Brand Voice for Customer Retention: A Workshop

hello hello can everybody see and hear me if you can see and hear me say something in the chat looking at you Jenny hello Kate thanks for joining Matt's here this is great cool I'm stoked Austin good to see you too man lively crowds love it welcome everybody so I'm super excited about this to be joined by on ahead Sol onna is amazing she's in unreal right now working with us and every week she's just dropping

incredible incredible nuggets of knowledge and wisdom on us about how we talk about what we do and how we talk about our business and you know how we can help others so super super excited for her to share that with you I think you'll get a ton out of this I know she's got some interactive stuff planned throughout Matt no II cannot see you throughout the the workshop here feel free to ask questions in the ask

a question part under the video somewhere here maybe or in the chat and I will do my best to facilitate that to onna in real time so yeah ask it anytime during the workshop we'll try to answer it on the fly if it's the right convenient time to do that otherwise stay through the end we've got another works worksheet sort of takeaway for you and we'll answer questions after Anagha through her presentation for the most part

so I wanted to talk a little bit about what unreal is because you've probably seen it on the thumbnail of this event and you may not be aware I know we have a strong unreal contingent live with us here right now welcome guys thank you for being here unreal is a basically an accelerator a 12-week workshop to help freelancers and founders reach the next milestone for their business whether that's just getting started or going to the

next stage we put you in a group of five other under five other individuals who are working on their own projects or business we meet every week for an hour and we help you really put the pedal to the metal and get to that next stage so it's great it's a community of people that are like-minded that are like you who will help you out what love to talk to you more about it you can check

out unreal collective calm to learn more but for this workshop I want to turn over as much time as possible to Anna Anna is a conversion copywriter and brand strategist she's she's been with us for the last several weeks and like I said she's been just absolutely crushing it and giving us a ton of great great insight and help so Anna I'm going to turn it over to you and I'm going to fade into the background

all right thank you for the lovely introduction Jay I'm so excited that all of you are here let me go ahead and share my screen okay how's that looking if it loads its loading it looks pretty good all right hey here we go okay so again thank you all for coming super excited yes blue pedal-to-the-metal here we go so first uh what are we doing here I ask myself that every single morning when I wake up

so we're here to get you thinking about your brand voice in a way that will help you with customer retention we're going to be covering how to properly connect your brand with your target market how do we begin to build your brand voice in order to effectively communicate your mission and how do you brand voice can develop trust which leads to a lot of other really great things but really why we are here is because writing

for business is hard I am a copywriter and it is hard you take this big nebulous company this big idea how do you translate that to the market that's what a brand voice does and we're gonna explore that so who the heck am I I am a conversion copywriter like Jay said do specialize in website and email sequences and I'm also a brand strategist but really I think of myself as a facilitator to empowerment but super

fluffy sentence means I help your business succeed through data-driven highly researched copy that pops so well we're here for brand boy what is it I love this quote by David Carr distinctive emotionally powerful work that cuts through with more buyers than your competition consistently and in the long term builds great brands and revenue this is my favorite definition of brand voice because it doesn't say brand voice is it tells you what brand voice does write its

distinctive its powerful it cuts through it speaks to your buyers more than your competition it's consistent and it is the long game really what a good brand voice does is create this beautiful cycle which is the goal of every business right through consistent voice you develop trust with your customers they turn into ridi customers which increases their lifetime value and then turns them into brand evangelists if you think about a brand or a product or a

company that you really love and that you've recommended to your friends you would never recommend a company that you're like well sometimes it's good sometimes it's bad but I mean it's kind of awesome hey friend go check it out that doesn't happen you only recommend brands and companies that are consistent and you know what you're getting from them so that Billy is the goal right to be top of mind in your category and increase the chance

that a buyer will notice and think of you when they're in a situation that your product can solve down to toothpaste right like when I think of toothpaste I think of Tom's because I love Tom's they're consistently good I love how they make my teeth feel my teeth look great when I use them I always think of Tom's it's consistent but really the goal for a strong brand voice is to make writing for your business easier

