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Gift biz unwrapped episode 352.

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You don't have to do it by yourself.

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If it feels hard,

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get some support,

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just like our podcast today.

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We're going to talk you through how to create your brand

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story. Attention.

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Gifters bakers,

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crafters, and makers pursuing your dream can be fun.

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Whether you have an established business or looking to start one.

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Now you are in the right place.

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This is give to biz unwrapped,

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helping you turn your skill into a flourishing business.

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Join us for an episode,

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packed full of invaluable guidance,

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resources, and the support you need to grow.

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Your gift biz.

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Here is your host gift biz gal Sue moon Heights.

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The year is starting off strong here at gift biz on

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rapt. We're busy getting word out about national bakers,

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crafters and makers day a day,

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dedicated to all the handmade makers of the world,

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hobbyists and business owners alike.

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You'll hear more about this in today's mid roll of the

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show, and I'm talking about it in detail in the tips

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and talk Wednesday episodes too.

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You can also fast track to all the information over@handmadehealstheworld.com.

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Today is a very important topic that can truly change how

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you think about your business and how others perceive you in

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relation to your business.

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To start off with answer me honestly here,

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do you currently hesitate when asked about your business,

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do you stumble over what to say or answer timidly with

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very little confidence?

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Why don't we do that?

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I mean,

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you're around your products every single day,

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you should be standing proud and speaking confidently about what you

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offer and its value.

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If you're not,

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it's probably because you've never formulated your brand story.

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Well, guess what,

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that's what we're going to do right now.

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My guest Meredith takes direction from the brand story,

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master himself,

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Donald Miller,

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to walk you through the steps on how to formulate your

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story and then where to apply it in your business.

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What a relief,

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never again,

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do you need to be hesitant or timid about sharing the

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pride and joy you have in the products you create and

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the value that they provide to those lucky enough to have

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them Today?

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It is my pleasure to introduce you to Meredith Callahan.

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Meredith works with new and seasoned business owners to find the

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right people who are a perfect fit for their products and

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services. She does this by helping her clients effectively communicate the

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value of what they offer through brand story.

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Once that's in,

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it can be used on their website and social media,

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and even in face-to-face conversations,

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Meredith believes that all good copy starts with a story,

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and we're going to work on creating yours today.

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Meredith, welcome to the gift biz on wrapped podcast.

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So I'm so happy to be here.

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Thank you for having me.

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I Am really looking forward to getting into this conversation,

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but before we do,

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I'd love for you to share with our listeners a little

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bit more about you in a creative way,

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and that's through a motivational candle.

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So if you were to envision a candle by color and

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quote, that would really resonate with you,

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what does your candle?

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So my candle is hot pink just as saturated pink as

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the candle maker could make it.

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And it would smell which you didn't ask me,

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but it would smell like rose,

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but not that rose smell,

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that smells kind of bad,

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but that beautiful high-end perfumers can make that beautiful rose smell.

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And the quote would be,

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we can do hard things.

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We can do hard things.

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Absolutely. And here we are in the very first week of

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the new year and we have the whole year ahead of

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us to be doing things differently,

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doing things new Meredith,

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you don't know this,

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but the podcast that we did on new year's day,

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this topic falls right in line with what we were talking

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about last week in terms of setting yourself up as your

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whole lifestyle,

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to be ready for the new year,

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in terms of self care and efficiency in your business and

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brand story is so important and fits right in.

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So this worked out perfectly today.

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I'm so glad.

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Yeah. And I think we can do hard things if we

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don't have that mindset that they're so hard,

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we just get into doing them and take it step by

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step. We can do hard things.

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That's right.

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And I liked the phrase.

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I can do hard things,

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which is true.

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But at Mike,

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you know,

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would say we,

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because it just a reminder that you don't have to do

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it by yourself.

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If it feels hard,

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get some support,

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just like our podcast today.

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We're going to talk you through how to create your brand

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story. Beautiful.

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Yes. I love that you aren't in this all by yourself.

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And I think we're giving everybody permission to reach out and

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get help because you know,

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as a business owner,

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I think often we have this idea that we should know

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everything already and we should be able to do it by

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ourselves. Because if we're a business owner,

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we're a leader kind of falls hand in hand and that's

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not the case.

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We can all lean on each other.

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We all have different strengths.

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We all have different knowledge bases,

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et cetera.

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So Meredith,

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where did brand story light the spark for you?

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Tell us how you've gotten into this.

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Honestly, from a book,

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this gentlemen,

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Donald Miller wrote that I read his book.

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I usually have it sitting right by me on my desk

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because I love it so much.

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It's called building a StoryBrand.

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I think it came out about three years ago.

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He certainly didn't invent.

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I'm looking at it.

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It's actually across the room by my nightstand.

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I work out of my bedroom,

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but anyway,

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he didn't invent the form of using storytelling to connect with

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people. It's actually ancient and philosophers and psychologists talk about it

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all the time.

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But his book really made it clear for me how I

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could use that in my business and connect with customers as

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well as friends and family,

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that support my business.

