differentiation is an ongoing process of self-discovery and expression that ultimately helps you zero in on the legacy you want to leave.
Quotes
“One of the things we spend a good amount of time on in the strategic process is really helping people understand how they're different. Different in their marketplace, different than their competitors, and different in a way that helps them stand out, not just from competition, but just stand out in general.”“Trying to be different and just being different are two very, completely different things. And I think the more we are our authentic and genuine selves, actually, the more different we are.”
“You are the biggest differentiator in your business.”
“You do have to look at your competitors, look at their experiences, look at their strengths, look at their positioning, to understand how you have to differentiate yourself.”
“I don't believe in fearing competition. I feel like there's plenty of business out there for everybody.”
“Our internal 13 year old self might hear that and get really freaked out by that, right? Because all we want to do in our teen years is fit right in.”
“We talk about soul a lot in this show, but really thinking about, you know, what is your purpose, and what are you here to do in this life that you're living?”
“In order to know where you're going, aka goals direction, you have to know who you are, and you have to reverse engineer the goal setting into impact.”
“Once you do get clear on what makes you different, you have to communicate that.”
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We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!
When Saima Rathor and Patricia Gallardo met outside their children’s preschool 15 years ago, they never could have imagined that one day they’d be founding a company together.
The two women struck up a fast friendship, and over a decade later they turned their shared passion for the transformative power of beauty products into EpicLight Beauty: a line of clean, multi-tasking products for women aged 35+ that break the standard mold of beauty.
EpicLight Beauty is inspired by Saima and Patricia’s rich Latina and Pakistani cultures. Their products address the changes in women’s skin, different ethnicities, and the beauty industry's perception of real women. The result is a celebration of women of all skin tones, ages, and skin types.
Since they launched last October, EpicLight Beauty has been featured in outlets like People Magazine, ABC News, and Beauty Independent.
Launching a Product-Based Business
After securing a product developer, manufacturer, and packaging company, Patricia and Saima started hitting the pavement – attending trade shows and making phone calls. With Patricia’s background in product development and Saima’s in finance, they made use of industry contacts and spread the word.
After a successful pre-launch campaign, they launched in October 2022. Initially, they sold direct-to-consumers online and through local pop-ups, but soon they opened an Amazon shop as well. As the company has grown, they’ve brought on help with their social media and now work with a team of influencers and content creators.
To avoid the pitfall that many product-based businesses fall into, Saima and Patricia have been careful to limit their skews. They focus on a select few products, all of which are multi-tasking and work for a variety of skin tones.
Building a Community Around Your Brand
EpicLight Beauty is entirely self-funded, which makes their growth even more impressive. From day one, Patricia and Saima prioritized building a community around their brand. Most of their marketing efforts center on the human connection and meeting their customers in person at pop-up events and tradeshows.
Their PR strategies have also focused on relationship-building. By reaching out to editors and making a connection, Patricia and Saima have been featured in major publications and even had their products featured in the Oscar's goody bag! They’ve also built a successful partnership with Erica Taylor, a well-known artist and educator in the beauty industry.
Many of Patricia and Saima’s industry connections and publication features have happened through word-of-mouth – something the founders credit to their network of fellow moms.
Throughout all their marketing efforts, Patricia and Saima reiterate how important it’s been for them to listen to their audience. Their tagline, “We see you because we are you” captures the heart of their brand.
Enjoy this episode with EpicLight Beauty Founders Saima Rathor and Patricia Gallardo…
Soundbytes
8:21-8:55
“As I got older, I realized I still loved makeup but I didn’t see myself represented in the brands. So that’s one of the things that led Saima and I to join in this process. I still see myself as a young, vibrant woman who likes to look good. I like to go out, I like to have fun, and I didn’t see that in the brands I was buying.”9:53-10:05
“We don’t have a lot of time anymore. Before kids, I could spend an hour on my makeup. Now it’s like, ‘What’s something quick I can carry around with me?’ We’re all about convenience these days.”22:41-23:02
“Of course we want to grow and become really big, but it’s more important to have an ear on the ground; listening to our friends and women of our age group, understanding what they want and what they want to see. We want to build more relationships. That’s how we plan to grow.”Quotes
“It’s just the feeling that I get. I can have the worst day, and if I go and put on lip gloss that I love, it makes me feel better. It has an emotional impact.”
“All the press we’ve gotten, it’s been through talking to a mom friend. It’s been this amazing network of moms helping each other, helping us get in touch with Allure, People, and all these magazines. It’s been wonderful to see the power of the mom network.”
“We’re not in a rush. We can take our time, go slowly, and have it grow organically. But we’re doing it.”
“Of course we want to grow and become really big, but it’s more important to have an ear on the ground; listening to our friends and women of our age group, understanding what they want and what they want to see. We want to build more relationships. That’s how we plan to grow.”
Links mentioned in this episode:
Visit the EpicLight Beauty website: https://www.epiclightbeauty.com/
Instagram: https://www.instagram.com/epiclightbeauty/
Amazon: https://www.amazon.com/stores/EpicLightBeauty/page/A29CD316-5980-4C13-84AA-2DCC3C4014AE?ref_=ast_bln
Connect with Saima Rathor on LinkedIn: https://www.linkedin.com/in/saimarathor/
Connect with Patricia Gallardo on LinkedIn: https://www.linkedin.com/in/patricia-gallardo-547174b1/
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Saknas det avsnitt?
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Crafting an exceptional customer journey, from the initial contact through every touchpoint to post-service interactions, is crucial for ensuring your clients' satisfaction. This holistic approach to customer experience is key to setting your business apart in today’s competitive market.
Your customer journey consists of several key stages: inception, selling, onboarding, service delivery, and offboarding. Each stage deserves careful attention to make sure your clients feel valued and supported. By truly understanding their needs and preferences, you can create a more personalized and effective experience that fosters long-term relationships and boosts customer satisfaction.
Consistency in brand personality throughout the customer journey is often overlooked, yet it’s vital. A consistent brand helps build trust and makes your customers feel more connected to your business.
By focusing on these aspects, you’ll not only meet but exceed customer expectations, driving positive referrals and contributing to your business growth.
Quotes
“Having grown up in the restaurant business and hospitality, I have always, always paid very close attention to the customer experience that we provide our web customers. And one of the things we've always done is make them feel like they're walking into a restaurant, even though they're working into a virtual office.”
“I think this is where a lot of businesses could differentiate, and the customer experience they provide could easily make or break them, since we're living in such a hyper competitive world.”
“Customer Journey for Dummies, it is the complete sum of experiences that a customer or client will go through when they're interacting with your company, and that starts before they're actually even paying clients.
“It encompasses every single touch point and stage that a customer passes through, from first becoming aware of your brand until they make a purchase, and also if they have to return something.”