because like I said before it's hard all right that's great we figured out what brand voice is and what it can do but how do we even begin to start thinking about it where do we go so I'm gonna put on my teacher cap I used to be a teacher and sometimes the best way to take a really big idea is to put it into a physical form so what we're gonna do we're going to do

a little exercise and we're gonna embody a brand identity what does that mean the best example is this super famous commercial we all know it we all love it it's one like a bajillion awards right so here is Mack this chill young hip dude with a hoodie and he's like life's not that hard it could be more simple like here's this complex problem let's solve it in an easy manner and PC again this is Apple's version

of what PC looks like but pcs like this washed-up business executive so this to me is the best example of what a brand would look like as a person it helps take that big idea and funnel it into something that you can interact with that you can touch it you can sink your teeth into it so I hope that you brought pen and paper so right now get your pens out grab a scrap piece of paper

if you don't have any around that's fine you can just do this in your imagination but I want you to think about what your brand would look like as a person walking down the street take a minute or so to draw it I'm gonna keep talking while you're drawing just to like help spark the imagination so thinking about the Mac commercial right that guy's like super chill he's got a hoodie he's like very approachable easygoing nerdy

but some somehow also cool maybe your brand is a hipster with like a vintage Jean only drinks pour over coffee or maybe they wear flannel and have a giant beard and drink micro brews and hang out at like cool hip places or they're a business executive with suit and a tie and they have very firm handshakes and they drink martinis and they're super classy so think about if you met your brand on the street what they

would look like and I would love for you to share in the comments some of your ideas just to kind of see what you're thinking how you're imagining your brand even if you're a solo entrepreneur like me like my brand is me right still do this exercise the because you still have a brand like here's mine for example I'm not a good drawer but this is how I imagine my brand as a person I have a

lot of different facets of me right I have who I interact with as my friends when I go out at night when I hate and hang out with my family but as a business I try to go for a flannel wearing down-to-earth professorial type that's who my brand is so even if you're solo entrepreneur do draw that and I'd love if you feel comfortable share in the comments let me know like what are they wearing what

kind of coffee do they drink do they have super fancy shoes Iona if I'm not if I'm not super confident in my drawing abilities can I just write down some object like some adjectives and sensors absolutely so if you can't draw even if it's just a stick figure and then you can point to you know the body and be like they're wearing flannel as simple as that but really think about making it tangible thank you for

that question Jay it's okay if no one wants to share that's fine I can I can give you some thoughts online yeah that'd be great so thinking of unreal as a person this is a fun exercise and I'm working with Jenny right now on some some brand stuff so this is this is fun and kind of top of mind I think of unreal as a smiling smiling person probably a male probably because I'm male and I'm

biased that way so that's a good question do you should you think in terms of gender on this sure you can't I mean I think in terms of gender because I'm female and I'm a solo entrepreneur so my brand identity is much more female driven it's a pet it really depends on what you're selling if you want to think about gender I mean you can think about it as just gender neutral right you're approachable on both

sides but that's a great question it really depends on who you are and how you want to interact right there's certain characteristics that males and females bring to the table thanks Clayton so you're even feared shared his this is great yeah I like that wearing great outfits with pops of color like you've really thought about this I mean you are also a designer but clay I'm drinking coffee in one hand and holding a book in another

Kate your caffeinated and excitable I love that I'm also right now very caffeinated and excitable these are great so thank you all for sharing Nike sneakers all right Austin I love yours Jay do you want to keep sharing yours from unreal a smiling smiling guy kind of like intense eyes I think good at answering questions that's not a look though but comfortable like probably wearing you know maybe a hoodie I'm just describing myself at this point

probably wearing a hoodie something comfortable maybe a little dressier but only because they want to totally by choice okay okay so keep a hold of your drawing or your list of adjectives whatever you have because we're gonna be referring back to it later all right Austin can you hear us again you said that we cut out hopefully you can okay so now that you have alright so now that you have this drawing of a persona of

your brand I want to go into a couple examples of what brand voices can look like so just to give you more of an idea of how a brand voice works in the outer world the best is let's do a side-by-side comparison right Starbucks coffee and Dunkin doughnuts at the end of the day they're both selling coffee they're selling coffee in their cafes and they have retail and grocery stores but they interact with their consumers completely