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And so I studied his book and his theory a lot

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and have implemented it,

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my business,

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and then turned around and helped my clients implement it in

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theirs. I love how concise and zeroed in you are on

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specifically what you're working with your clients about because you could

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be working on so many things together,

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but this one single thing,

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brand story can really change the game for people.

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I think in terms of confidence about how they speak about

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their business and then clearly attracting the right people and making

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them love you because your brand story is going to be

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very unique to you.

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And so how did you decide that you were going to

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build a business around this?

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Were you doing something before?

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Talk a little bit about that.

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So I have done lots of things.

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I'm 47 years old.

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I started an accounting.

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That's what I studied in school and worked for Pricewaterhouse for

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six years,

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but really did not love doing that.

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And so about the time I had my first child,

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I started my entrepreneurial pursuit,

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which led me most recently to about seven years ago,

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I bought a franchise and it's called you might be familiar

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with it,

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or maybe some of your listeners,

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this scout guide,

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the scout guide is a magazine in 60 cities.

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And each franchise owner promotes local businesses,

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creators and makers within their city.

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So I owned the scout guide Miami,

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and I really told the story,

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which is what the scout guide asked us to do of

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local businesses.

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That was the only common thread I had chocolate makers and

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a realtor.

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I tried to actually only have one type of business in

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each category.

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And they bought advertising from me and we told their story

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first with a picture in the scout guide,

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which is required by my franchise org.

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And then throughout the year through social media marketing,

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that's not why I got into this guy.

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I got into the scout guy cause I liked advertising and

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I liked local businesses,

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but I really learned how to tell their stories during that

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process. And when I was ready to sort of leave the

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franchise model is ready to move on and start my own

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business. And that's what I love the best,

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like telling businesses stories.

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So I studied up on StoryBrand and I actually got certified

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in digital advertising and I offer ad services that we tell

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the stories through Facebook and Instagram ads,

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but also through copywriting.

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And we always start with crafting their business story,

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their brand story.

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And then we use that story to create website copy or

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ad copy.

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And yeah,

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my clients love it because they can use it,

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you know,

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at networking events when they're telling people what they do.

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Perfect. So you've laid the groundwork about the value of what

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we're going to work through today,

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which is wonderful.

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And it sounds to me that your work with scout also

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identified the fact that most people don't have a brand story

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or at least don't know how to communicate it properly.

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That's right.

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You know why?

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Because it just kept busy like making the product and then

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the time to sell it.

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And it's hard to step back.

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I think that's why this is actually a great time to

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broadcast this.

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You know,

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at the beginning of the year,

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it doesn't take long.

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You're going to see to craft your story and it's so

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valuable. So I'm excited to share those steps with your listeners

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that might not have done it before.

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I love it.

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Okay. Well,

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let's start with a definition of the brand story.

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What does that even mean?

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Well, a simple definition of the brand story is the story

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of the value that you deliver to your customer.

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But from Donald Miller's perspective is we write the brand story,

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making the customer the hero of their own story.

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And the business owner is like,

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I tell him the Morgan Freeman of the story he is,

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or she is the guide to the customer.

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So our brand story is the customer's journey.

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Okay. And that just aligns so nicely with our listeners because

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as makers,

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we are directing everything with the product,

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we're not buying other people's product to sell.

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We're making our own products.

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So this aligns beautifully.

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All right.

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So what would be the first steps to creating a brand

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story and actually Meredith,

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I don't know if you'll play along with me,

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tell me if you will,

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but I think it would be fun to create a fictitious

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business and work through what a brand story would look like

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for them.

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What do you think of that versus talking in generalities?

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Actually making an example.

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I think that's perfect.

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Do you have something?

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I mean,

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nothing like putting you on the spot Meredith,

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but do you have an idea It's based on some real

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00:10:54,660 --> 00:10:55,440
people in my life,

271
00:10:55,470 --> 00:10:57,600
but you couldn't find this online right now.

272
00:10:57,600 --> 00:10:59,130
So if it is fictitious,

273
00:10:59,160 --> 00:11:02,070
but I have a friend named grey and she spells it

274
00:11:02,070 --> 00:11:03,090
G R E Y,

275
00:11:03,120 --> 00:11:06,420
and she's a graphic designer and she's played with the idea

276
00:11:06,510 --> 00:11:09,810
of creating thank you notes to like beautiful,

277
00:11:09,870 --> 00:11:10,290
thank you.

278
00:11:10,290 --> 00:11:13,710
Notes that she could call the business grateful designs,

279
00:11:13,740 --> 00:11:14,970
but spelled with her name.

280
00:11:15,060 --> 00:11:18,300
G R E Y T F U L grateful designs.

281
00:11:18,750 --> 00:11:19,230
Oh, okay.

282
00:11:19,230 --> 00:11:21,510
So this is somebody that you're working with right now.

283
00:11:21,540 --> 00:11:23,520
It sounds like She's my friend.

284
00:11:23,550 --> 00:11:25,680
Yes. And she has the businesses it started yet,

285
00:11:25,710 --> 00:11:28,380
but it'd be easy for me to talk about if we

286
00:11:28,530 --> 00:11:29,400
use a real person.

