In today’s digital-first world, attention spans are so short that a brand has literally milliseconds to introduce themselves and hook their audience. Anything short of crystal clear communication will skyrocket your bounce rate, and plummet your sales pipeline – you know that thing your cousin Vinny set up on Facebook that’s supposed to bring in the dough.
Most brands follow a standard marketing playbook – set up a landing page, dump a ton of cash into Facebook ads, then hope for the best. It’s a straightforward approach that can totally work for some, but only if it’s rolled out correctly.
And by “correctly” I mean that your landing page and content are market-tested, studied, refined, redeveloped, retested, optimized, and regurgitated over and over again until someone clicks. Then, when the clicks stop coming, do it all over again. It’s fun. Really…
So, what’s a savvy brand to do when the fish won’t bite?
It’s easy to assume that people just don’t want what you’re selling when your bounce rate is high and your content is being ignored. But before you let self-doubt get the better of you, take a look at your messaging.
Yep, those little characters that tell people what your brand stands for and how it directly relates to them.
Want good sales? Write good copy.
I know what you’re thinking – humans today don’t want text! Give them video, give them animation, give them interactive explainers – but for god sake don’t make them read. Ok, calm down sparky. 85% of the global population 15 years of age or older is literate. You can send a few sentences their way, and if you hook them just so, they’ll read it.
And to hook them is to write language so clear, so compelling, so aligned to their values (and so short), that they simply can’t resist.
The difference between good brands and excellent ones is purpose.
How does this relate to branding?
The most perfect piece of language in your brand arsenal.
Skip your sales pitch, ditch your feature list, and say goodbye to your bio. If you don’t have a rock’n purpose statement, you got nothing, because, without a purpose statement, no one is going to be compelled to look further.
The purpose statement is a tight, clarifying string of words that tells your audience the four things they need to know about your brand in one sentence.
Yep, you read that correctly. Distilling the totality of your brand into 8 or so words is no cakewalk, but it’s something every brand can and should do.
An example of a great purpose statement.
To inspire and nurture the human spirit one person, one cup, and one neighborhood at a time. –-Starbucks
How to write the perfect purpose statement.
The good news is that writing a purpose statement is easy. In fact, it’s so easy, it’s baffling that more brands large and small don’t have one. To write the perfect purpose statement, start by answering the following questions about your brand:
HOW does your brand work/reach/serve your audience?
ex) video lectures and on-screen tutorials
WHO is your audience?
ex) entrepreneurs and side-hustlers
WHAT is the core product/service/benefit of your brand?
ex) timeless logo design principles and techniques
WHY does your brand exist?
ex) help my audience attract clients
Combine your answers.
Once you’ve answered the four fundamental questions about your brand, it’s time to string them into a sentence or statement. Here’s how the example answers above work together to form a purpose statement:
“Mocha Design Studio teaches entrepreneurs and side-hustlers timeless logo design principles and techniques through video lectures and on-screen tutorials to help you attract clients.”
Notice that all core aspects of the brand are clear and concise. No one is going to read the above example and not get what Mocha Design Studio is all about. Even better, it clearly defines who the brand is for (entrepreneurs and side-hustlers), which is a great way to empower your audience to self-select in or out.
Test and optimize your purpose statement
Once your purpose statement is in top shape, it’s time to put it in front of your audience. Remember how we talked about market testing early? It’s not always sexy, but it’s super smart to test your assumptions and find out if your purpose statement makes sense and resonates with your audience. So don’t just send it to your Mom, and your best friend’s sister. Put it out there for all to see, then log the feedback, iterate, and revise until it’s working hard on your behalf.
Where to put this thing?
Your purpose statement is now a thing of beauty. It’s short, succinct and hit’s a home run with your audience. Now it’s time to roll it out everywhere. Seriously, your purpose statement needs to be slapped on anything and everything that has your logo on it. For example:
- On you homepage
- On your social media bio
- On the footer of your website
- On your business card
- On your swag
Don’t be like every other brand. Be better! Start with a purpose statement and reap the rewards! Need help with your purpose statement or looking to maximize the reach of your brand to drive sales. Let’s chat!
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