differently because of who their brand is so a couple examples here Starbucks on Twitter they're this Twitter user it's like I feel like Starbucks knows me better than any of my friends because how much I connect with my iced caramel macchiato Starbucks is like we got you goo heart very conversational very celebratory they they sound like they're already best friends right and so then you look at Dunkin Donuts Twitter feed and it looks like this this

is total customer service oh no oh no oh no oh no I had to scroll through quite a bit of Dunkin Donuts tweets to find anything that it was celebratory and I think all it said was that's great so they're all about like sorry to hear this D Emma's let's make this right let's make this right two very different approaches two different to the same platform okay so how about Instagram how do they interact on Instagram

Starbucks talking to one of the users I think it there today we're asking about a new drink that they had just released they're like hey you know adding milk will make it slightly creamier you recommend this type of milk and the users like wow thank you I'm gonna try this this morning that type of conversation is something that someone would have when they go into a Starbucks the barista would offer that advice hey we suggest adding

this type of milk and the person is like I'm already there thank you I'm gonna try that this very morning very conversational very experience driving and engaged Dunkin Donuts this is this is great so Dunkin Donuts has some super fan that has an Instagram page that all they do is write raps about how great their donuts and drinks are and I mean this is this is hilarious it's awesome they talk about their favorite server I think

this is incredible Dunkin Donuts doesn't respond to this person now I know you guys are all thinking oh my gosh they are failing at social media don't they understand why it's the they're doing a terrible job I'm gonna say they're doing exactly what their brand should be doing and it goes down to what their voices and their mission so why the difference between these two brands that are selling essentially the same thing it's because Starbucks mission

is to inspire and nurture the human spirit one person one cup and one neighborhood at a time they're interactive they're emotional too celebratory they're experienced driven you know we got you boo heart they're all about that that experience if when you come into a Starbucks and you're there for four hours writing that blog post that you keep putting off or you meet up with a friend to chat over drinks Dunkin Donuts I mean think about their

tagline America runs on Dunkin they are about freshest most delicious coffee and donuts quickly and courteously Dunkin Donuts brand is much more transactional dependable they care about quality and speed so Starbucks is experience driven Dunkin is speed driven think about their Twitter conversations Dunkin Donuts cared about someone having a bad experience and maybe their drink didn't come out right or it was slow you go to Dunkin Donuts for that quick dole of coffee and you go

there because you know it's gonna taste the same and you know it's gonna be great and it's gonna be hot and delicious right so I just really like this example of how brands interact differently depending on their mission or voice okay go back to your little drawing or your imagined imaginary brand persona and think about how that person would interact with other people so how would your brand say hello how would they deal with the problem

how would they handle a complaint do people want to keep talking to them do you want people to keep talking to them I mean think about Dunkin Donuts they didn't really want to have a conversation they just wanted to be the dependable place where you can get a cup of coffee so let's start with the easy one I'm gonna have you guys interact again if you feel up to it in the chat but tell me how

your brand would say hello is it a handshake it's like a fist bump a high-five you know like a head nod like hey what's up do they say hello did they say hi do they say hey yo is it chill conversational think about how your brand would greet someone on the street and if you want to share it that'd be great J I don't know if you want to share what you think how you think unreal

would say hello I definitely like the high five high five your high fiber your brand is a high fiber it's the brand has been such an extension of me so far that I still feel like probably yeah probably a high five okay all right we got a hug I love that Jenny I'm a hugger a fist bow waving I love that book Clayton that is great find a common ground to speak to immediately right head nodding

keep moving perfect down two down of business all right so thank you all for sharing what's up high five awesome Austin so but and you knew that there had to be a but at some point in this presentation how is your brand persona interacting with your ideal client if your brand persona met your ideal client on the street would they say hello would they take each other for coffee would they buy each other drinks but they

have a conversation or what they'd kind of do the awkward like oh we made eye contact loops and walked past each other this is the most important question when it comes to brand voice now we're gonna get into the Nitty Gritty of the webinar and talk about how to build your brand voice so you have your brand persona you thought about how its interacted but now we need to think about how it interacts with your target

