The best brand strategy to connect with your buyers

Trends come and go, but the human need to be heard, understood and feel a sense of belonging is everlasting

In both our professional and personal lives, we almost always make a purchase because we seek to feel something. More confident, more successful, more aligned to our aspirations. 

It’s really all the same thing.

Listing off the features of your product or service will rarely get you a resonant response, but striking a chord emotionally will. For example, we’ve recently been supporting a client who is preparing to launch their online organic food store. The temptation is to list what I’d call the ‘facts and figures’ - how many products they sell, how quickly it can be delivered… that kind of thing. Instead, we’re painting a far more illuminating picture. We’re talking about the founders’ own health journey, and how their experience of a toxin-free diet gifted them greater vitality, better sleep, and the ability to think so much more clearly. There’s not a person on this planet who wouldn’t want to feel more vibrant and energetic! It’s easy to see which is the more compelling message.

Ask yourself this: how is my buyer feeling, right now? And, what do they want to feel? How does your product or service move them closer to where they want to be?

Then, tell *that* story, in the most authentic way you can. It doesn’t matter what you’re selling - everyone is seeking something that they don’t yet have. And when you understand that, it changes everything.

So today, I’ll leave you with this challenge: to find an angle on your messaging which appeals more to the emotional mind than the logical mind.