Nacho Caballero's Blog, page 16

25. Does Storybrand work when applied to an NGO? How to create effective marketing to get donations

- We have already seen that Storybrand works for B2B, B2C... personal branding, SMEs, etc... today we will see how it works for your NGO.

- In this case the empathy that we are able to transmit. And how we can empower people to change the world. These are two of the keys.

- I'm not an advocate of using the pain of the people the NGO helps to get more money. Rather, we are talking about inviting people to the change that their money can bring about in the people the NGO helps. It is, once again, inviting them into a great story.

- You have to create two brand scripts.

- MISSION OF THE NGO. It should be about transforming the people you help. How you help them, how they change their lives thanks to the NGO's mission. You have to define well the problem they have and then describe how they feel externally and internally. Then you have to position yourself as a guide by showing empathy and authority. You know what you are doing. Talk about the people you have helped. Then we move on to the plan to help these people who are part of this mission. That's where the donation comes in. Finally, we need to describe what's at stake: what happens if we make it and what happens if we don't make it.

- 2. NGO DONOR. The big difference is how the call to action comes about. What we want is for the donor to be the producer of the story in which these heroes achieve their goal: the people the NGO helps. We need to talk about what the donor wants in their life: it may be that what they want is for their life to have a deeper meaning. If you can invite them into this story, and apply yourself as a guide by showing that you can accompany them on that journey, all that's left is a call to action and a simple plan to get them involved with your cause.

Many NGOs do everything right except clearly state what needs to be done to help their cause. You have to be clear. They have to be clear about what's at stake in every way.

If you want to know more. PRESS PLAY

You already know that if you want me to help you with the message of your brand to apply together everything you hear here and find the right words that make you sell more, you just have to enter my website and book a consultancy with me. Thank you for listening and I ask you for 5 stars on apple podcast, spotify and help me to spread this content to whoever you think it can help. A big hug and I'll see you in the next episode. Bye.

Nacho Caballero. Storytelling and Storybrand expert

22. How to apply Storybrand to artists and creatives

Welcome to Storytelling with Meaning, the podcast where I help you clarify your message so you can connect with your clients and get results. How are you? I'm Nacho Caballero. Go to my website and request a free 30-minute consultancy with me.

Artists have a hard time being good at marketing. In fact they don't think too much about it. Today we're going to reveal how to use Storybrand if you're a musician, photographer, writer, whatever you are on an artistic level... if you're one of these professionals, this episode is for you.

Press play and I'll tell you ALL about it.

You know that if you want me to help you with the message of your brand to apply together everything you hear here and find the right words that make you sell more, you just have to enter my website and book a free consultation with me. I thank you for listening and I ask you for 5 stars on apple podcast, spotify and help me to spread this content to whoever you think can help you. A big hug and I'll see you in the next episode. Bye.

Nacho Caballero. Storytelling and Storybrand expert.

21. How to apply Storybrand to luxury brands or premium products

- Today we are going to talk about how to position your brand using the Storybrand methodology. Specifically if it helps us to position a luxury brand.

- We have already seen how it works for B2B clients, B2C clients and even for companies with both types of clients.

- Remember that we have a Brand Script, a website, an email catcher and a sequence of emails that we use to position our brand.

- We are going to focus on high ticket brands, great experiences and high price. The most important thing in the aspirational identity we have talked about. What our customer wants to become, how they want to be seen and perceived. That's where we have to put the focus.

- We don't have to put so much focus on things like warranty or price or anything like that. We have to make our hero customer feel exclusive. The rest is secondary. We have to be able to make him visualize what's going to happen if he buys or hires us. It has to be very visual and very exclusive.

- What kind of person do you want to become by buying this product or service? The buying experience has to be unbeatable.

- In the brand script, you have to take into account that the problem is not the usual one either. Our hero customer doesn't usually have a physical problem; those are solved. Our customer doesn't need comfortable shoes. We have to solve the aspirational problem. Much more linked to the philosophical issue or the internal one.

- We are not solving a physical problem. It is an aspirational and transformational problem.

- An interesting point when designing brand messaging is that to reach the masses or a more general audience, it's better to use comedy or humor in messaging. To reach a higher or elite level, what works is drama. Because the better position you have, the greater the drama of losing it. We have to exploit this part.

- If you have a luxury or premium brand, you shouldn't use comedy normally. Look at premium cologne ads or premium cosmetics. They're all serious ads and none of them are funny. Some of them we don't even understand.

- In a luxury environment you are offering an identity that the customer is aspiring to.

- Comedy in these cases sends a message that devalues the value of the brand.

- In premium or luxury brands we have to forget about the price and prioritize that the buying experience, acquisition, enjoyment of the product and after sales are spectacular.

And so far today's chapter, you know that if you want me to help you with the message of your brand to apply together everything you hear here and find the right words that make you sell more, you just have to enter my website and book a free consultancy with me. I thank you for listening and I ask for 5 stars on apple podcast, spotify and that you help me to spread this content to whoever you think it can help. A big hug and I'll see you in the next episode. Bye.