market this is a typical brand pyramid again as a teacher I like taking a big idea and making a structure out of it so this is a brand pyramid that you like if you search brand pyramid this is pretty much what you're going to find the idea is to build up your brand and your voice in sections so you start with your features and attributes the tangible assets of your project or service the functional benefits so

the benefits to the consumer the emotional benefits is next so how does the consumer feel when they use or buy your product the product or brand persona which is what we have been working with right the drawing of who is your brand and then your brand idea which is the value proposition your unique selling position this is a typical brand pyramid I think this is great I love that it's structured it's something that you can really

sink your teeth into and start really working with to figure out what your brand voice is but I'm gonna change it around a bit because I think this is great but I think it could be better so this is my brand pyramid now you notice all of the categories are the same but they're just in a different order at the bottom I've put the emotional benefits so what are the customers internal emotional pain points your business

exists to solve a problem in order to figure out how to write for business you have to figure out who you're writing to and you're writing to these problems you're writing to the pain or to the desires of your customers and so starting with your features and attributes doesn't really get you there right that's not your doing why that's not why you exist you exist because of these pain points and then you can go into the

functional and the features and attributes so I'm gonna use my brand as an example because I know it really well and I can talk about it so as a copywriter an emotional pain point that my clients feel is externally as I want to make more money right I want to sell more products emotionally and internally what they're actually feeling is I want to feel like a success I want to feel like my idea is valid I

want to walk in and be able to support my family I want to be awesome to my friends right those those desires we all connect deeply somewhere to those desires feeling like I want to be a success and I want to be valid in my idea so how can my products all these pain points well I can take the really big idea and I can write it in a way that's translatable and communicable to their market

I can help validate their awesomeness a features an attribute so why am i best equipped to solve the problem this is where you can get into that like if you're selling a product well you can throw it against a cement wall and it won't break and it only weighs a pound so it's super light that kind of stuff right for me it's like I have a process and a methodology and I am really research driven so

we do interviews and analytics all of that stuff right because you're not gonna get to all of that stuff without the person really connecting with like you can solve my pain point then they care more about your features and attributes and then from there I can figure out okay this is my brand persona how do I communicate that to my customers because I know my Y and then the brand idea what makes me unique okay so

again two different ways to approach branding and brand voice the difference being features and attributes is at the bottom of a typical one online is emotional benefits so why did I change this around I love you all to death but no one cares about your features no one cares about how long you've been in the business they don't care that if you drop it from a 10 story building it won't break they don't care about that

what they care about is how you can solve the problem so here's a bad example of some copy this is a home kitchen and appliance a real retailer and this is what most of their tweets look like a couple sentences with a link there's no pictures and here's here's the copy a Volk of reaction with our metallic luxe premium evoke range available now now I can take this apart piece by piece about why this is not

a good line but the main thing what I want to talk about is no one cares about metallic looks they don't when you buy a kitchen appliance or an accessory or something for your home you're not trying to like find shiny things you want to in the press your friends that come over to your house like if I'm hosting a dinner party I want to be able to have the tool that we'll be able to make

like the best pasta ever so when my friends sit down to eat they take a bite and they go oh my gosh you're the best cook in the world and then if if that appliance happens to be shiny with whatever a metallic lux is and it makes my kitchen counter look sexy when it sits on it sweet that's a side benefit but really my desire is to impress my friends who walk in the door and sit

down at my dinner table so if you look again I black them out of who this actually is collision one Internet shame them but if you look throughout their social media they have very low engagement because they're talking very future-focused no one cares about it they care about how they can impress their friends at their dinner party they care about how they can make a super Instagram Abul cake so people think that they're awesome so again

why is this important why are we talking about building your brand voice and starting with the emotional benefits because writing is hard it's really hard to take your amazing idea which is at the top of the pyramid and be able to write in a very cohesive way the reason why you need to start with the emotional benefits when you're thinking about your brand voice it's because you need to know who you're writing to if you sit

and you start writing in a silo you're gonna get a tweet like that home appliance retailer right it's just kind of stale sort of dead in the water doesn't have any life to it because they're not they're not really writing to their audience they're not writing to those pain points so I want to help you dream about what it would look like if you had spent the time to like really build your brand voice and think