“Even the way you continue to interact with them after the scope of work is complete is still part of the customer experience or customer journey.”
“We're not order takers in the web development world, we're really more partners, really invested in the outcome and growing that business or growing that personal brand, just as much as the client is.”
“Throughout the customer journey of working with us, we have teammates whose sole responsibility it is to check in with the client and to keep them on timeline, because timeline impacts budget, right?”
“There's also an offboarding time period for clients that are heavily engaged in the workflow, offboarding and then also continuing to cultivate the relationship and continuing to help them grow and establish their brands.”
“One reason why we send newsletters and we do this podcast is it's very much for our existing and past clients, just as much as it is for our potential clients. We want to keep supporting them and helping them to grow far into the future.”
“One common [mistake] is just not thinking about it. Another common one is not treating a customer the way you would want to be treated and really being very focused on yourselves versus what might be going on in that customer's world or role.”
“A lot of our clients are extremely busy during our own working hours, right? We have to be mindful of what their day to day is like, and also kind of tap in to understand where their overwhelm point is and be able to adjust accordingly.”
“We have these different points in our service delivery, really taking the time to map out every single touch point down.”
Links mentioned in this episode:
Excellence Wins: A No-Nonsense Guide to Becoming the Best in a World of Compromise by Horst Schulze: https://a.co/d/5rIyWeO
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You've probably heard that practicing generosity can make you happier…but did you know it can also affect your business’s bottom line?
Cynthia Kersey, recognized as one of the World's Greatest Motivators, is a sought-after speaker, and best-selling author of two books, Unstoppable and Unstoppable Women. Her remarkable 25-year career is not only marked by a client list of global powerhouses but is equally distinguished by her collaborations. As the Founder and CEO of the Unstoppable Foundation, Cynthia’s organization has empowered 500,000+ lives in 23 Kenyan communities.
A visionary in fundraising and philanthropy, Cynthia masterfully combines the universal Law of Giving and Receiving with practical business insights, showing how generosity not only fosters business and personal growth but also creates a life worth living.
The Generosity Prescription
There are four core elements of Cynthia’s generosity model: gratitude, generosity with yourself (self-care), generosity toward others, and the ability to generously receive.
When Cynthia dedicated a daily practice to each of those four pillars, she noticed an incredible shift in her life and business. She left her business to start the Unstoppable Foundation, experienced more happiness and abundance, strengthened her faith, and even attracted her dream partner.
To this day, Cynthia starts each morning with gratitude, writing a list of 10 things she’s grateful for and why. The self-care piece can include things like exercise or a spiritual practice. Being generous to others might mean giving more compliments, donating time or money, or simply looking for ways to enrich the lives of those around you. Lastly, being able to receive means you generously accept gifts and compliments–something that takes practice for most people.
Putting it into Practice
It’s scientifically proven that practicing generosity has a positive impact on your health, happiness, and relationships. But it can also influence your business and your bank account; companies that focus on enriching their customers’ lives outperform those who don’t.
Unsurprisingly, generosity is one of the core values of Cynthia’s foundation. Whenever they receive a donation, someone on the team calls to personally thank the donor. They also share reports on what the donation has made possible, so the donor can see the impact they’re making.
As a leader, the easiest way to create a strong company culture is to live into the values you set for your team–something Cynthia strives for everyday.
Enjoy this episode with Founder and CEO Cynthia Kersey…
Soundbytes
14:03-14:30
“When you live from a place–and it’s a mindset–of generosity, you don’t need to have a lot of vast resources, you don’t have to have a lot of wealth. It’s a way of being. When you’re looking at ‘I’m so grateful and I’m generous with myself and I’m generous with someone else, I want to be a blessing, and I generously receive.’ I promise you, you’ll feel like you’re living heaven on earth.”
21:56-22:32
“It doesn’t matter how high-performing you are, if you’re not giving to yourself, your cup is going to be empty. So when you really practice everyday, how do I support myself…and there are so many ways. It could be forgiveness, it could be love and kindness to yourself, accepting that compliment, giving yourself a compliment…just pick one and take ten minutes to look at, ‘How can I give to myself?’”
Quotes
“Running a profit is a business.”
“If you stop the flow of receiving, you stop the whole cycle of good.”
“Generosity generates the experience of heaven on earth.”
“When you start with gratitude, you’re receiving.”
“We live in a time where there’s a crisis of meaning. And it’s really one of the most important things people want in their life and their business.”
“There’s nothing more generative than being generous.”
Links mentioned in this episode:
Visit Cynthia’s website: http://cynthiakersey.com/
Connect with Cynthia on LinkedIn: https://www.linkedin.com/in/cynthia-kersey-52bb403
The Unstoppable Foundation: https://unstoppablefoundation.org/
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By focusing on the specific characteristics, pain points, and behaviors of your ideal customer, you can create impactful messaging that drives engagement and business growth.
While a target audience is broad, an ideal customer persona hones in on a single, detailed profile representing your perfect customer. Narrowing down your focus to this ideal persona allows you to create more effective messaging that speaks directly to their needs and challenges.
A helpful way to brainstorm your ideal customer is by reflecting on your best customers and identifying common themes among them. Conversely, consider your worst customers and why they weren’t a good fit.
One common mistake is not going deep enough into defining your ideal customer. When you go too broad, your messaging becomes generic, weakening its impact. Speaking to a broad audience dilutes your message, while focusing on one person makes it more powerful and resonant.
Regularly updating these personas, especially in response to significant market changes, is crucial for keeping your marketing relevant and effective. The power of making the customer the hero of your story lies in understanding and anticipating their needs, which ultimately helps build stronger connections and drives your business’s success.
Quotes
“An ideal customer persona is really thinking about your broad target audience and bringing it down to define one person.”
“We're taking that broad definition and defining it as one person.”
“How old is that person? What's their socioeconomic status? What's their average level of education? How many kids might they have? Where do they tend to live in the United States? What are their hobbies? What do they like to read? What do they like to listen to? Right? Those are just some questions to help you go much deeper into your broad target audience and define a customer persona.”
“I created ours, just to tackle the first part of that question, by actually thinking of who our best customers have been for the different things that we offer.”
“Once you have customers that you're working with, actually taking time to reflect on, you know, what made them a great customer, or even what made someone else not your ideal customer, you know, just write down all the different things that you notice”
“The biggest secret that I unearthed some years back is: we are often our ideal customer. Believe it or not, we're just a couple steps ahead of them.”
“So many times, people create businesses to serve the needs of themselves or a person just like them, that until you sit down and actually write out your ideal customer persona, you don't realize how similar you are to them.”
“Look inwards and think about where you were maybe a few years ago, before launching the business that you're launching, and thinking about who, who you were, what you were doing, and also think about what are the results you want to get for that person, because thinking about the results will help you better define their pain points, their challenges and why they're coming to you.”