287
00:11:30,300 --> 00:11:30,570
All right,

288
00:11:30,570 --> 00:11:33,030
well, she's going to need to be listening to my podcast

289
00:11:33,030 --> 00:11:35,790
because that's all we do is help people start and grow

290
00:11:35,940 --> 00:11:36,900
a product business.

291
00:11:37,230 --> 00:11:37,710
All right.

292
00:11:37,770 --> 00:11:42,060
Let's work with her and just kind of figure out how

293
00:11:42,060 --> 00:11:46,200
she would potentially poke grass through to the brand story.

294
00:11:46,590 --> 00:11:48,630
There are a lot of people who are listening,

295
00:11:48,630 --> 00:11:52,440
who listened because they are considering getting into a business.

296
00:11:52,440 --> 00:11:52,590
You know,

297
00:11:52,590 --> 00:11:54,970
they have a hobby or a craft that they've loved all

298
00:11:54,970 --> 00:11:55,420
their life.

299
00:11:55,450 --> 00:11:57,520
And now maybe they're retiring.

300
00:11:57,550 --> 00:11:59,710
Maybe they're home with children right now.

301
00:12:00,010 --> 00:12:01,720
Maybe given the last couple of years,

302
00:12:01,720 --> 00:12:03,520
we've had they're rethinking.

303
00:12:03,580 --> 00:12:05,260
Do they want to work outside the house?

304
00:12:05,260 --> 00:12:05,410
You know,

305
00:12:05,410 --> 00:12:06,430
all different reasons.

306
00:12:06,820 --> 00:12:08,920
And so they're considering starting a business.

307
00:12:08,920 --> 00:12:11,800
So just like we're gray is same type of thing.

308
00:12:11,800 --> 00:12:13,120
They're thinking about it.

309
00:12:13,120 --> 00:12:15,880
So let's work with someone in that zone.

310
00:12:15,880 --> 00:12:19,330
And then people who are established business owners probably have more

311
00:12:19,330 --> 00:12:22,270
information. So they'll be able to create their brand story off

312
00:12:22,270 --> 00:12:25,450
of the example that we use here too first steps.

313
00:12:25,450 --> 00:12:26,320
What are we going to do with,

314
00:12:27,130 --> 00:12:30,970
Okay, there's seven steps that Donald Miller defines in his book.

315
00:12:30,970 --> 00:12:33,940
So we're going to use all of those steps.

316
00:12:34,000 --> 00:12:38,050
And the first one is defining your character and saying what

317
00:12:38,050 --> 00:12:38,920
they want.

318
00:12:38,920 --> 00:12:41,110
And your character is your ideal customer.

319
00:12:41,110 --> 00:12:44,020
And just like re probably a lot of your listeners think,

320
00:12:44,050 --> 00:12:45,820
well, there's lots of people that could buy my product.

321
00:12:45,850 --> 00:12:47,950
There's lots of people that could buy thank-you notes.

322
00:12:47,950 --> 00:12:51,490
Right? But we're going to talk about her ideal client because

323
00:12:51,490 --> 00:12:53,410
often when you speak to her,

324
00:12:53,770 --> 00:12:56,470
if the product would sell to others,

325
00:12:56,530 --> 00:12:57,820
they will come along too.

326
00:12:58,270 --> 00:13:00,430
I think that'll make sense as we go through the story.

327
00:13:00,430 --> 00:13:04,630
But let's say that Gray's ideal customer is a mom of

328
00:13:04,630 --> 00:13:06,100
teenagers. Okay?

329
00:13:06,400 --> 00:13:08,350
Because that is who grey is.

330
00:13:08,350 --> 00:13:11,050
And a lot of moms of teenagers want to make sure

331
00:13:11,050 --> 00:13:12,010
that their kids,

332
00:13:12,040 --> 00:13:13,690
but have the skill of writing.

333
00:13:13,720 --> 00:13:14,050
Thank you,

334
00:13:14,050 --> 00:13:15,340
notes, handwritten notes,

335
00:13:15,520 --> 00:13:17,890
because it was important to them when they were growing up

336
00:13:17,890 --> 00:13:18,580
these mothers.

337
00:13:18,880 --> 00:13:21,490
So they want to make sure that their kids write thank

338
00:13:21,490 --> 00:13:22,270
you notes as well.

339
00:13:22,570 --> 00:13:23,470
And they're going to have to,

340
00:13:23,470 --> 00:13:25,060
as they start applying to colleges,

341
00:13:25,090 --> 00:13:26,110
if they apply to college.

342
00:13:26,410 --> 00:13:30,550
So our character Gray's decided that she wants to sell to

343
00:13:30,640 --> 00:13:33,040
mothers who are around 50 years old.

344
00:13:33,370 --> 00:13:37,780
And what they want is to be an example of good

345
00:13:37,780 --> 00:13:40,120
manners. That's what these women want.