about all of these different parts of your pyramid what a strong brand voice can do is make decision decisions easier it doesn't just make writing easier it makes all of your decisions easier so you can ask yourself is this something my brand would say is this marketing decision in line with my brand with my brand interact on this platform how would my brand offer this new product would they offer this new product and how do this

solve my customers problem so let's take the with my brand interact on this platform example if your brand is a super professional slick-haired business suit kind of brand and everybody out there is saying right now everybody needs to be on snapchat if you're not on snapchat you're dead in the water what are you doing be on snapchat putting a brand that is very businesslike into a platform like snapchat is like putting a like round peg in

a square hole it just doesn't quite fit it's gonna create massive headaches for your and your team because you'd have to figure out what content do you put on snapchat it's not really in line with your brand so you're gonna have to you're gonna be trying to force your words into something that doesn't fit it's okay to say no let's not be on snapchat let's put our focus in linkedin or on twitter where our audience is

and where it's natural yeah no thank you snapchat yes Kate I agree like your market if you're a business executive brand they're not even gonna be on snapchat and if they are if they're gonna use it very privately just to talk to their dearest loved ones they're not on there for business so creating a really strong cohesive brand voice will help with communication between you your team and your customers literally everything is easier because you have

a defined purpose you have a defined way of talking about what you do and who you are and how you can help so the big lesson in this whole webinar is that companies with the determined brand boys get to sip margaritas on a beach more often why because think about all of these decisions I just said of would my brand not for this product when we interact on this platform etc etc those meetings with your team

that could last hours suddenly become 30 minutes because someone in the back can raise their hand and say I feel like this isn't in line with our brand oh it's not okay that option is now off the table what is in line with our brand purpose leads to profit starting at the bottom with your customers with their with their internal pain points and building up from that makes this whole cycle possible you can develop that consistency

in that trust because your team is on the same page you're on the same page your customers are on your page and it creates this beautiful cycle of brand evangelists and then more people come in and the cycle keeps going so customers are your foundation starting to build your brand from the bottom up all right now I want you to get your drawings out again and take a look at them and really look at them and

be honest here oh sorry I thought I turned off all of my notifications nope this lack hey hey so sorry when Do Not Disturb fails you is this moment all right so I want you to look at your drawing of your brand persona really take a look at it and be honest with yourself and with me when you drew this were you thinking about your customer were you thinking about their internal pain points and how you

would interact with them you probably weren't you're probably thinking about this ideal version of what she wants your brand to be it'd be so cool if we were like that hip brand that always responds with gifts and really funny stickers if that's how you were drawing your brand crumple it up and throw it away like right now it's basically useless because look at the pyramid your persona is up near the top if you start building here

and then you try to fit it into all the things that are underneath that's a super flimsy foundation so before you even get to what your personality is really go through the work of figuring out those emotional benefits the functional benefits the features and attributes and then how do you communicate that with your customers and what makes sense as a personality that communicates the properly if after you go through this and you draw your brand persona

again and you've done all that work and it's the same thing awesome pat yourself on the back you're amazing but validate it right don't just start with this really great drawing of who you want your brand to be make sure it exists with the foundation so go forth and be brilliant because I used to be a teacher I gave you homework if you there's a download downloadable worksheet for this webinar I've made a with the brand

pyramid and there's some lines where you can start really filling it out so if you go to on enough Hetzel comm slash webinar you can download it and get to work start filling it out if you're a solo entrepreneur like me obviously I would do it alone if you have a team please do it with your team bring them in even though you're the founder and you're this or that you're the CEO they work with other

aspects of your brand that maybe you and that might not know as intimately and they can bring more ideas in to make that brand voice even more solid and it lets your team have more skin in the game and helps start creating that cohesion and that teamwork that just makes everything easier if you want my help I have a catalyst branding power tower it's 60 minutes it's super intense bring a cup of coffee we'll go through

and really work out the external and internal pain points of your audience we will find the benefits and the features that correlate to those and we'll get a rough draft of your value proposition and at the beginnings of a branding guideline to help you with all of your messaging going forward so that's also at Ana's Hetzel comm slash webinar and you can scroll down and learn more about the Power Hour if you choose to go forward

with that I'd be great I'd love to work with you use the promo code pyramid for 20% off so if you take anything away from this entire webinar is to let your customers be the base of how you determine your voice let them drive you they are already your why right to them right to their pain points let them know that you can solve it okay any questions thanks for listening in I'd love to hear any

questions that you guys might have and try to figure out how to stop sharing my screen I can help I put I put the worksheet link in the chat and there's a button below the video now that also goes that same worksheet links so guys feel free to add any questions you have here in the chat or in the ask a question on I had a question which is probably like many people I I've probably you

know now that I figure out my brain voice I haven't been doing that what's it look like to transition to a better plan and a better voice that way is there anything that we should be thinking about other than just like starting now do it differently I'm gonna reword that question to make sure I understood it so taking you like you develop your brand voice you figure it out your pyramid how do you start using it

yeah so let's say my business is existed for a year two years five years and we've not put much thought into how we use our brand voice or how we are intentional about that with our messaging elsewhere let's say like social media for an example is there anything we need to do to transition from that unintentional 'ti to intentionality other than just starting with this new voice so that's a really good question it depends on how

different the new voice is if it is radically different after you go through this process and you realize while we've been doing literally everything wrong and we need to change then you need to think about maybe you promote it as like we are rebranding like make it a little bit more newsworthy so you have something tangible to talk about like maybe get like slightly updated logo change the color whatever make it a newsworthy thing or you

can go hey we've updated our look and feel like we'd love your feedback what do you think because if you're changing your voice you're going to be changing your website percent if your voice is changing your website should change and so you can talk about we have a new website go check it out and that is an introduction to your existing customer things may be a little bit different if it's a slight change you can just

start slowly adding new language in right it can be a little bit more organic it really depends on if it is a holy cow of 180 everything is different you need to talk about it to your customers because they're gonna be shocked and I would make sure if it is a 180 difference and you feel like you need to change everything ask your customers your current customers first give them a survey what do you want to

hear from us so they feel like they had a voice in this change even if you don't like any of their stuff doesn't really make sense like they still feel like they have a voice in the change okay we've got three questions okay I'm going to move the two questions from the chat we can start with Austin he was first my customers and users are different groups of people who should my brand talk to customers and

users are different groups of people who should I branch out to you so that's it's kind of hard to know what you're selling and who your customers and users are but I think at the end of the day do they have same pain points youth programs paid for by nine nonprofits so your customers are the youth and the nonprofit's are I know your users are the youth and the nonprofit's are the customers so am I correct

Austin yes okay great I actually have a client that does pretty much just this and so finding that balance between how do you talk to the youth that would come in and use whatever your program is and the nonprofit's at the end of the day the excitement that you generate in the youth is what's going to speak to the nonprofit's right so you're doing some type of change for the youth in these programs and that's what

probably the nonprofit's are caring about you're solving some type of problem that the nonprofit's are already excited about so showing that excitement like it's still kind of the same pain point it's whatever you're solving in that program the nonprofit's probably already care about so you can talk and you can talk to both of them um when you talk to youth it'll sound a little bit different but at the end of the day you're doing the same

thing does that make sense great yeah now your collateral will be different depending on your audience but your value proposition you're changing live somehow I'm assuming if it's with the youth programs and nonprofits okay add on to that question do you see that people utilize in that situation would they utilize different communication channels differently like would you have to speak to the nonprofit's through Twitter for example um it depends on where they hang out maybe not

in profits are mostly on email the kids are probably mostly on snapchat and Instagram and so it's how how many platforms can you physically handle keeping up with that's a really big question so if it's just you think about choose to to get really really good at and then start adding a little bit more depending on where things are going I think that's I can't really tell you which exactly no but your brand is Austin and

what you do but I would I would think about where do the nonprofit's and where do the kids hang out and choose one for each of them and focus on that and get that system going because what I see too often companies doing is that I try to be on every single social media platform all at once and it's exhausting and they haven't figured out how to be right and figured out their brand voice for those