“The biggest challenge is just not going deep enough, people tend to go broad. And what happens when you go broad is your messaging sounds very general.”
“If you're thinking about talking to a group of people versus talking to one person, specifically, your messaging isn't going to be as strong.”
Links mentioned in this episode:
Ideal Customer Persona PDF: https://buildmybrandid.com/wp-content/uploads/2024/01/biD_Ideal-Customer-Insight-Sheet_FINAL.pdf
Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller: https://a.co/d/feHZ3Eh
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Did you know that playing French music in a liquor store makes shoppers more likely to buy French wine? Sound has a real impact on our buying decisions and Jodi Krangle is an expert in how to use it to your advantage.
Jodi has been a full-time voice actor since 2007. She collaborates with global clients like Dell, Kraft, and Lindt, specializing in Brand Voice, Commercials, Corporate Narration, and podcast intros/outros. Her podcast, Audio Branding: The Hidden Gem of Marketing, has over 230 episodes exploring the influence of sound. She also hosts sound-related discussions in Clubhouse and serves as a judge at the International Sound Awards.
Creating Your Audio Brand
Sound is a powerful part of branding that’s often overlooked. When someone listens to your podcast or YouTube channel during their morning commute, it’s an intimate experience. That’s why it’s important to be intentional about your brand voice.
Just like any aspect of branding, consistency is key. Repetition creates comfort and familiarity with your listeners. You should also consider who you’re speaking to. Keep one person in mind when you’re recording (maybe your ideal customer avatar or a friend you feel comfortable with).
Tips for a Great Sound
If you have a personal brand, chances are you’ll need to be on podcasts, record videos, or speak at events. Jodi’s first tip for sounding your best is to rehearse until you sound natural and conversational (not like you’re reading a script).
Second, keep a photo of a family member or friend in front of you while you record, and remember that your tone changes depending on who you’re speaking to.
Consider investing in a signature sound for your brand. Create consistency by using it at multiple touchpoints: podcasts, live events, and social media. There are lots of free audio options available online in directories–just remember that if it’s free, there’s nothing to stop your competitors from using the same audio.
Enjoy this episode with audio branding expert Jodi Krangle…
Soundbytes
12:05-12:39
“I do think it’s a mistake. I think a lot of these brands could stand with having a unified sound over a number of years. Because remember, and I know you know this, the first time we experience a brand might not be the first time the brand has put that sound together. They might have had that sound for 10 years, but you’re experiencing it for the first time. You as the business owner may be bored with that sound, but if you’re still selling your product or service and people like it, why change what’s working?”Quotes
“You don’t want to change your branding too often, because they find familiarity and comfort in that.”
“Psychologically, what I love about sound and how it switches on our brain is it affects all of our senses.”
“Your environment has a big psychological effect on what you buy, how much you end up buying, and how you feel about what you bought.”
“Our buying decisions and our everyday lives are really affected by sound.”
Links mentioned in this episode:
Visit Jodi’s website: http://voiceoversandvocals.com
Connect with Jodi on LinkedIn: https://www.linkedin.com/in/jodikrangle/
Audio Branding Podcast: http://audiobrandingpodcast.com
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Rachel’s college path was full of twists and turns and now she’s helping her daughter, Zoe, on her own journey of self-discovery so she can make informed choices about her future.
Zoe struggled with the traditional college path, initially attending college but deciding to take a semester off after a bout with mono and realizing she wasn't fully committed to the college route.
It’s so important to allow young adults to take time to explore their options, especially in a society where there's immense pressure to have everything figured out by 18.
Reflecting on her own experience as a first-generation student and how her experiences shaped her approach to guiding her daughters, Rachel uses My Path 101, a platform she created, to help students uncover their true passions and career aspirations before committing to a major.
Whether you're a student choosing a path or an adult redefining your career, remember that learning is a lifelong journey—keep exploring your identity and passions.
Quotes
“She was never really 100% excited and sold on going to college right away. She didn't know at the time what she wanted to do, and she was feeling like college might be a waste of time, and we, my husband and I really encouraged her to take a year off and figure that out.”“Kids at 18, 19 years old, it's a lot of pressure for them. They feel a lot of pressure to know what they want to do the rest of their lives.”
“I was a first gen college kid. Actually, my parents did not go to college.”
“I had really wanted to be a lawyer, so I applied to 10 law schools that ran the gamut from like, super safety school, the super reach school. I had great recommendations. I did okay on the LSAT, not great, but like, certainly good enough to get into my safety schools, and I didn't get into one school. And I was crushed, totally crushed. Oh, wow. So I definitely felt that identity crisis.”
“I just wanted to help kids figure out what they wanted to study in in school.”
“That was the beginning of my own journey that certainly, you know, as I look back with like, a lot of twists and turns. It was no straight line by any means.”
“I think college prices are over inflated, having been through the application process now with with Zoe, what I found a lot of schools do is they do inflate their prices, and then they give you a scholarship to kind of normalize their price.”
“My Path is taking what we do on the personal branding side of our work at Brand ID and providing it to students, high school or college students, in a way that they can kind of self navigate and better understand themselves.”
“Why can't we take what we're doing in personal branding and apply it to to high school and college kids, and save them a little time and money by doing some of this introspective work before they actually determine their major?”
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We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!
In Part 2 of my conversation with Jonathan Jackson, we dive deeper into his faith and passion for creative storytelling.
If acting, music and writing were all about entertaining people, Jonathan would have left the industry behind a long time ago. Instead, he uses multiple creative channels to weave authentic stories of redemption, grace and humanity for others - through song, spoken and written word.
While Jonathan still acts, he primarily builds his influence on the foundation of storytelling in every form it takes, with poetry and music taking center stage.
Jonathan recently released a new book called The Harrowing of Hell: An Epic Poem exploring what happened between Christ’s crucifixion and resurrection. To Jonathan, it is the story of the Hero of Heroes.
He has also authored other books including a work of Mystical Poetry entitled “Book of Solace and Madness” and the non-fiction prose “The Mystery of Art”, which has been translated into multiple languages.
His band Enation has performed alongside artists such as Echo & The Bunnymen, Sarah McLachlan, Echosmith, and more. Their newest album, Ultraviolet Empire, was released in the fall of 2020 and was co-produced by GRAMMY® Award-winning producer Colin Linden.
Jonathan Jackson is a five-time EMMY® Award-winning actor and Critics’ Choice Award nominee who has starred in numerous TV and films, including ABC/CMT’s hit drama “Nashville” (2012–2018), “General Hospital” (1993–1999, 2009–2011, 2015), “Tuck Everlasting” (2002), “The Deep End Of The Ocean” (1999), “Insomnia” (2002) and “Dirty Dancing: Havana Nights” (2004). He also appeared in episodes of “One Tree Hill”, “Boy Meets World”, “The Twilight Zone” and “Terminator: The Sarah Connor Chronicles.”