346
00:13:40,420 --> 00:13:43,060
Perfect. Let me jump in here for half a second,

347
00:13:43,060 --> 00:13:45,910
because I want everybody to be able to track along here

348
00:13:45,910 --> 00:13:46,570
with us.

349
00:13:46,870 --> 00:13:50,980
If you'd have no idea who your potential customer is because

350
00:13:50,980 --> 00:13:52,330
you haven't tested it yet,

351
00:13:52,330 --> 00:13:54,010
you haven't been out there selling yet.

352
00:13:54,400 --> 00:13:55,900
This is exactly where you start.

353
00:13:55,900 --> 00:13:57,250
You pick one,

354
00:13:57,520 --> 00:14:00,040
work with that and see if it resonates.

355
00:14:00,130 --> 00:14:02,680
Okay. So if you're at a point where you're like,

356
00:14:02,770 --> 00:14:05,410
I don't have any idea who my customer is.

357
00:14:05,500 --> 00:14:07,150
I want it to be everybody.

358
00:14:07,240 --> 00:14:07,570
No, no,

359
00:14:07,570 --> 00:14:10,030
no. Listen to what Meredith just said,

360
00:14:10,360 --> 00:14:12,760
pick a group of people because you're going to be able

361
00:14:12,760 --> 00:14:13,780
to talk with them better.

362
00:14:13,780 --> 00:14:16,330
And I'm thinking as Meredith proceeds you in a form,

363
00:14:16,330 --> 00:14:17,500
the story better,

364
00:14:17,830 --> 00:14:19,480
but just pick one.

365
00:14:19,810 --> 00:14:20,680
Yeah. And you knew what?

366
00:14:20,680 --> 00:14:21,580
So it's so hard.

367
00:14:21,580 --> 00:14:22,090
I get it.

368
00:14:22,120 --> 00:14:23,680
I'm like miss indecisive,

369
00:14:24,010 --> 00:14:25,570
but you set a timer.

370
00:14:25,570 --> 00:14:26,620
You guys tell yourself.

371
00:14:26,650 --> 00:14:27,910
And in the next two minutes,

372
00:14:27,910 --> 00:14:29,710
I'm going to decide and promise yourself.

373
00:14:29,710 --> 00:14:30,760
You'll decide in two minutes.

374
00:14:31,090 --> 00:14:32,140
And when that timer goes off,

375
00:14:32,320 --> 00:14:33,820
pick the person that's at the top of your brain.

376
00:14:33,820 --> 00:14:35,050
You can change it later,

377
00:14:35,200 --> 00:14:35,500
you know,

378
00:14:35,500 --> 00:14:36,340
if you really want to.

379
00:14:36,640 --> 00:14:38,110
Yeah. And the other thing is,

380
00:14:38,200 --> 00:14:40,330
it doesn't mean that you're not going to attract other people,

381
00:14:40,330 --> 00:14:41,830
besides that at all,

382
00:14:42,070 --> 00:14:44,890
there will be people on the perimeters who will buy from

383
00:14:44,890 --> 00:14:46,750
you just because they don't fit.

384
00:14:46,750 --> 00:14:50,500
What you've now defined as your ideal customer doesn't mean that

385
00:14:50,500 --> 00:14:52,310
you're going to lose those sales.

386
00:14:52,310 --> 00:14:53,270
If they like what you have,

387
00:14:53,270 --> 00:14:54,650
they're still going to buy from you,

388
00:14:54,810 --> 00:14:55,340
you know?

389
00:14:55,610 --> 00:14:57,440
Okay. So we've got our character,

390
00:14:57,470 --> 00:14:58,580
mom of teens,

391
00:14:58,580 --> 00:15:01,220
somewhere in the 50 ish range.

392
00:15:01,520 --> 00:15:03,260
Yeah. 45 to 55,

393
00:15:03,290 --> 00:15:05,390
maybe. So the second step in Donner,

394
00:15:05,390 --> 00:15:09,260
Miller's building the StoryBrand is you define her problem.

395
00:15:09,560 --> 00:15:10,580
Now with products,

396
00:15:10,610 --> 00:15:11,660
don't get this part.

397
00:15:11,660 --> 00:15:11,990
I mean,

398
00:15:12,020 --> 00:15:13,220
sometimes Sue and I,

399
00:15:13,220 --> 00:15:17,420
we were talking before sometimes maybe it feels like too much

400
00:15:17,420 --> 00:15:19,970
information, so you can write your copy better.

401
00:15:19,970 --> 00:15:21,470
You want to go ahead and fill this out.

402
00:15:21,470 --> 00:15:23,990
Like really think through what her problem might be.

403
00:15:24,350 --> 00:15:28,700
And Donald Miller even defines that there's three different types of

404
00:15:29,030 --> 00:15:31,550
problems. We have external problems,

405
00:15:31,550 --> 00:15:33,770
internal pylons and philosophical problems.

406
00:15:33,770 --> 00:15:36,560
And when I go through Grey's characters problems,

407
00:15:36,560 --> 00:15:37,580
I think you'll see.

408
00:15:37,580 --> 00:15:40,580
So this 45 year old woman has an external problem.