before spreading out great we have a pretty immediate question here from Ray which I like he says I'm having trouble defining my target customer his product is called spoolie it is an earbud management product he says since everyone has ear buds in tangled cords including you and everyone else in this call and any six year old girls and 70 year old men what are your advice for what is your advice for a brand voice across that

large continuum of people yeah so this is this is a media question but the answer is pretty simple I think where people get really caught up with target markets as they think too much about demographics which is great for like social media targeting ads but you've you already have your brand voice the pain point is like everyone has tangled cords so talk to that problem everyone's gonna respond to that in the same way like yeah I

hate it when all of a sudden I have a phone call and I spend like three seconds on each ring trying to like get you know my earbuds separated so I can plug it into my phone and have that call we all experience that and that's something that is communicable across every single age group love it and we have a question here from Jenny that says as a new brand what are the steps to take to

find my target customers the steps to take to find your target customers um I think what she's saying is she's starting this brand and Jenny let me know if this is not correct she's starting this brand so she doesn't know you know who her historical customers are because they aren't there aren't you right so yeah so Jenny I did the same thing when I started my company I didn't have a circle customers to look at but

again you can still start with what do you think the emotional pain points are that you're solving really think about okay so you have a brand you have a company what are you solving start with that start talking with that and you can kind of you can guess and if you're thinking about target markets maybe it's mostly women and so you can have two two types of messaging going out and you can a be tests if

you want to get really scientific about it but really start with the pain points and really dive deep into what are they wanting to solve when they come to you answer that very directly with no fluffy language at first because you don't know who you're talking to yet right you just know what what they're experiencing but you don't know who they are so very direct non fluffy talk this is what I do to solve your problem

and then once you start getting clients and customers make sure you have a feedback loop in there of great they've bought a product or they've interacted with you have an automatic thing where they get sent a survey or just a couple questions of what did you like about this what's do not like about it and really be intentional about the questions you ask so you can get that idea of who am I talking to who's responding

best to my product does that help Jenny awesome all right are there more questions that's all we had listed anybody else have anything they want to throw in here or Ana's or something that we didn't ask that we should have been asking um I think uh okay sorry I'm really bad with names Rey I really enjoyed your question because it gave me a chance to talk about demographics and I really want to challenge you it when

you fill out your worksheet to disregard completely demographics while you're thinking about those internal pain points unless it's necessary to your brand like if you're selling you know Walker's to help people who are in their 80s then maybe you should think about demographics but like Rae yours goes across all ages put this side those data points right now and think about emotions I know it's really hard and we've all been taught to do that but just

put them aside and really think about those deep desires and that'll get you really moving into how you can communicate and how you talk and then you can start start thinking about demographics because you have more of a drive and you have your why I'm into it awesome I feel like a mind reader great well that's all I had on it there's nothing else that the audience is looking for or anything else you want to share

can you talk to us again one more time maybe about the Power Hour and and how we can talk with you further or where we can find you online yeah so if you go to Ana's Hetzel comm slash webinar if you click on the brand worksheet call to action it should take you there as well it'll have the worksheet and then if you scroll down there will be more information about the Power Hour again we'll find

your coffee hierarchy so what's most important will help dive deep into those internal pain points and figure out the benefits and like the solutions that you have for those pain points and how your authority which is your features how those tie into all those benefits and will work to build that pyramid up and up and at the end of the hour I'll create a downloadable PDF that has everything that we talked about all written down you

can print it out and share it your team or put the brand guidelines that would come up with on your poster board again this is just preliminary to get you really talking about it are we going to have to be certain about our clients pain points no you should have an idea of what their external pain points were like I don't know if you remember me talking about an external pain point of my clients is they

want to make more money as long as you know a couple of those we can get down to the nitty-gritty of what deep down they're actually feeling that's a great Kait amazing well honor thank you so much for doing this and sharing your time with us this is super helpful I'm gonna go do this worksheet myself yeah and I would love if you guys fill out the worksheet you can find me you can fill out a

contact form on my website and tell me how it's going or you can find me on Twitter okay let me put my Twitter handle and that is my Instagram handle as well I'd love to hear how this goes for you and how it's helped and yeah thanks so much for for sticking around this was fun great okay until next time thanks everybody all right ciao