Trust the timing
Jonathan Jackson is a believer in divine timing.
Rather than many business strategists who will tell you that there is a “right” or “wrong” time to put your work out into the world, Jonathan recommends that we as entrepreneurs turn inwards. Do you feel like the work is done - and is the world actually ready for it? Do the conditions feel right to you?
Jonathan has multiple albums, several books and even some screenplays that await the right conditions. They are in various stays of completion, but they all have one thing in common - it’s not the right time yet.
In this episode, Jonathan serves us a welcome reminder that much of life and business is about timing.
Don’t be afraid to explore your interests
If you’re someone with varying interests, it can be easy to cave in to others’ advice to just choose one focus. But Jonathan Jackson gives us his honest advice: Don’t.
In his young adulthood, Jonathan was an actor while he sought to learn songwriting, screenwriting and more. He never lost sight of his own passions and followed every thread as far as he could, creating new spaces for his own exploration. The results have been incredible. With his most recent book he released an original score of music and occasionally hosts live performances honoring the work. SImilarly, he believes that we can all weave our passions together when the timing is right.
Rather than seeing our interests as boxes we have to fit into, he encourages us to stay open minded and see the broader picture. Your interests may seem disparate now, but how could they be woven together in new and innovative ways? Those are the questions worth asking in life.
Soundbytes
4:53 - 5:26
“I look at art and poetry and storytelling as all one reality. To me Christ is the great storyteller. He is the eternal poet, the master of story. You can’t get a greater story than the story of Christ. The beauty, tragedy and triumph.”7:59 - 8:17
“I don’t feel like every project has to be overtly religious in any way, shape or form to be beautiful. I just want it to have some kind of meaning. Some kind of honesty about the human condition.”Quotes
“I had these deep experiences with Christ. To be, theology is beauty, and poetry. It’s not about a religion, it’s about life.”
“When I’m looking at music, storytelling or films, I can’t see the world outside of the beauty and challenging reality of Christ.”
“Orthodoxy has helped me to see the whole world as a sacrament.”“When I was younger I was looking at it like acting was the central focus of my income. But I saw the writing on the wall a long time ago, that that was not going to be enough for my soul. Developing my writing and music was a way of engaging with the world in these other ways.”
“There is a strange kind of tension between the flurry of inspiration, creating things, and waiting. We have four albums we’ve created and not released yet, because we’re waiting for the right time. I have a handful of books that have been written and screenplays - we don’t know what we’re doing, really. There is intentionality and prayer and vision, but we’re trying to be flexible.”
“As a writer, I want to live in it for a while, go away from it and come back. Again and again. It’s a testing thing, a maturation process with a particular work. My lived experience finally matches the intention of the work.”
“I’ve learned over the years that the music and the story is about connecting with someone’s soul and heart. That’s the stuff I care about.”
Links mentioned in this episode:
Visit Jonathan Jackson’s Website at https://www.jonathanjackson.com/
Find Jonathan on Facebook at https://www.facebook.com/JonathanJacksonHQ/
Follow Jonathan on Instagram at https://www.instagram.com/jonathanjacksonhq/
Subscribe to Jonathan Jackson’s Youtube channel at https://www.youtube.com/channel/UC4KKxEIbF5kAGOSi26Nx3Bg
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The "About" page on a website is often the most-read section. Make sure yours has a compelling narrative that combines professional achievements with personal details to draw in your audience.
Start with a strong, engaging opening that captures attention and sets the tone for the rest of the content. Highlight your mission and values to align with your audience’s needs and interests. Include a brief history or background that establishes credibility, emphasizing unique experiences and achievements. Personal elements, such as your passions and interests, help humanize your brand and make you more relatable. Lastly, provide a clear call to action that guides visitors on how to connect with you or learn more about your offerings.
Tune in for tips on crafting a strong narrative that resonates with your audience and establishes credibility. By blending professionalism with personal touches, your About Page can effectively engage and convert visitors.
Quotes“Did you know the most read page on every website is the About page?”
“There's two types of About pages, right? There's the one that's the personal bio About page, and then there's the About page about your company page.”
“What should go on that page is - I almost call it a narrative resume with interesting points.”
“You also want to add in some personal things, because the personal things are the things that people relate to. They're the things people connect with, and are the the information that people remember.”
“We're trying to grab the attention of our ideal customer.”
“Break up large sections of text into smaller sections with headlines”
“Most people are not going to read every word, they can really grasped the important things about you just from those headings, just from those sub heads.”
“Break content up with bullet points where you can”
“Don't just assume that if you mentioned certain things that you did, that potential clients or clients are going to understand how that ties into the work that you do today. You actually want to do that work for someone and say, ‘As a former journalist, I'm able to write copy that really helps you jump out and stand out online.’”
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We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!
Jonathan Jackson was a child actor in the 1990’s and early 2000’s. But since then, he has become a powerful artist, musician and creator. Now on The Business of You, Jonathan is sharing his unique story - including his journey to faith, fame and personal growth.
Jonathan Jackson is a multi-faceted artist who creates meaningful art pieces through music, film, and the written word. He is a five-time EMMY® Award-winning actor and Critics’ Choice Award nominee who has starred in numerous TV and films, including ABC/CMT’s hit drama “Nashville” (2012–2018), “General Hospital” (1993–1999, 2009–2011, 2015), “Tuck Everlasting” (2002), “The Deep End Of The Ocean” (1999), “Insomnia” (2002) and “Dirty Dancing: Havana Nights” (2004). He also appeared in episodes of “One Tree Hill”, “Boy Meets World”, “The Twilight Zone” and “Terminator: The Sarah Connor Chronicles.”
His indie band Enation has performed alongside artists across the musical spectrum, including post-punk legends Echo & The Bunnymen, the iconic Sarah McLachlan, Echosmith, and more. Their new album, Ultraviolet Empire, was released in the fall of 2020 and was co-produced by GRAMMY® Award-winning producer Colin Linden.
Jonathan is also a published Author. His current books include a work of Mystical Poetry entitled “Book of Solace and Madness” and the non-fiction prose “The Mystery of Art”, which has been translated into multiple languages. Jonathan resides in Ireland with his wife, Elisa, and their three children. He enjoys Greek coffee, good wine, and music.
Navigating fame at an early age
At just 11 years old, Jonathan left his idyllic childhood in Washington State to work as a child actor in California. Starring in “General Hospital”, he gained notoriety as a soap opera star and quickly began to book other roles.
Working in television and movies, Jonathan had a workload that exceeded that of most grown adults. He knew that if he did not anchor himself in his relationship with God and his connections to his family, he would be swept away. With wisdom beyond his years, Jonathan turned to creative self-expression to set himself free. He collaborated with his brother Richard to compose original music, learn new instruments and write screenplays. Laughing, he explains that he had to begin writing because many of the ones he read were not very good.
Rather than fall victim to the clutches of a dark industry, Jonathan used music and writing to guide himself towards the light. It became the foundation for his life’s work.
Creativity is a divine gift
Self-expression became the basis on which Jonathan connected with others and with his higher power.
Channeling his gifts into music and written words, Jonathan became a known artist and musician with his band, Enation. Since the band’s inception in 2003, they have toured periodically and continued to produce new work. Jonathan is the band’s frontman, writing most of the songs in addition to singing, playing guitar, and playing the piano.
While navigating fame and building a career as a musician, Jonathan was also on another personal growth journey - his quest to deepen and explore his faith. For more of Jonathan’s story, be sure to tune in next week for Part II of Jonathan’s story here on The Business of You!
Soundbytes
11:49 - 12:20 “Writing began very early on. Richard, my brother, is 3 years older than me. My brother and I started writing our first screenplay when he was 15 and I was 12. The inspiration was that some of the scripts we were reading weren’t very good. We had this feeling early on - like, we can’t just sit around and wait for good projects to come our way.”
12:29 - 12:57 “I started writing songs at 11 or 12, at the same time I started acting. It was a way of keeping me sane, and it was a therapeutic thing. At that age it’s just a hobby. It turned into starting a band in our late teens!”
15:28 - 16:23 “One of the things acting gave me at a young age - and there’s been a lot of studies about the brain and neuroplasticity - that can happen. When you put yourself in certain situations. People looked into it, the neuroplasticity of the brain changes for actors when you play other characters and perform things. It opened me up to the world. At a very young age I had to think and feel, asking so many questions about how others see the world - and what their fears and desires might be. Human psychology became part of my world at a young age.”
Quotes
“I’m more of an introvert, definitely. I’m fascinated by the introvert/extrovert dynamic. I’m not sure how much is nature versus nurture. I was extroverted as a child and became more introverted when I started acting. I do love people, communicating and connecting one on one.”
“Too much attention, positive or negative, is kind of negative. It’s going to kind of attack your ego and put you in a false reality. And if you have too much criticism and judgment, you’re potentially in extremes when you have any kind of spotlight. Searching for an equilibrium was my main focus throughout my teenage years. How do I remain sane through all that?”
“I glimpsed where my life could go if I wasn’t careful. A massive wave could pick me up and destroy me, if I didn’t position myself carefully. I thought, I need to anchor myself.”
“My brother was my closest friend, growing up. I was grateful that we had each other to walk through the madness of LA and the industry together.”
“I was slowly, slowly feeling like something central was missing in my experiences in Protestant churches. Wonderful people most of the time, good intentions. But something about the church itself, I just didn’t understand it. There were so many versions. You start looking around and think, this is very confusing. The sense of something missing was not connected to Christ Himself, it was the vagueness of the church.”
“The modern question is, what do I believe? It sounds like an important question. But the real question if you have any approximation to Christ is, what do Christians believe, and what have they always believed?”
Links mentioned in this episode:
Visit Jonathan Jackson’s Website at https://www.jonathanjackson.com/
Find Jonathan on Facebook at https://www.facebook.com/JonathanJacksonHQ/
Follow Jonathan on Instagram at https://www.instagram.com/jonathanjacksonhq/
Subscribe to Jonathan Jackson’s Youtube channel at https://www.youtube.com/channel/UC4KKxEIbF5kAGOSi26Nx3Bg
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Transitioning from corporate to CEO is inherently risky, but by calculating your risks, you can set yourself up for success.
A growing number of people are leaving their corporate jobs to launch their own businesses, especially in coaching and consulting, an industry projected to reach nearly $12 billion by 2032.
Making this shift involves both emotional and practical aspects. It’s crucial to assess your personal risk tolerance, have sufficient financial backup, and understand the startup costs associated with different business types.
Start with foundational work, aided by a 360 assessment. Then, define your ideal customer, create a simple website, and gather testimonials to build credibility before you quit. Finding alignment between your personal values and business goals is key to creating a fulfilling career.
Before you quit, you can leverage your corporate job to prepare for entrepreneurship. A steady income allows you to establish business foundations, test methodologies, and refine your offerings.
Being an entrepreneur means taking calculated risks and being mindful of the emotional and financial readiness required to ensure a smooth transition from corporate to CEO.
Quotes“In my last corporate job interview, one of the people interviewing me, which was one of the very senior people at the organization, actually said to me, ‘how long do you think you're gonna last here before you leave to start your own company again?’”
“One of the things we do with so many of our clients is give them this 360 assessment to see how others view them, how others view their brand attributes, how others view their strengths, how others view their role within a group setting, you know, are they the leader? Are they more of a participant? What's their role?”
“There's been a big shift, particularly in the US in the last several years, for people to leave corporate and launch their own business.”
“By the year 2032, the coaching / consulting industry will have nearly $12 billion dollars of financial investment in that field.”
“Some of the questions that one should ask themselves is: How comfortable are you with risk? How much money do you need in the bank before you feel comfortable and safe leaving a consistently paying job? How long will it take you to land your first client? What are some of the expenses you have to start your business?”
“Another thing to factor into it: how painful is it for you to stay in your current role in corporate?”
“Whether it's the startup phase, or you're 15 years into your business, there is always some risks in being your own boss. But I guess there is too sometimes in working for others.”
“The personal brand process is really introspective, and it really forces you to dig deep and figure out, you know, what are you here to do with this one crazy life?”
“If you are putting a shingle out there as a coach or consultant, you want that business to reflect who you are. You want that business to really like a sense of home.”
“Life happens while you're busy living.”
“Work is such a big part of our day. So if you can have such a settlement and satisfaction that even getting paid to do it feels like you're dreaming then I'm just a huge fan and people launching their coaching and consulting businesses that have the background and the ability to help others with their skill set.”
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We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!
This week’s guest is Elyse Archer, founder of She Sells. Elyse is an international keynote speaker and host of She Sells Radio. A thought leader whose insights have been featured on Forbes and Inc, Elyse empowers women to sell in a way that leverages their natural gifts and helps them build wealth.
Moving from Corporate World to Entrepreneurship
Elyse felt that she needed a corporate job to become successful in her career. So with her first job selling yellow pages ads, she then sold national media for some of the biggest companies on their media strategy. She eventually landed an executive position and had a healthy income, marriage, and a lovely home.
While looking successful on the outside, Elyse had several personal struggles. Finally, she decided to leave her marriage and corporate position to find out about her authentic self. Elyse started her business in sales coaching, developed and sold over four companies, and is currently leading her team at She Sells.