409
00:15:40,940 --> 00:15:44,630
Her teenagers have bad handwriting because they don't write very much

410
00:15:44,960 --> 00:15:46,340
for her teenagers,

411
00:15:46,370 --> 00:15:48,920
do everything on social media or on their phone.

412
00:15:49,250 --> 00:15:50,570
They don't write very often.

413
00:15:50,870 --> 00:15:52,730
Those are external type problems.

414
00:15:53,060 --> 00:15:54,830
The internal problem could be,

415
00:15:54,830 --> 00:15:57,590
as she thinks her teenagers don't value,

416
00:15:57,740 --> 00:15:59,510
gratitude. Hopefully that's not true.

417
00:15:59,810 --> 00:16:00,260
Or she,

418
00:16:00,260 --> 00:16:01,490
the, an internal problem is,

419
00:16:01,580 --> 00:16:02,090
you know what?

420
00:16:02,180 --> 00:16:02,780
This is me.

421
00:16:02,780 --> 00:16:04,400
I'm in mom as a teenager,

422
00:16:04,400 --> 00:16:05,390
he's about to go to college.

423
00:16:05,720 --> 00:16:06,380
I worry.

424
00:16:06,380 --> 00:16:08,870
I haven't taught him the value of gratitude.

425
00:16:08,930 --> 00:16:11,330
Right? That's an internal struggle that I have.

426
00:16:11,720 --> 00:16:16,850
And then a philosophical problem might be my teenagers don't believe

427
00:16:16,850 --> 00:16:19,340
in the value of handwritten notes.

428
00:16:19,610 --> 00:16:21,440
Is that a philosophical problem or?

429
00:16:21,530 --> 00:16:24,200
Yeah. Can you think of a philosophical problems you might have,

430
00:16:24,500 --> 00:16:30,410
or, Or maybe using this as an example of recognizing and

431
00:16:30,410 --> 00:16:34,970
appreciating others is great groundwork for their whole life.

432
00:16:34,970 --> 00:16:35,960
Moving forward,

433
00:16:36,080 --> 00:16:36,860
something like that,

434
00:16:36,860 --> 00:16:39,290
maybe. And I'm thinking too,

435
00:16:39,470 --> 00:16:40,880
because they're teenagers,

436
00:16:41,290 --> 00:16:43,370
you only have a little bit more time to make an

437
00:16:43,370 --> 00:16:46,100
impression on them before they're off in the world.

438
00:16:46,430 --> 00:16:49,160
So that's just another thing that comes to mind with me

439
00:16:49,160 --> 00:16:50,180
as you're presenting this,

440
00:16:50,210 --> 00:16:51,800
I love how we're doing this on the fly.

441
00:16:51,800 --> 00:16:52,580
This is fun.

442
00:16:53,660 --> 00:16:56,270
If you are having a great brainstorm and you can think

443
00:16:56,270 --> 00:16:57,140
of a lot of problems,

444
00:16:57,410 --> 00:16:59,420
go ahead and write them all down.

445
00:16:59,810 --> 00:17:00,770
I will give you a hint.

446
00:17:00,800 --> 00:17:04,610
This is great for social media content later addressing these problems.

447
00:17:04,610 --> 00:17:06,770
So I would go with as many as possible,

448
00:17:06,830 --> 00:17:07,460
put them down.

449
00:17:07,730 --> 00:17:11,090
Yeah. So I'm going to brainstorm a couple of other ideas

450
00:17:11,090 --> 00:17:13,610
just to keep people thinking here.

451
00:17:13,940 --> 00:17:16,550
If you make pottery,

452
00:17:16,640 --> 00:17:21,290
it could be spicy and up and adding some additional interest

453
00:17:21,290 --> 00:17:22,250
to a kitchen.

454
00:17:22,340 --> 00:17:22,610
You know,

455
00:17:22,610 --> 00:17:26,840
like just one statement piece can change the feeling of a

456
00:17:26,840 --> 00:17:29,450
room. So it could be something like that.

457
00:17:29,780 --> 00:17:34,220
If you knit shawls or like throw blankets or something like

458
00:17:34,220 --> 00:17:38,090
that, have something comfy to snuggle up with during this winter

459
00:17:38,120 --> 00:17:40,910
season. So like cocooning at home,

460
00:17:41,030 --> 00:17:41,600
that type of thing,

461
00:17:42,170 --> 00:17:43,670
And something that came to my mind.

462
00:17:43,670 --> 00:17:44,820
When you mentioned the pottery,

463
00:17:45,200 --> 00:17:48,440
a lot of people are maybe going to welcome family and

464
00:17:48,440 --> 00:17:51,090
do their homes this holiday when they didn't last year,

465
00:17:51,090 --> 00:17:54,060
because of COVID it could be you pottery makers,

466
00:17:54,480 --> 00:17:55,350
your customer,

467
00:17:55,410 --> 00:17:57,690
maybe like her home isn't ready for guests.