20. How to apply Storybrand if I have two types of customers

Welcome to Storytelling with Meaning, the podcast where I help you clarify your message so you can connect with your clients and get results. Visit my website and request a 30-minute consultancy with me.

- Many companies feel confused when communicating to different audiences or types of customers.

- It doesn't matter if it's a B2C or a B2B customer. What you have to be clear about is the problem you are solving.

- What we want to address today is what happens to companies that sell to other companies, but also to the end consumer. That is, they have multiple audiences. Airbnb, for example, sells to those who stay in the homes, but it also sells to homeowners to rent them out.

- What you have to be clear about is that if the problem you're solving for another company is different from the problem you're solving for the end consumer, it's no good using the same brand script. You have to do it differently. Including the website. Many companies and entrepreneurs mix messages within the same website because they want to reach companies and individuals. And that doesn't work

- An end consumer is more likely to reach you through your website than a B2B customer, i.e. another company. In the latter case, it is easier to reach this type of customer through networking. Companies take more into account your image in the market and your reputation. What you transmit in your interactions with others: both personal, but especially in social networks.

- If you have two audiences, it is best to orient your website towards the end consumer.

- To work relationships with other companies, it is best to do it by email and create a specific page for them on your website that sends them from your emails.

- You have to have a main page, aimed at end consumers, but another one ready for when you address businesses, especially through email messages or social networks that lead to that second page.

- You don't need to have two domains or anything like that. You just need to be clear about the link you send depending on the type of customer.

And so far today's chapter, you know that if you want me to help you with the message of your brand to apply together everything you hear here and find the right words that make you sell more, you just have to enter nacho caballero dot com and book a free consultancy with me. Thank you for listening and I ask you for 5 stars on apple podcast, spotify and help me to spread this content to whoever you think it can help.

A big hug and I'll see you in the next episode. Bye.

19. How to apply Storybrand for B2B business

- Today we're going to talk about how to apply Storybrand for B2B businesses. I'm going to spolier you to what this episode raises. The answer is that you can.

- Now that we've finished creating all the pieces of your Storybrand, the million dollar question is... will it work for my business? Will it work for my business, what if I'm different, what if I'm an NGO, what if it doesn't work in my industry, etc.?

- What I'm going to share with you in the next chapters is how it works depending on the type of business you have.

- When you put a good story in a marketing process, it will work no matter what you do...

- When you invite your customers to a great story you have better engagement, sales go up and you waste less time because you have a simple system that simplifies the processes. Moreover, if you apply it to your team... you will have them all aligned for the same cause: the success of the company.

- Many of you are thinking that this will work for a B2C that we turn into a hero, but what about B2B... when you are addressing a company, or you are an NGO or you are an artist? will this method work? A resounding YES.

- In this episode we're going to look at how it works in B2B relationships. When you're selling to other companies. What you need to think about

- Your customer is another company. Don't give it any more thought. What do they want from us, what's their problem? How do we become a guide, give them a plan, make a CTA to achieve success and avoid failure.

- Are you selling to a division of a company? To the technology department or human resources, it doesn't matter. Surely they have a need or a problem to solve. Think about what they would put in Google to solve it and become that product or service.

- I insist: think of the business or company as your customer.

- When you think about the problem, think that there are people in that company feeling that external and internal problem. Also the philosophical one.

- Your business client has to see you as the guide who understands them (empathy) and shows them authority by your track record and client testimonials.

- We offer the client company a three-step plan that puts the solution in place to achieve success and avoid failure.

- As for the vital transformation your client undergoes, think in this case about how the company is when it has the problem and how that same company, which is your client, will be when it hires your services and executes the plan. Never lose sight of that.

If you want me to help you with the message of your brand to apply together everything you hear here and find the right words that make you sell more, you just have to enter nachocaballero.com and book a free consultancy with me. Thank you for listening and I ask you for 5 stars on apple podcast, spotify and help me to spread this content to whoever you think it can help. A big hug and listen to the next episode.

Nacho Caballero. Expert writer in Storytelling and Storybrand.

18. How to implement the SB7 Storybrand SB7 in your business

- It's time to put all this into practice and take your business to the next level. We're going to put SB7 Storybrand to work in your business.

- We've reached the end of the five parts of your Storybrand-based marketing and sales system. Now what?

- Review the different pieces: BRAND GUIDELINE, ONE LINER, WEBSITE, LEAD GENERATOR, FOLLOW-UP MAILS AND SALES MAILS.

- Now is when you face the moment of creating all this from a blank canvas. - What I'm going to propose are 6 meetings that you will have to have with you or your team to put this whole plan into action.

1. Objectives meeting

2. Brand Script and One Liner

3. Website outline

4. Lead Generator and email sequence.

5. Content polishing

6. Results analysis and optimization.

In this episode I tell you, step by step, the details of each meeting. And so far today's episode, you know that if you want me to help you with the message of your brand to apply together everything you hear here and find the right words that make you sell more, you just have to enter my website and book a free consultation with me. I thank you for listening and I ask you for 5 stars on apple podcast, spotify and that you help me to spread this content to whoever you think it can help. A big hug and I'll see you next Friday. Bye.