Discover how she made the leap from corporate to entrepreneurship, how to reconnect with your body for healing, and how she helps her clients tap into their inner guidance to increase their sales.
Soundbytes
[02:06] Elyse’s backstory from starting out in sales to becoming an executive at her own company.
[05:45] Unraveling her life to start a journey of finding who she was meant to be.
[12:15] The way in which Elyse helps her clients tap into their inner guidance and create sales.
[19:49] How females can step into their female receiving energy to sell more.
[23:50] Defining your personal brand and how Elyse sees her own personal brand.Quotes
“The more I surrender who I thought I needed to be, the more abundance, love and happiness comes into my life.”
“When you’re called to do something, it always lead you to do something better.”
“I learned that my femininity was my superpower.”
Links mentioned in this episode:
Visit Elyse Archer on the web: https://elysearcher.com/
Connect with Elyse Archer on LinkedIn: https://www.linkedin.com/in/elysearcher/
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Parenting and entrepreneurship require many of the same leadership skills, like adaptability, conflict resolution, and setting boundaries.
Being adaptable is crucial because every day can bring new challenges and unexpected situations.
When it comes to conflict resolution, whether it's with kids or employees, being direct and empathetic ensures everyone feels heard and understood. This approach not only creates a supportive work environment but also helps keep the peace at home.
Setting boundaries is another essential skill. It's important to establish clear boundaries both at home and at work to maintain a healthy work-life balance. For example, having a dedicated workspace at home helps focus on business tasks without getting distracted by household chores. Similarly, letting clients and team members know business hours helps manage their expectations and ensures that personal time is respected.
Leadership skills like adaptability, conflict resolution, and boundary setting are key to successfully managing both family and business responsibilities.
Tune in to hear how Rachel juggles it all...
Quotes“You're trading time with your children for money, and, you know, you start to question a lot of things.”
“I'd say the biggest similarity is managing a team. When you're also a parent, it feels like there's a lot of overlap in those two roles.”
“As a business owner, there's always curveballs thrown at you.”
“You just never know from day to day what might happen. So being adaptable is really important. Being flexible is important. And just learning how to roll with the punches.”
“I'm a big fan of, you know, think about a person's intent. Like if somebody does the wrong thing, it's not because they've intended to do the wrong thing and screw up. So take the opportunity to kind of walk through whatever the situation was, the screw up, whatever it might be, and figure out what are the lessons to take away from that.”
“I wanted the kids to see like, you can have work you love, and you can get dinner on the table by five o'clock or, you know, show up for your kids at the sporting event or whatever it might be that's important to your children, as well.”
“I think it's really important when you work from your home space in general, to be able to compartmentalize and really have a dedicated workspace in your home and feel like when you know when you get up you shower and you get ready and you get dressed like you're going to work in an office even if that office is you know, off the off your kitchen.”
“Give yourself time on weekends or evenings to set into the person that you are, the role you want to play, how you want to show up in those roles.”
“Try to slow down a little bit and be mindful of the hat and the identity that you're wearing in that moment, so you can really show up as the best part of you.”
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If you think a recession means you should pull back on marketing, think again. Paul Lemberg shares why now more than ever is the time to go all in.
Paul has consulted with Fortune 100 companies like Cisco, Adobe, IBM, Goldman Sachs, and JP Morgan/Chase, but his true passion is helping small business owners and CEOs double and triple their profits, sometimes growing their companies more than 10-fold. Over the last few years, Paul’s one-on-one small business clients, who range in size from brand-new startups to companies with around $20 million in sales, have profited by more than $550 million in bankable, put-in-your-pocket cash: the equivalent of billions in extra sales.
Paul became an entrepreneur at 27. He sold his first company for just under $9 million and sold his second company to a large German bank. He’s published three books. For 28 years, Paul has coached entrepreneurs to grow revenues and profits, scale with chains and franchises, raise capital, and sell their companies. Many have sold their companies for millions, including one client who sold his healthcare chain for over $100 million.
The 3 Most Common Business Problems
After working with many different businesses in a variety of industries, Paul says that all companies are made up of the same parts–and therefore run into the same problems.
The three most common problems are a lack of leads, undercharging, and not understanding what the target market is and why those people should buy. To grow your business, you need to correctly identify which of those problems apply to you and then take a targeted approach to solve each one. For example, a new marketing campaign can generate more leads. Raising your prices can quickly grow revenue. If you’re unsure of your messaging, the best way to fix that is to ask your existing customers.
How to Thrive Through a Recession
At a time when most companies are pulling back, Paul’s advice is counterintuitive: to spend more money on marketing, not less. During a recession, your competitors will likely scale back their marketing efforts. They’ll make cuts and stop investing in growth. If you do the opposite, you can end the recession in a stronger market position.
There are two main avenues Paul recommends: content marketing and paid advertising. Thought leadership content differentiates you from competitors and builds your personal brand, while paid ads allow you to test your messaging at scale. For the best conversions, Paul recommends a combination of both paid and unpaid strategies.
Enjoy this episode with Business Coach Paul Lemberg…
Quotes
“When the divine wants you to hear something, if you’re not paying attention, they‘ll reach you any way they can.”
“If everyone around you is wrong, you’re not being coachable.”
“The truth is all businesses are basically the same. They all have fundamentally the same moving parts. Those parts may look different, but they all have the same moving parts. And I find that largely they all have similar problems.”
“The answer to a lot of problems is let’s go talk to some customers.”
“Your content differentiates you. Your conversations differentiate you…that’s really why you must be a content marketer.”
“Inspiration literally means to breathe life into and I wait for the breath of life that comes to me, and then I write based on that.”
Links mentioned in this episode:
Visit Paul’s website: http://www.lemberg.com
Connect with Paul on LinkedIn: https://www.linkedin.com/in/unreasonable/
The New Shift Manifesto: http://www.lemberg.com/newshift
Ready, Fire, Aim by Michael Masterson: https://www.amazon.ca/Ready-Fire-Aim-Zero-Million/dp/0470182024
The No Strategy Strategy video: http://www.lemberg.com/nostrat
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Changing your last name, whether due to marriage or divorce, is an incredibly personal decision that deeply affects how you're perceived both online and in your career. Your name isn't just a label—it's intricately tied to your personal brand and professional image.
When contemplating a change, it's important to think about where you are in your career, the body of work you've built under your current name, and how the different names you’re considering might be perceived.
There are various ways to maintain continuity in your professional identity, such as retaining your maiden name, hyphenating, or integrating your spouse's last name (or your maiden name) as a middle name. Conversely, if divorce prompts a return to your maiden name, strategies like securing multiple domain names for both your maiden and married names, and updating content to maintain search engine visibility, can facilitate this transition.