468
00:17:57,720 --> 00:18:00,090
So she needs a piece of pottery to spruce up the,

469
00:18:00,160 --> 00:18:00,900
the decor.

470
00:18:01,200 --> 00:18:01,740
Perfect. Yeah.

471
00:18:01,770 --> 00:18:03,390
For the year moving forward,

472
00:18:03,390 --> 00:18:06,450
we're welcoming more people back here Exactly.

473
00:18:06,450 --> 00:18:06,990
This year,

474
00:18:07,050 --> 00:18:09,660
2022, the new year of entertaining again.

475
00:18:09,960 --> 00:18:11,550
Or I'm just going to think of one more,

476
00:18:11,580 --> 00:18:12,750
just because I already had it.

477
00:18:13,650 --> 00:18:14,970
Like, if it's jewelry,

478
00:18:14,970 --> 00:18:16,860
even if you make casual jewelry,

479
00:18:17,190 --> 00:18:20,490
there's nothing like the feeling of putting on some earrings that

480
00:18:20,490 --> 00:18:23,820
you absolutely love to brighten your mood for the day.

481
00:18:24,030 --> 00:18:24,570
I love that.

482
00:18:24,870 --> 00:18:26,430
Just things like that,

483
00:18:26,460 --> 00:18:29,490
because I think so often we get stuck with products.

484
00:18:29,490 --> 00:18:29,880
It's like,

485
00:18:30,150 --> 00:18:33,060
do people really need to buy what we have to like

486
00:18:33,060 --> 00:18:34,280
live there?

487
00:18:34,290 --> 00:18:38,550
No, but there's so much happiness that our products do provide.

488
00:18:38,550 --> 00:18:41,880
And so it might not seem really like a problem,

489
00:18:41,970 --> 00:18:45,990
but it is something beautiful that your product is providing.

490
00:18:46,050 --> 00:18:48,180
And I'm almost thinking emotion,

491
00:18:48,330 --> 00:18:48,600
you know,

492
00:18:48,600 --> 00:18:49,200
it's emotion,

493
00:18:49,200 --> 00:18:50,910
it's the atmosphere of the room.

494
00:18:51,000 --> 00:18:53,460
It's the idea that you're going to be bringing people back

495
00:18:53,460 --> 00:18:55,740
into your house and you want it to look beautiful.

496
00:18:56,040 --> 00:18:59,040
It's snuggling up under a warm blanket and watching a fun

497
00:18:59,040 --> 00:19:02,610
movie. It's putting on some earrings and just having a little

498
00:19:02,610 --> 00:19:03,810
bit more step in your day.

499
00:19:03,960 --> 00:19:05,190
Cause it just makes you happy.

500
00:19:05,190 --> 00:19:05,370
You know,

501
00:19:05,370 --> 00:19:05,940
things like that.

502
00:19:05,940 --> 00:19:07,380
So it doesn't have to be a problem.

503
00:19:07,800 --> 00:19:08,430
No, he's going to say,

504
00:19:08,730 --> 00:19:10,110
when you define that character,

505
00:19:10,110 --> 00:19:10,650
like we said,

506
00:19:10,980 --> 00:19:14,040
she's a teenage mom that she's about 45 to 50 years

507
00:19:14,040 --> 00:19:16,080
old. When you can picture that person,

508
00:19:16,440 --> 00:19:19,290
it will help you with that brainstorming of the problems.

509
00:19:19,350 --> 00:19:20,070
Don't you agree?

510
00:19:20,460 --> 00:19:20,880
Yeah, for sure.

511
00:19:20,880 --> 00:19:21,480
Sure. Well,

512
00:19:21,480 --> 00:19:23,490
and that's part of the reason why you would do that

513
00:19:23,490 --> 00:19:27,180
too, because someone who's at that stage in life is going

514
00:19:27,180 --> 00:19:30,240
to be different than someone who's like off at college.

515
00:19:30,270 --> 00:19:32,070
Or maybe even someone who's retired.

516
00:19:32,070 --> 00:19:33,300
It's a different situation.

517
00:19:33,390 --> 00:19:34,500
It's different problem too.

518
00:19:34,920 --> 00:19:36,210
Okay. Point number three,

519
00:19:36,240 --> 00:19:39,480
Three point number three is and meets a guide.

520
00:19:39,780 --> 00:19:40,860
So this is you.

521
00:19:40,920 --> 00:19:43,200
So you want to describe the guide,

522
00:19:43,590 --> 00:19:47,160
but what you want to focus on as Donald Miller tells

523
00:19:47,190 --> 00:19:51,060
us is how you empathize with this customer and what gives

524
00:19:51,060 --> 00:19:52,260
you authority.

525
00:19:52,260 --> 00:19:53,940
So the guide is you.

526
00:19:53,610 --> 00:19:55,560
Yeah. And so gray,

527
00:19:55,560 --> 00:19:57,240
for instance of grateful design.

528
00:19:57,570 --> 00:19:58,950
She is a mom of teenagers.

529
00:19:58,950 --> 00:20:00,280
So that's easy for her.

530
00:20:00,570 --> 00:20:02,340
She can write that gray.

