Verbal Branding: It’s what’s for dinner.
Let me begin with the pleasantries and share how excited I am to be joining the Suzanne Evans team and to be introducing Hell Yeah Messaging to the world. This is the culmination of 15 years of work as a professional copywriter and messaging strategist and 5 years running my own successful company.
For those of you who have heard of me before, I’m excited to work with you in this new capacity, and for those of you have not yet gotten to know me, I’m excited to share my expertise with all of you.
If you’re wondering just what Hell Yeah Messaging is all bout and why you should care, then it’s the perfect segue into today’s topic, which is the power of Verbal Branding.
One of the big mistakes entrepreneurs make when trying to grow their business is focusing solely on “what they do.” They think that it’s all about their process or their methodology. They think it’s only about the results they provide.
Results are important, but they aren’t everything.
The most successful companies in the world build their businesses by creating a foundation that all of their marketing endeavors act from. They start with a verbal brand.
What is a verbal brand and why do I need to care?
In its simplest form, a Verbal Brand is nothing more than the way you talk with the world. It’s about the story you tell to your customers, past, present and future, that demonstrates not only what you do, but who you are.
A Verbal Brand is nothing more than a conversation. It’s your ability to connect with them on both a practical and emotional level. This is important because people justify emotionally and logically.
When you own the conversation, you can own the market.
So what is a verbal brand comprised of?
• Your Movement.
• Your Message.
• Your Story.
Your Movement is the “Why” of what you do. It moves people. It lets them know why you’re in business, and what you’re trying to accomplish by means of your business. Your movement is the heart and soul of why you’re here. It’s made of your core values, and what you stand for in this world.
Here’s why you should care: The top brands in the world know that there is a correlation between a companies ideals and values and their financial performance. (Check out Jim Stengel’s amazing book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, for more on this). This means that who you are has value. If your movement is the “why” of your business, than the message is the “what” of your business and also, “the whom.”
Great communication is all about relevance, and thus it’s important to know who your audience is and what they care about. A great message comes from understanding not only what you actually do for your clients, but why they should care based on their own wants, needs and desires. The secret to a great message is first to understand what your clients are looking for, and then creating language that reflects how they already see the world.
Make sure you catch that part about language. Because it’s not what you say, it’s what people hear that matters. And a killer message ensures that you get heard.
That brings us to story.
Your story is all about how you tell the world about you. It’s how you connect with them through your copy, your sound bites, and your marketing. Annette Simmons said that “the one with the best story wins” and this is very true in business. Once you have clarity on your movement and your message, it’s time to develop the words that will make you stand out.
A great story begins your personal story. Your path of getting to where you are today. It includes showcasing the good, the bad, and the ugly and using that to build connection.
If you’ve ever struggled with writing, the odds are you’ve not done the foundational work of getting clear on why you do what you do, and who you do it for.
At Hell Yeah Messaging, we’re committed to helping you find the words that get you heard, get you noticed, and ultimately get you paid.
And that deserves one big hell yeah.
I look forward to working with all of you. I have a few calls available! Grab them while you can: https://www.timetrade.com/book/6PQHG
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