Ultimately, the name you select should feel authentically aligned with your personal brand and resonate positively with your professional aspirations.
Quotes
“Your name is such a part of your identity, and certainly is your personal brand.”
“I kept my last name legally. I was 33 when I got married, and just had a lot under my maiden name, right, Rachel Gogos. So I didn't want to take on a new last name and sort of have to build up that body of work again.”
“There's a number of ways so you can keep your your last name intact and sort of associated with your first name. And one of them is to take your current, in fact, I have a friend getting married next month, who's 40 and she's taking her husband's last name as her last name and making her current last name, her middle name. So that way if people Google her, you know, that still will come up.”
“Whatever you do, it's a personal choice. But just think about where you are in your profession, where you are in your stage of life.”
“If you got married at a young age, took on your spouse's last name, and then find yourself getting divorced, say 20 years later, it's gonna take time to build up some results and some data and information under your new last name. So, something to consider from the get go.”
“Having gotten married a little bit later in life, I just felt very deeply connected to my last name.”
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When Christine Jewell left behind a successful fitness business to listen to God’s calling, she had no idea it would turn into a published book, a fulfilling relationship, and not one but two new businesses.
Christine is a faith-based executive coach, author, and speaker helping high-achievers move beyond the superficial life into a whole new playing field where unshakable relationships, freedom, and fulfillment in every area of life are the norm, not the exception.
Christine bridges the gap between the spiritual and practical, making KINGDOM principles tactical and relevant to everyday leadership. Through her signature process, she empowers clients to boldly step into their Next Season of leadership and calling.Following the Call
After years of meticulously trying to control her life, Christine reached a breaking point where her business, relationships, and health were pushed to the brink. She couldn’t carry the weight of everything anymore. Over the next 18 months, she went on a journey to learn how to listen to God and find direction for the next season of her life.
Through journaling, Christine discovered her new mission was to publish a book. Although she didn’t consider herself a writer, she heeded the call and decided to turn her journals into a memoir. What she didn’t realize at the time was that all of her spiritual work paved the way for a new business.
Combining Forces
Christine’s coaching work has always centered on corporate leaders, CEOs, and founders–but rather than talk business, she helps them with their relationships and personal development. Meanwhile, her partner worked on the corporate side in executive coaching and events. They referred clients back and forth before finally deciding to join forces and start a new company: Gravitas Nation.
As the business grows, Christine isn’t just a coach herself anymore but is now responsible for the coaches working under her in their certification program. To prevent another episode of burnout, she follows the Jesus model: she serves her community but then retreats to be alone and reconnect with God. It’s an important lesson for any coach or leader to learn: you’re not responsible for carrying the weight of other people’s emotions.
Enjoy this episode with founder Christine Jewell…
Quotes
“I really believe if we heed the call and we don’t fight it, we’ll naturally move into the next place I believe God has for us. And you’ll know because you get pulled into it.”
“People follow people.”
“A lot of people are screaming about contraction, recession, and God is really multiplying us and I believe we’re in a season where God is calling certain people when the rest of the world is contracting, so people can go, ‘What are you doing?’”
“Once we decide and say yes, I’ll do it, and we put it out there, the how always shows up.”
“The marketplace is the new church.”
“Our work is our worship.”
“I think the Bible is the greatest business success book ever written.”
Links mentioned in this episode:Visit Christine’s website: http://www.thechristinejewell.com
Connect with Christine on LinkedIn: https://www.linkedin.com/in/christine-jewell-9361612a/
Drop The Armor Book: https://www.thechristinejewell.com/drop-the-armor
Breaking Chains Podcast: https://podcasts.apple.com/us/podcast/breaking-chains/id1579338652
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My leadership style focuses on being open and creating a work environment where team members feel like family, helping brandiD employees thrive both personally and professionally.
The biggest leadership lessons come from the positive and negative examples of leaders in your own life. For me, my father's approach to running a family business emphasized kindness and treating team members with respect. Other leaders taught me the significance of autonomy and empowering employees to take ownership of their work, fostering innovation and confidence within the team.
If you’re developing your own leadership style, be sure to take time for self-reflection, learn from past experiences, and continually seek knowledge through books and podcasts like "The Business of You."
Quotes“One of the reasons I think people start businesses, entrepreneurs launch things, besides the fact that there's a problem they're trying to solve. You know, we also get to create our work environment.”
“Certainly one thing that's always been important to me, and I don't even think I was conscious of it at the beginning, actually, it's like just a friendliness, helpful nature. I think our whole team has that.”
“I’m a very big proponent of being around positivity. I think life is short. I've said that in other episodes, and I don't have time for drama, I don't have time for negativity, I just want there to be as much positivity in my day to day life as possible.”
“I would say my leadership style is I'm open, I want to know more than just what's going on in people's lives. Besides their work day and their crafts. I want people to work in their strengths, I want them to feel happy about being in the work environment that they're in, I don't want them to feel stressed. I think life carries enough stress around, it brings enough stress to all of us. So I want it to be just kind of a pleasant environment, but that is very innovative and cutting edge and where people can learn. And I want to foster people's ability to learn and, and grow personally and professionally. Those are all things that are very important to me. So I think my style is just very kind of open. And trusting.”
“Good leaders welcome people on their team that are smarter than them and better than them and certain skill sets, I think that's a huge part of success.”
“My ability to grow as a leader is so deeply tied into my personal growth that I've learned in more recent years, particularly around mindset, but knowing that my company isn't going to grow unless I personally grow to that level has been very eye opening.”
“Take stock of people you've worked for, what did you like, what didn't you like, do the things you liked and don’t do the things you don't like, you know, it's really that simple.
“Read books about great leaders, it doesn't matter what industry they're from, or if they're political, or what it might be. But just reading their history and reading about their characteristics and their traits, also is very eye opening.”
Links mentioned in this episode:The Five Dysfunctions of a Team: A Leadership Fable by Patrick M. Lencioni: https://a.co/d/fZIQdiP
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Speaking on stage is one of the fastest ways to grow your visibility, build brand authority, and connect with your audience. But you don’t have to wait for the invitation to come to you–you can create your own stage by hosting a live or in-person event.
Shay Wheat is a visionary entrepreneur and CEO of Grace and Ease Productions, supporting entrepreneurs with event-based marketing and sales strategies. She and her team of Certified Event Producers™ produce impactful events to help entrepreneurs build authority, credibility, and visibility while rapidly scaling their businesses and saving time and money.
Shay has produced events from 50 to 4,000+ attendees and collaborated with well-known celebrities such as Dr. Oz, Lisa Nichols, Dr. Claire Zammit, Bill Baren, Alison J. Prince, Josh Turner, and many others. Her clients have made over $24 million in revenue, gaining over 3,500 new clients and changing the lives of over 16,000 attendees.