531
00:20:02,460 --> 00:20:03,930
I am a mom of teenagers,

532
00:20:03,930 --> 00:20:07,140
so I can completely relate to the mom of teenager.

533
00:20:07,140 --> 00:20:08,430
Who's trying to get her child,

534
00:20:08,430 --> 00:20:09,480
right. I'm thinking of right.

535
00:20:09,510 --> 00:20:10,050
That's easy,

536
00:20:10,470 --> 00:20:13,950
but just the sentence of why you relate to your customer.

537
00:20:14,310 --> 00:20:15,570
Oh, that's What the meat is,

538
00:20:15,570 --> 00:20:16,530
why you relate.

539
00:20:16,590 --> 00:20:18,180
Okay. That's the first part.

540
00:20:18,180 --> 00:20:19,920
That's how you empathize with the customer.

541
00:20:19,920 --> 00:20:22,590
And the second part is what gives you authority?

542
00:20:22,680 --> 00:20:23,790
And I mean,

543
00:20:23,790 --> 00:20:25,410
it could be like for Greg,

544
00:20:25,740 --> 00:20:29,370
her authority is that she studied graphic design in college.

545
00:20:29,400 --> 00:20:32,550
And she worked at as a graphic designer for 15 years

546
00:20:32,550 --> 00:20:34,110
before she took some time off.

547
00:20:34,140 --> 00:20:36,900
And now she does all the graphic design for the PTA

548
00:20:36,900 --> 00:20:38,760
or whatever that gives her the authority.

549
00:20:38,760 --> 00:20:39,810
But yours could be,

550
00:20:39,900 --> 00:20:40,140
you know,

551
00:20:40,140 --> 00:20:43,380
you've always loved making jewelry or you held a master's degree

552
00:20:43,380 --> 00:20:43,800
in art,

553
00:20:44,220 --> 00:20:49,390
whatever reason you feel confident creating a craft Yeah.

554
00:20:49,690 --> 00:20:53,590
I'm also thinking it could be focused also on the product,

555
00:20:53,590 --> 00:20:54,760
right? Like,

556
00:20:54,790 --> 00:20:55,720
you know,

557
00:20:55,720 --> 00:20:59,710
the sensitivities that people have with certain chemicals that are in

558
00:20:59,710 --> 00:21:02,770
lotions, which is why you've created this pampering line,

559
00:21:03,100 --> 00:21:03,970
you have the authority.

560
00:21:03,970 --> 00:21:08,410
Cause you saw the rashes that your teenage person used to

561
00:21:08,410 --> 00:21:10,690
have, like your teenage son used to have when they were

562
00:21:10,690 --> 00:21:14,080
little and you made this to overcome that situation.

563
00:21:14,380 --> 00:21:16,690
So you had to do a lot of research and now

564
00:21:16,690 --> 00:21:17,620
you're the authority,

565
00:21:17,740 --> 00:21:18,730
right? Something like that.

566
00:21:19,000 --> 00:21:19,360
All right.

567
00:21:19,360 --> 00:21:20,710
So under the meet the guide,

568
00:21:20,710 --> 00:21:21,760
there is the,

569
00:21:21,820 --> 00:21:25,090
how do you relate and empathize with the problem that you

570
00:21:25,090 --> 00:21:26,440
defined in 0.2?

571
00:21:26,770 --> 00:21:28,690
And then what gives you the authority?

572
00:21:28,690 --> 00:21:30,190
Like why should people listen to you?

573
00:21:30,280 --> 00:21:31,540
I guess would be a way to say it.

574
00:21:31,960 --> 00:21:34,480
And there is a reason do not get hung up on

575
00:21:34,480 --> 00:21:35,290
the word authority.

576
00:21:35,290 --> 00:21:36,400
I've seen it happen before.

577
00:21:36,790 --> 00:21:37,180
Well, you know,

578
00:21:37,180 --> 00:21:38,050
why are you in business?

579
00:21:38,050 --> 00:21:39,250
Why did you decide to make,

580
00:21:39,310 --> 00:21:40,900
to provide this for the world?

581
00:21:40,930 --> 00:21:41,950
That's your authority,

582
00:21:42,070 --> 00:21:45,520
right? Part of your authority is also just your experience and

583
00:21:45,520 --> 00:21:48,340
time in if you're already well,

584
00:21:48,370 --> 00:21:49,840
not even if you're a business owner,

585
00:21:49,840 --> 00:21:52,780
if you've been making candles,

586
00:21:52,840 --> 00:21:55,060
okay, for years for yourself,

587
00:21:55,090 --> 00:21:58,330
you've perfected the way they're poured the Wix,

588
00:21:58,330 --> 00:22:01,270
you're using the container that you're putting it in,

589
00:22:01,270 --> 00:22:01,600
you know,

590
00:22:01,690 --> 00:22:02,410
all of that.

591
00:22:02,410 --> 00:22:05,140
So you do have authority also.

