This morning when I was getting my son ready for school I think I asked him to get dressed about 25 times “time to get dressed now… get dressed please… are you dressed yet… why are you still in your pyjamas!?”
My son was distracted. Of course, he was thinking about other things. He was not thinking about me and my requests.
Your customers are kind of like my son. They need to be told multiple times. They are distracted and they are not thinking about you or your product.
You’ve probably heard the saying people need to see your brand multiple times to start to know, like and trust you. Well, we have a saying in eComm Ignitor:
“if you feel like you’re repeating yourself, congratulations you’re marketing!”
Your customers are busy. They don’t think about you as much as you do. Plus not everyone is going to see every piece of content you produce.
Let’s take a look at how you can do this for your online store.
First you need to hone in on your message, get clear on your key brand value proposition and FAB points. Then repeat, repeat, repeat.
1. Identify your key brand value proposition and FAB points
First, you need to hone in on your message. Your brand value proposition tells people exactly what you sell and why people should buy from you rather than the ocean of choices out there. FAB stands for features, advantages and benefits. These are the unique points that help people identify that they want to part with their hard-earned cash to buy your product.
2. Tell your audience
Every touchpoint is an opportunity to communicate your message to your audience.
When people visit your website, the first thing people should see is your brand value proposition. This should be communicated in your hero banner through your image, headline and subheadline.
Communicate your key messages in your social media. Use a balanced mix of content to communicate your brand value proposition and FAB points.
Your emails should be little love notes delivered to your customers with your key messaging and FAB points weaved throughout.
Use the real estate on your product tags to communicate your value proposition and key FAB points.
Helen from https://www.lovelinen.com.au/ does a great job of this:
Your packaging is prime spot to tell people about your messaging.
https://au.whogivesacrap.org/ does this so well:
Communicate your brand value proposition and FAB points throughout your touchpoints. Same the same thing in different ways using a mix of words and images.
3. Repeat steps 1 & 2 continually
Don’t copy and paste your content. Mix it up. But don’t be afraid to repeat the message.
Your brand value proposition and your key features, advantages and benefits are the reasons people buy from you and not the ocean of choices competing for their attention and dollar. And just like my son does, your audience needs you to repeat the same message again and again in order to take action.
Written by Megan Winter
Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.
Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact.