STARTING LINE

Over time, small-to-mid-sized companies accumulate much of what I call "brand garbage." There are remnants of logos, outdated posts, abandoned products and services, and messaging that applied five or ten years ago but no longer. Your website has become less intuitive for the visitor/customer. You get focused on other things to the point where you don't pay attention to answering your prospects' questions. Your case studies are old.

You don't even know when a prospect stops considering you because the truth is 77% of people prefer to research companies before they decide to reach out to a salesperson. In other words, most don't want to talk to you until they're at the goal line as buyers, according to Gartner.

The problem, as JK Molina said this week on Twitter (which I will truly leave if Elon Musk doesn't let me mute him), is "It's not that your offer is bad. It's just that your brand isn't strong enough to back it up."

This is particularly challenging if you're reviewing your own branding.

So let me point you toward an 18:42 video from ConvertKit that is the most recent episode of its terrfific "Rebranding in Public" series. I will say I'm not a fan of the rebrand (I think ConvertKit aligns better with my goals for the platform than the new name "Kit"). The people in the video are authentic (you want to hang out with them), and the episodes cover the important aspects of a brand (or rebrand) strategy and finding your brand voice and tone.

The whole series is interesting because it provides a great lens into how the professionals approach this. I'll also say it's important to recognize whether you're a visual or verbal learner. I don't get a lot of what the designers are saying, but I learn from what they're saying.

LET'S ASK (AND ANSWER) SOME QUESTIONS

​Why do I have so much trouble writing engaging stories? Jeff Davenport, former speaker coach and content developer wrote this for Duarte but now has his own firm in Denver. He answers that question using screenwriting principles.

I don’t like the statement we’re about to issue about Crisis X. How do I stop senior leadership from issuing it? Michael Smart looks at why PR people release stupid statements they know are bad.​

Why do most articles about storytelling talk about The Hero’s Journey? I’m hoping you don’t skip this one because Nathan Baugh wrote a terrific post about the three types of promises you want to make at the beginning of your story. He includes a great 63-second clip from Star Wars: A New Hope to make his point that George Lucas says is his favorite scene.

​How do I make sure people remember what I say? It's a bit dangerous to throw Kamala Harris's advice into the universe as I write this a few hours before the debate but won't be publishing it until early Wednesday morning. So I'll offer up part of the answer. Ask yourself two questions: First, what do you know that your audience absolutely needs to know? And second, how can you present it to them in a way that will cause them to take action?

Sally Hogshead tells a simple story about her two sons and dueling lemonade stands, highlighting the importance of asking the right question (hint: it’s all about understanding customer needs).

​What's the most important question in your life? Mark Manson has an idea, and it's NOT What Do You Want Out of Life? Thanks to Tim Ferriss for sharing this in his newsletter.

HOW CAN I HELP?

When was the last time someone in your organization took a good look at the letters you send to Customers? I wrote a post ​about how to do this. I did it for 1,400 computer-generated letters when I worked for MBNA, and I'd be happy to help you through the process.

LINKEDIN POSTS THAT RULE

​What’s the one word you'd like people to associate with you and/or your company? Josh Spector asks that question and then tells you what to do next. I'm not reproducing the actual post here because I'd love it if you'd go check Josh out and follow or connect with him.

PROMPTS ARE QUESTIONS TOO

You'll be more successful with AI if you treat it as a conversation with whatever model you use and provide it with plenty of context. But it's always a good idea when you think you're done to take the Columbo approach and tell it you have "one more question." Provide it with the prompt, "Review your work. Are you sure you've included everything? Is there anything you missed that you would like to add?" You might be surprised by what you get.

I welcome your comments or suggestions for future issues. Drop me a note here. If you found this on LinkedIn or had it forwarded to you, you can subscribe by clicking the button below.

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