When you talk about branding, you talk about purpose. As a sales professional or entrepreneur, you need to be able to convey your purpose by giving value to your customers. Add that with a strong conviction to help and people will get naturally inclined to connect with you. You don’t sell anything. All you need to do is help and this will help you achieve success.
I’m bringing in Jeff Charles on today’s episode because of the great value that he has to share. Jeff Charles is the founder of Artisan Owl Media, a content marketing agency that helps entrepreneurs earn more business by helping them learn how to persuade more effectively.
In his recent article Selling with Conviction: Your Brand’s Purpose, Jeff emphasized some points and insights which are paramount in the world of selling.
Here are the highlights of my conversation with Jeff:
Jeff chose to write the article on branding to emphasize these points:
- Branding should be on the top of your mind.
- You don’t connect with the product, you connect with what they stand for.
- Make your prospects trust you more.
Elements that make a brand trustworthy:
- The Human Aspect
Social media has made it easier for corporations to reach their customers. The fact that you exist more than just your product or service is what attracts people to you.
- Mark Di Somma, Senior Brand Strategist at The Blake Project and branding guru, laid out 5 questions a person should ask themselves when establishing their own brand’s purpose when starting a business:
- What did you see that you wanted to change?
- How can the pursuit of that change make a big difference?
- What change do others want to see in the world? How does your brand fit into that?
- How can you articulate a purpose that will inspire your audience to trust and support your brand?
- How will your purpose motivate everybody that you come in contact with?
How to stand out from competition:
- Who your brand is is the soul of what you do.
- Purpose is what differentiates you from somebody else.
- Stand for something more than what you sell.
How can the pursuit of change make a big difference?
Do some soul searching. Go deep. Why did you decide to start the business you started? How does you offering translate into making a difference in the world around you? Think higher than what you’re selling.
Provide distinct value to the people that you want to sell to.
- What do they want to change?
- What are their problems?
- Why are you doing this?
Stay in touch with your “why” to allow you to pursue that change.
“Stop selling, start helping.” – Zig Zigler
- Look at every person you talk to as somebody you’re looking to help and not to sell.
- Help the person get what they want.
- If you’re convincing someone to do something that’s going to make their life better, you are doing something awesome.
Many people buy for emotional reasons.
Your conviction is what makes people want to act. If you believe so strongly in what you’re selling, that is far more convincing than just throwing out some facts and figures.
Create a movement.
- Keep your mind above what you sell and not just on the nuts and bolts of what you offer.
- Look at sales as a way to improve the lives of the people you’re interacting with.
Case study: Dove (the company that sells soaps and other hygiene products)
What makes them different is their overall mission which is not to sell soap and hygiene products but to make women feel better about themselves and raise the self-esteem of women across the world.
Through the Speak Beautiful Movement, Dove noticed that a lot of women say bad things about the way they look on social media. They countered that with this movement encouraging women to post things that are positive about their body.
That’s what makes people connect with them.
Jeff’s Major Takeaway:
Find a way to stay in touch with your purpose. Branding and purpose are synonymous. Write it down and keep it in your desk. Anything that reminds and keeps you in touch with what is going to help you keep from focusing on the nuts and bolts. Remind yourself of your purpose as often as you possibly can.
Read Jeff’s article: Selling With Conviction: Your Brand’s Purpose