"What's Rachael Cooking?" Integrating Brand Story and Customer Journey
Today’s Guest Post is by Duct Tape Marketing Consultant, Andy Catsimanes – Enjoy!
Every workday I sit down with my business partner – who also happens to be my amazing wife, Shawn – for our mid-morning breakfast break.
We have a set routine, including our menu, which consists of steel-cut oats mixed with peanut butter, yogurt, berries, ground flax seeds, chia seeds, cinnamon and homemade granola (or “crunchies”).
About 35 minutes after the hour, as we sit down to the table, one of us will turn on the television and say, “What’s Rachael cooking today?”
And then we eat our breakfast as Rachael Ray demonstrates her latest shortcut to culinary good times.
The takeaway for your business?
Rachael has made her brand story part of her viewer’s life story and parlayed that relationship into a small empire to the benefit of both her and her viewer.
How do you integrate your brand story into your customer’s journey?
The first step is the most obvious. It’s also where many businesses stumble:
Have a story to tell and a point of view from which to tell it.
Of course, “point of view” refers to much more than your take on things; that’s just an opinion.
Your point of view should encapsulate the total value you bring to your ideal customer, otherwise known as your brand hero.
What is it about your own business’ journey that your brand hero finds compelling?
If you aren’t sure, ask! Or better yet, have a skilled interviewer ask for you.
Jonah Sachs, author of Winning the Story Wars, describes this process as “finding the moral of your story.”
Your moral, writes Sachs, is a truth about how the world works.
Rachael Ray’s moral could be stated as “Cooking is more than nutrition. Cooking feeds the body and soul and brings us all closer together.”
And Rachael promises to show us how to make that work, even with the most time-starved of schedules.
Once you have the moral of your story, weave it into your content at every opportunity.
Equally as important, you must also understand your buyer’s story.
(Notice throughout this article, I refer to your “buyer” or customer in the singular case. That’s a habit I learned as a direct response copywriter, and one that the Duct Tape Marketing System places great emphasis on.)
As marketers, we have access to mountains of data. And the most effective way to organize that data is to personify it.
As Brené Brown likes to remind us, “Stories are just data with a soul.”
That’s why a buyer persona needs to be more than just a profile. It’s your window into the soul of your customer.
How to breathe life into your buyer persona:
In Duct Tape Marketing, John Jantsch recommends that you not only name your buyer, he suggests you might want to make a “Fathead” style cutout and seat it at the conference table during your next marketing meeting.
Ask your persona questions. Enter into the conversation going on in your customer’s head.
Rachael Ray’s marketing team can track how many hits a particular recipe gets online after it has aired on her show.
And like the smart marketers I’m sure they are, they’ll take that information and all the other data they have to not only enter the conversation in their customers head — they’ll use it to enter the story going on in their customer’s life.
Here’s the format we use to begin sketching out a buyer persona. If you haven’t already done so, use this as a first step before you create another piece of content.
Andy Catsimanes is the founder of DayByDay Marketing, dedicated to helping SMBs, churches, and non-profits identify and implement workable marketing systems for predictable growth. Andy’s a Certified Duct Tape Marketing Consultant, direct response copywriter, and experienced WordPress professional. In his spare time, he volunteers as an ally for Circles® USA. For more articles like this, subscribe to the DayByDay Marketing Blog, or connect via LinkedIn or Twitter.