Every time we take on building a new website for a client we start by consulting our client’s on the importance of telling their company’s unique story.
Customers don’t always pick the best companies or the most technically advanced products. Instead, they choose what they can understand. And one of the best ways for a person to understand your product is by telling a story.
Here are the eight steps we use to clarify our client’s message and improve their online marketability by creating a unique story for their brand.
Your customers are the main character in this story. Fulfilling what they want is more effective than boasting about your products’ features. I know, I know. We all love showing off our product’s abilities. After all, you worked hard to develop and perfect it. But if you watch one of Apple’s commercials, there isn’t one mention of megabytes or pixels. In their commercial, people are the main characters, and they use the iPad Air as a tool to bring meaning into their lives. Robert Williams narrates and says, “the powerful play goes on, and you may contribute a verse. What will your verse be?” It’s all about your customer and what they want.
Sending people to a website filled with insider jargon will confuse them. Not to mention, it won’t excite them about your brand. Luckily, you don’t have to become a master storyteller overnight. At Ugly Duck Marketing, we identify your main character (aka potential customer) and we position your services as the tool(s) they need to succeed in their journey.
Customers come to you or visit your website because they have a problem that needs solving. Our team helps you identify what your customer is feeling as it pertains to their problem. State your character’s problem and show empathy towards them.
For example, you run a tutoring service for university students but you’re struggling to get the word out. Your main character is a college student who needs affordable tutoring services. But they have a problem; their grades are poor and hiring a tutor is too much money. Therefore, boasting about your educational accolades won’t attract new students. Instead, play directly to them by stating their problem:
“With increasing tuition costs, many college students attend classes and work to afford college. It’s tiresome, and grades suffer. We believe every student should feel prepared before they attend class. Get quality tutoring for a fraction of the price.”
One of the many benefits of partnering with Ugly Duck is we help you expand your business through a combination of online marketing expertise and storytelling.
Your customers need a mentor. Hint, hint, that’s YOU! When you position your business as your customers’ mentor, they will listen. Here are two things Ugly Duck uses to help you become recognized as a guide in your customer’s eyes.
Think of your business as Mr. Miyagi and your customer is young Daniel Larusso from The Karate Kid. Daniel is the main character, and his problem is he gets picked on by bullies who practice karate. Therefore, Daniel wants to learn karate himself. But he doesn’t know where to learn how to fight. Miyagi becomes Daniel’s mentor and gives him a clear plan to defeat his schoolyard bullies. Also, Miyagi shows Daniel great empathy because he takes the time to train him to compete against the scary Cobra Kai. Are you catching our drift here?
When you partner with us, we position you as a mentor in your field who has a game plan for your customers.
Your customers want you to give them a game plan that will inspire and teach them how to win during their journey. There are two plans Ugly Duck recommends the step-by-step plan or the commitment plan.
Step-By-Step Plan – Explain the steps your customers need to take to win.
Let’s say you run a tech firm, and your customers need help buying an office tool. As a mentor, give them a step-by-step plan like the following:
With a step-by-step plan, your customers know exactly what they need to do to solve their problem, that’s why they are on your site in the first place.
The Commitment Plan – A list of commitments you make with customers.
This plan should ease your customers’ inner fears. In other words, your company’s core message should address customers’ biggest worries. Ugly Duck enjoys brainstorming these strategies with you. Together, we improve your website with one of our custom game plans.
If you don’t ask people ‘directly’ to buy from you, they most likely won’t. Similarly, characters do not take actions on their own (remember when Mr. Miyagi yells at Danielson to “Get Up” before the epic scene where he wins the fight). Your customers are the same and have to be asked to act. Therefore, improving your marketability is impossible without using direct, multiple calls to action.
Call to Action – An instruction or directive to customers to get them to act. The Ugly Duck team writes, designs, and places your call to action statement inside a custom-built button. Then, we implement these call to action buttons throughout your site. Let us help you nudge customers to choose your business every time. Here are a few calls to action we used in Our Work:
When a customer has a problem, things either end well, or they end badly. Our team helps you express what you’re helping your customers avoid. If you ran a transmission shop, inform customers of what might happen if they don’t use your service. For example, “If you fail to change your transmission fluid every 50,000 miles you are in serious jeopardy of ruining your transmission, and that will cost you $1,000’s to fix.” By briefly explaining how things will end badly if your customers don’t service their vehicle, it will compel the user to take action and schedule an appointment. Otherwise, they won’t feel the need to come to you for guidance.
Good stories are ones that bring success to its main character. After all, we all love a happy ending. Show your customers the success they can achieve by using your brand.
An example of showcasing your customers’ potential success on your site is by reminding them that YOU can solve their problem. Let’s say you run a gym business. Show customers how things can end well with phrases such as, “Yes, you CAN lose weight with our 5 step program!” Let us help you paint a picture of success for your customers, which will improve your website’s marketability going forward.
The Ugly Duck Difference Post Launch
Ta-da! You now have happy customers. We mastered the use of storytelling to clarify your message and enhance your online presence. Choosing to partner with us means that our team will work with you to build a site that turns traffic into clients.
To get started, call us today at 661.327.3825 and let’s build something great together!