Last month, I went shopping for stationary. Everything I bought performed its’ task just fine. 

But mostly, they were nothing more than soulless exchanges of money for goods. I didn’t feel connected to their brands.

In fact, I couldn’t tell you the majority of the brand names. And at best, I wouldn’t go out of my way to repurchase them. 

However, some of my purchases felt much more meaningful. 

For example, after hearing my friend rave about her yearly planner, I decided to check it out for myself online.  

I typed in ‘The Powersheets Goal Planner’ on Google and opened their website, which immediately clarified why I should care… 

“Helps you build a life you love, one day at a time.” 

Ooo. This felt different…

“This first-of-its-kind, research-backed goal planner… Like a life coach in a journal, PowerSheets help you set, plan, and track progress toward the goals that matter most to you—big or small…and it’s fun!” 

AND the brand’s values resonated with me… 

“Cultivate what matters most…build an intentional life…say yes to what matters…

…and the best part? There’s no perfection required!”

It was all leaving me feeling inspired.

It talked of making me feel “empowered” instead of highlighting negative emotions such as “overwhelm” like the other planner brands did. 

Reading their website got me energized, and I felt more in control of all aspects of my life as a mom, wife, business owner, and community member.

The more I scrolled through their website, and absorbed more of what they said, the more the planner’s price became less relevant. Unless the final number in the basket was wildly inappropriate, I was sold. 

I was not only excited about my order… I felt a real connection with the brand.

The final product arrived in gift-wrapped packaging, along with welcoming words on a gift note…

“Welcome To A Whole New Way of Doing Life!… Your Fresh Start Begins Here.” 

I was hooked! 

What 5 takeaways can you apply to your brand?

1. Create messaging that repeats what you’re saying, without being repetitive. If your brand message is clear and consistent, it’s more likely to resonate. 
2. When every piece of content you create has an aligned brand message, whether it’s communicated on the intro of your homepage, through socials, or through your proposal, this consistency strengthens trust. 
3. Position your brand as the obvious solution – show how you solve a specific problem better than your competion.
4. Have this positioning connect on a deeper level. With Powersheets, I wasn’t just buying a planner, “I was building a life I love” and had a “life coach in a journal”.
5. Be simple to grasp. Although complex or nuanced ideas are often at the root of shifting perspectives and standing out, for busy people to grasp these ideas, they need to be simple.

Good sales copy gets customers to act… but it’s great brand messaging that will inspire repeat purchases and word of mouth marketing.

Not sure if you’ve nailed yours? Get in touch.