Reason to Believe.

Happy New Year!

Now that everyone is returning from their holidays, it’s time to focus on what the next year will bring to your business.

Since I launched my company, the most frequently asked question I receive is, “What is marketing strategy?”

In its most straightforward explanation, marketing strategy is a comprehensive plan to help your company or brand find its core customers and gain their attention, ultimately increasing sales.

There are some initial questions that you can ask without the help of a marketing consultant, such as:

Who is your core customer or client?

Do you know their buying habits?

Do you know where they spend their time?

What needs do they have that you can help them with?

Many brands know these answers, but it’s more than that if you want to increase sales or expand your client base.

When I was in college, I worked for a very well-known beauty and skincare brand. Not only were their products top-tier, but their consultant training was focused and intense.

They made sure that each of their employees knew their core beliefs.

“Underpromise and overdeliver.”

“Always give your customer a reason to believe.”

When a beauty consultant was discussing the benefits of their products, there was always a demonstration so the customer could instantly see the results.

Their most famous demonstration was the 2-second tape test for their skincare line.

The consultant would apply a piece of tape to the back of the customer’s hand while explaining the benefits of exfoliating the skin before applying moisturizer.

As they explained this, in two very quick seconds, the consultant applied the tape, removed it, and then held the transparent tape up to a light so the customer could see the dead skin cells the tape had removed.

While discussing the product’s benefits, an exfoliator was applied to a different part of the hand. Another piece of tape was applied to show fewer skin cells on the tape that had used the exfoliator. Then, a moisturizer was applied to the skin, instantly providing smoother, more moisturized skin.

It was a quick demonstration that promised results and physically proved to the customer that the products worked.

The consultant promised a solution through the demonstration, which worked in overdelivering the results, giving the potential customer a reason to believe in the products.

When I consult with a brand, they can often identify their core customer’s needs. They know which service or product they offer to help solve those needs. Yet, time and time again, they miss the close of the sale because they fail to show the potential customer their reason to believe.

This is where marketing strategy can take a brand’s sales or awareness to the next level.

It’s about delving deeper into why a customer needs what you offer and positioning that ‘why’ in ways that will engage that same audience and give them reasons to believe in your brand.

Perhaps it’s a 2-second tape test or a more focused messaging campaign.

Frequently, I will look at a client’s website or social media page and note that while all the products and information are offered, the reason to believe is lacking.

Let’s chat about how to discover your brand’s reason to believe. Your customers are waiting!

Till next time -

Bridgette