The late, great Joseph Campbell described an important point in the Hero’s Journey.
After plunging to the depths (or scaling up the heights as different stories would have it), defeating chaotic monsters and saving the prize that was lost, the Heroine returns to the world of their peers.
But, not before some critical moment where all appears lost. The Heroine at their darkest hour is on the verge of collapse, but fate is forever altered by the aid of an old mentor. We've seen the story hundreds of times but, that narrative is much larger than stiff logic. As we watch or read these heroic instances, we're transformed a little on the inside.
That isn't exactly what this post is about but, I hope you can begin to see the value in it for heart powered entrepreneurs.
Today is all about not being a stingy poop with your magic powers. It's important for your business to be supercharging your marketplace with remarkable love-marks that only you can provide.
But, before we continue this journey... a few qualifiers to not waste anyone's time.
- If you’re only in your business to make money at any expense, don’t read this.
- If you're in business, but money makes you squeamish, don’t read this.
- If you were born with a huge heart, dedicated your whole life to honing skills, feel the need to help people, and you have a business that is NOT making money as if it’s Nobody’s business.... you reeeeally need to read this.
Okay.... now that we're in good company... consider the VALUE of providing free stuff to your customers. Too meta? Let's break it down.
People love getting free stuff that:
- A) makes them feel better,
- B) makes them look better (to themselves & their peers)
- C) might save them from a lot of pain or trouble down the road.
Giving away brand-related value is the superior way to grow your brand without paying premium fees for advertising.
The value provided in your “free sample” tells exactly what customers can expect in the future. Can you sense the benefits of establishing an expectation in the future with your members, students, customers, and public?
Now, we’re not talking Pavlov’s salivating dogs here. You don’t want to encourage customers to crack-out on freebies. True customers shall not live on freebies alone, thus saith INSIDETHEGOD. You’re not giving away the business. You’re giving away the over-flowing “glory factor” that ought to be the core of your brand. It's worth repeating....
You’re giving away the over-flowing “glory factor” that ought to be the core of your brand.
Whether found through the taste of a chocolate bar, the elegant visual on a sample shampoo label, the timely humor in a Facebook post, or the flow of an introductory coaching call... the value conveyed is not the actual chocalate, shampoo, FB post, or coaching call.
The value is an invisible "third" that brings your brand and customer into a metaphysical alliance. With enough metaphysical gravity (which is "Love" as described by genius R. Buckminster Fuller) physical reality is affected indefinitely.
If you think you can’t afford to freely inspire the glory of your customers, I might forward one of two considerations...
- 1) either you’re branding sucks like Keanu Reeves co-starring with Gary Oldman or
- 2) you haven’t identified the value of your brand, yet.
The communications of your brand value ( the glory story, brand DNA, heart of the matter, etc, etc, ) needs to be decided, generated, and distributed in a way that helps your client where they presently are. AND also suggests which stepping stones are next to get them where they want to be.
If you don't know where they want to be, it's time to start listening to your market.
If your brand isn’t regarded as helpful, it’s not relevant. But being Helpful is just step one. Luckily for heart-based entrepreneurs, it is one giant leap for brandkind. Being a recognized source of help dramatically increases your visibility as a thought-leader and expert provider.
So before you dish more dough on sleek looking logos, or fashioning the smoothest slogans, market research says you'd be better served to have a well developed brand strategy... not just the accoutrements. You gotta go deep into the heart of the matter.
Profitable branding is as much about metaphysics as it is about marketing.
Not heavy hippie stuff per se, but a little love with some buds goes a very looong way.
So you wanna give your people some love?
Ask yourself, what is the #1 benefit people gain by working with you?
Wait, wait, not so fast. Often when I ask entrepreneurs this question, they put a hand to their chin, look up to the left, and go with the first idea that makes them feel good about what they do.
This exercise of knowing what is best for your client can't be done reliably in plane thinking though. Not even the high-level admen of the world's largest ad agencies can get away with that superficial type of problem-solving.
Truth is, BRANDING IS A HOLISTIC EXERCISE from conception to distribution, from public communications to in-house memos. If it were easy, everybody would be doing it right.
So go deep. Imagine your "best" client has just finished your XYZ service/ product. As a result of them choosing you, what goal have they reached. In other words, what's their glory story? Because their glory story is your brand glory story. Without that point of purpose and meaning, you'd just be another company yammering on about what you do, instead of what folks get.
If you begin with the notion of their remarkable experience, you can create a branding matrix that provides a safe path for you and your customers to find the best way home... home, simply being where their heart is.
As reality would have it, we're all hero's and heroines on our own paths of purpose and adventure, but for the stewards of wisdom and the advanced in ability.... it is likely that you will be looked upon as a mentor in your customer's time of need.
You see, if you're still reading this.. you're not here just for the money, but you sure as heck aint scared of it. I imagine the only thing you might be afraid of is not reaching enough people with your heart centered services.
Fret not mentor-in-the-making. You've got genuine LOVE and that is the only way to start the heart. Your fans are waiting.
Want to know more about the time-proven branding method that:
- properly frames your product/ services
- prioritizes marketing ideas
- powerfully positions you in the market
- connects with customers
More profitable by course end,
you'll have a map in your hand,
you'll have a map in your hand,
leading to that treasured place,
their glory story with your brand.
Everything is covered from the mental territory, the metaphysical quality, and the physical authority of your brand being more profitable and better connected to a sustainable market that loves what you do best.