The Event Promise
A successful event isn’t just about selling people into your program. You need to provide a transformative experience, whether your attendees decide to do business with you or not. Shay calls this your “event promise” – the result your event will deliver. This should be related to but separate from your program’s promise.
Start by reverse engineering your goals for the event. If the goal is to convert people into your high-ticket coaching program, what do they need to know about that program? What beliefs need to shift and what information do they need to make a buying decision? The idea is that your audience could take the information from your event and do it on their own, or they could choose to take the shortcut and work with you.
Tips for Hosting a Profitable Event
At a well-executed event, you can expect to convert between 10-30% of attendees into paying clients. Some of Shay’s clients have closed up to 47% of the room. The exact number depends on the size of your event, the relationship you have with your audience, and whether your attendees are existing clients or not.
In-person events are effective but notoriously expensive. One area to save money is your contract negotiation with venues and vendors. Read over your contract in detail (or have your event planner do this for you) to make sure you aren’t paying for any unnecessary clauses.
Lastly, consider what stage of business you’re in and how your event fits into your vision. If you’re just starting out, you may want to focus on growing your audience before trying to fill 500 seats at an in-person event. If you don’t enjoy speaking in front of big crowds, maybe an intimate retreat is a better option. Tailor your event plan to meet your business strategy, whether you’re focused on lead generation, scaling, or client retention.
Enjoy this episode with CEO Shay Wheat…
Quotes
“Part of my superpower is helping to ground the client and to do things with as much ease and grace as possible, and that’s how the name of the company came about.
“That’s a huge piece of it, it’s not just about ‘I’m going to sell people into my program.’ No, you’re investing in your audience, whether or not they do business with you. That event promise is huge, that’s what we’re really making sure we’re delivering when we host an event.”
“The event promise is our north star. Whether people do business with you or not, they are going to leave with xyz because that is the promise of the event.”
“We’re not competing with other events. We’re competing with Netflix.”
“Think of your event as the appetizer and the full-course meal is your program, your high-ticket offer.”
Links mentioned in this episode:
Visit Shay’s website: http://ShayWheat.com
Grace and Ease Productions: http://GraceAndEaseProductions.com
Connect with Shay on LinkedIn: http://www.linkedin.com/in/shaywheat/
Certification program: https://shaywheat.com/cep/
High-Profit Events Playbook freebie: https://highprofitevents.com/
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Compelling website headlines should focus on your customer's needs and desires to capture the attention of your target audience in 7 seconds or less.
In today’s microsode, take a trip down memory lane to explore how The brandiD's website headline has evolved as the company has grown.
It's important to continually shift your copy to speak to your ever-changing audience, and differentiate yourself from your competitors.
Of course, The brandiD is continually changing as well!
Listen in to hear about the evolution….
Quotes“It shouldn't be about you, it should be about your ideal customer, and what their kind of deepest desire is and why they would come to you for it.”
“For anyone struggling and wanting to write their own homepage copy, I highly recommend that book “StoryBrand” and highly recommend the formula for writing homepage copy as a whole.”
“The core of our work was truly making websites more personal, more in a person's voice.”
“If there's anything tech does, it really kind of takes away the humanity piece unless we inject ourselves into it.”
“With all these headlines, we're really trying to encourage people to lean into their greatest asset or in their greatest differentiator, which is themselves. ”
“The goal is just to get somebody to pause and keep reading. And we do look at our competitor’s sites when we write our own copy, because we want to make sure we differentiate enough from what others are saying. So we can sound unique within our own space too.”
“You continually have to shift your copy and your positioning to speak to your up-leveling audience.”
“For anyone listening to this, who struggles with a headline, we do too. I mean, we are always constantly tweaking and tweaking and even after the new website will go live, you know, we're still in there adjusting it and creating nuances.”
"We write headlines, and we think it needs to do a whole bunch of things, but it just needs to compel the person to read the next sentence."
Links mentioned in this episode:Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller: https://a.co/d/0haseMQ2
Wayback Machine: http://web.archive.org/
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Have you ever wondered how major brands seem to be everywhere all at once? Bryan Alston breaks down the marketing strategies that lead to a well-loved, successful brand–both in stores and online.
Bryan is a consultant, CMO, and Co-Founder of Brand Castle Growth Partners. He is an expert in driving ROI for growing companies using cutting-edge performance marketing and growth hacking tactics. Amid a plethora of shortsighted, short-term growth strategies, his tactics are based on a big-picture view of the marketing landscape and ecosystem.
Bryan’s former company Greater Than reached #198 on the Inc. 5000 list in 2022. He’s also led brand launches for major companies such as Magic Spoon and The Gap.
The Value of an Omnichannel Approach
With experience in both retail and cutting-edge digital marketing, Bryan helps his clients take a holistic approach to mastering both channels. For digital companies, e-commerce can help them validate their product and prove to retail buyers that they’ll be able to drive foot traffic in stores. Companies that create demand online have more leverage in retail deals.
For cash-strapped startups, Bryan recommends starting with e-commerce. There’s a low barrier to entry and it’s a much faster way to get your brand out there, test your messaging, and get to know your customers. Once you’ve validated your product and understand your market, expanding to retail can help you reach new people.
Building your brand online is essential for retail success. In stores, your sales rely on product placement and packaging. With so many products for customers to choose from, the most reliable strategy is to build your online presence and use influencer marketing. Most retail shoppers choose brands they’re already familiar with. At scale, word-of-mouth drives incredible growth in retail.
Focus on Your Customers
The biggest mistake Bryan sees brands make in both retail and digital marketing is a lack of customer-centricity. Many brands go into retail too aggressively or too early, without getting to know their customers. Often, there’s a mismatch between who the company thinks their customer is and who they actually are.
For example, most brands think of their competitors in terms of similar products; a protein bar company that competes against other protein bars. But in reality, your product is competing against every other product or distraction that commands your customer’s attention. Understanding your ideal customer’s lifestyle and what goes on in their daily life is essential–you need to know how your product fits into that picture.
Enjoy this episode with Founder Bryan Alston…
Quotes
“The biggest mistake is lack of customer centricity.”
“There are all sorts of other things that could be going on in this customer’s life and having a very broad understanding of her lifestyle and how your product can fit into it and help alleviate just one pain, one decision she doesn’t have to make…those things matter.”
“If you look at most businesses and why they fail, usually one of the biggest culprits is a mismatch between who you think your customer is and who they actually are–and making the wrong decisions because of that.”
“People see getting into Target or into stores as the holy grail, like you’ve made it–but it’s actually not. That’s the starting line.”
Links mentioned in this episode:
Visit Bryan’s website: https://www.brandcastle.co/
Connect with Bryan on LinkedIn: https://www.linkedin.com/in/bralston/
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