If we're going to go to the movies together
You should be prepared to let me vent on the car ride home.
Especially when those flaws are painfully glaringly obvious.
Because I don't care that he's “a visionary filmmaker."
Or “one of the highest grossing directors of the 21st century.”
Or “a box office sensation."
Mr. Cameron, there was definitely room for two people on that floating door.
You know the terrible moment when you find out your favorite show gets canceled on a cliffhanger? Or worse, when they hire a new writer midway through and suddenly the characters are acting like terrible B-movie versions of themselves? (Looking at you, Gilmore Girls: A Year in the Life 😑)
When a brand ignores a piece of its messaging, that's exactly what it feels like. And the results are just as tragic.
If your brand is the protagonist of a story, then your brand messaging IS that story.
And heads up:
Your brand story? Is a romance.
Let's explore some of the plot points.
Brand Messaging Strategy
Meeting our protagonist
No story would be compelling if you didn't start by getting to know the characters. And no brand story can be effective if it isn't grounded in strategy.
Your strategy dictates well… everything. It's where you unpack:
- The customer you will serve
- The differentiated way you serve them
- The values that determine how you will serve them
- The persona (or character💅 ) you'll use to interact with them.
It's your brand’s beating heart and its moral compass. That's why it's the indispensable first plot point in your brand's storyline.
Most often, content is the part of your brand story that a potential client will notice first.
Think of it as the first half of a rom-com. If you're the hero, then your content gives your ideal client plenty of cinematic moments where they can start to fall for you.
The meet-cute of an ad.
The savior moment of a helpful post at just the right time.
The quality alone time of a newsletter.
Your content is the proof that you've taken the time to understand your audience, and that you're willing, able, and eager to provide them with something valuable - whatever “valuable” means to them. (more on that in a future post)
Good content establishes trust – the ultimate customer aphrodisiac.
The Call to Action
If you're like me, then this is the moment in the story that you've been waiting for - things are about to heat up.
Prior to this, you and your ideal customer have been sizing each other up. But now, they're interested. Like… really interested.
Conversion copy is the part of the story where you make your grand gesture. It's where you stand outside their window with a stereo on your shoulder and tell them why you're right for them. (Or why you're not.)
It's high stakes, which is why it's crafted with care.
While “conversion” means something different to every business, conversion copy should always make them feel seen and understood, guide them gently through their doubts, and help them to envision what their lives would look like if you were a part of it – for good.
The Continuing Saga
When you're a business who cares about its customers, that “order confirmation” or “new inquiry” form is the beginning of your relationship, not the end.
And nurture copy is what happens after “happily ever after.” Investing in the way your business treats its customers post-sale can look like many things.
Maybe it's a laugh-out-loud packing insert.
Or a beautifully cohesive onboarding guide.
It could be guided video tutorials, holding their hand and cheering them on.
No matter what it looks like, your nurture copy is what makes your client relationship bloom. It's the way you tell your clients that you're in it for the long-haul, and it can make the difference between a satisfied customer and a vocal brand advocate.
There's nothing that takes you out of a story like a plot hole
And there's nothing that disrupts your brand experience like inconsistent messaging.
And it does so in a way that's difficult to bounce back from.
The goal of a thriving brand is to fully develop each piece of their brand story. When it does, it keeps your past, present, and future clients captivated from prologue to epilogue, and everywhere in between.