According to the BrandStory philosophy, the CUSTOMER is the hero…and you (the brand), are simply the guide who helps them solve their problem.
Your goal in this section is to establish yourself/your brand as having empathy and authority.
You can show empathy through sharing your own story of how you struggled with the same problem, or by simply showing that you understand what they’re going through.
To establish authority, you can share your credentials, experience, or testimonials from past clients.
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Respond to the top five objections your customers have about working with you (e.g., that it will cost too much money, that it will take too much time, that they’ve failed at this task in the past, etc.) Empathize with your customers’ problem and then show what it looks like to overcome this problem. Give more in-depth info on your products or services.
We’re not going to worry about completing this one today!
However, eventually you’ll want to create a lead generator (aka a lead magnet) that will get people to opt- in to your email list. This could be a free eBook, pdf, template, video…whatever you want.
When you’ve created this lead generator, you’ll write out how it will benefit your customer, and include an opt-in box so they can sign up for your email list.
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