592
00:22:05,470 --> 00:22:09,730
Exactly. And then the fourth step in building your story is

593
00:22:10,090 --> 00:22:11,380
so they meet a guide,

594
00:22:11,410 --> 00:22:12,280
they get a plan.

595
00:22:12,580 --> 00:22:15,790
What is the plan for buying from you?

596
00:22:16,150 --> 00:22:16,390
I mean,

597
00:22:16,390 --> 00:22:20,380
it can be as simple as go to grateful designs.com

598
00:22:20,680 --> 00:22:23,200
and hit purchase on the thank you notes.

599
00:22:23,200 --> 00:22:23,800
You like best,

600
00:22:24,040 --> 00:22:25,780
like you really want to write out in detail.

601
00:22:25,810 --> 00:22:27,760
I know that sometimes that seems silly for our product,

602
00:22:27,790 --> 00:22:29,230
but write out how they do it.

603
00:22:29,320 --> 00:22:31,600
And also as part of this plan,

604
00:22:31,720 --> 00:22:32,950
right? The agreement,

605
00:22:33,040 --> 00:22:35,530
the promise that you make to your customers.

606
00:22:35,860 --> 00:22:40,240
So first off I use care to pick the best designs

607
00:22:40,240 --> 00:22:41,290
I thought you would love.

608
00:22:41,620 --> 00:22:44,440
And if you have a money back guarantee,

609
00:22:44,440 --> 00:22:45,940
I'm not sure that gray wood,

610
00:22:45,960 --> 00:22:47,830
but just whatever promise that you're making them,

611
00:22:47,830 --> 00:22:50,230
you would put it in your plan to the process.

612
00:22:50,230 --> 00:22:50,410
And the,

613
00:22:51,250 --> 00:22:57,880
Okay. So I'm thinking the process is really the solution to

614
00:22:58,030 --> 00:22:59,620
the problem.

615
00:23:00,010 --> 00:23:02,260
And the solution is to acquire your product.

616
00:23:02,380 --> 00:23:07,570
Right? And then I think the promise versus returns or guarantees

617
00:23:07,570 --> 00:23:08,110
like that,

618
00:23:08,110 --> 00:23:11,290
I'd rather have the promise be something uplifting.

619
00:23:11,290 --> 00:23:14,050
Like I know when you wear those earrings for the first

620
00:23:14,050 --> 00:23:18,280
time, you're going to feel that spark of joy or something

621
00:23:18,280 --> 00:23:19,000
like that,

622
00:23:19,270 --> 00:23:22,120
because all those like the returns and all that can be

623
00:23:22,210 --> 00:23:23,680
on your website somewhere else.

624
00:23:23,680 --> 00:23:25,900
Like we don't want to be talking to people about returning

625
00:23:25,900 --> 00:23:30,280
yet, but you're showing personality.

626
00:23:30,340 --> 00:23:32,530
The solution is in the sale for sure.

627
00:23:32,620 --> 00:23:32,860
But you know,

628
00:23:32,860 --> 00:23:34,720
it has to be with product based businesses.

629
00:23:34,990 --> 00:23:37,600
But then I really like the idea of linking that promise

630
00:23:37,600 --> 00:23:38,380
in that's great.

631
00:23:38,560 --> 00:23:43,870
I love that we'll return with the rest of the steps

632
00:23:43,870 --> 00:23:47,210
for creating your brand story right after this short break,

633
00:23:48,230 --> 00:23:55,460
mark, your calendar January 21st has been officially declared national bakers

634
00:23:55,550 --> 00:24:02,150
crafters maker's day actually highlight the entire month because we're celebrating

635
00:24:02,150 --> 00:24:03,020
all month long,

636
00:24:03,380 --> 00:24:07,130
focusing on the good that handmade products and you as a

637
00:24:07,130 --> 00:24:11,420
maker provide us whether you create as a hobby or have

638
00:24:11,420 --> 00:24:15,770
started a business around your craft this day celebrates you.

639
00:24:16,460 --> 00:24:18,950
There's lots of ways to join in the festivities,

640
00:24:19,550 --> 00:24:22,160
share a special handmade memory with us.

641
00:24:22,820 --> 00:24:24,470
Download my free gift,

642
00:24:24,500 --> 00:24:28,070
which is an affirmation poster that you can print and display

643
00:24:28,340 --> 00:24:30,350
or use as a background on your phone,

644
00:24:30,560 --> 00:24:33,920
reminding you every day about the joy that you put out

645
00:24:33,920 --> 00:24:34,790
into the world.

646
00:24:35,660 --> 00:24:38,420
I also see the giving heart you have as a maker,

647
00:24:39,140 --> 00:24:43,100
maybe you donate handmade items to local shelters or hospitals,

648
00:24:43,760 --> 00:24:47,600
or you put on workshop fundraisers or commit a portion of

649
00:24:47,600 --> 00:24:52,280
product sales to a special cause here's your chance to highlight

650
00:24:52,280 --> 00:24:56,270
your activities and get ideas of what others are doing too.

651
00:24:56,900 --> 00:25:00,410
Plus you can get some eyeballs on a charity that is

652
00:25:00,410 --> 00:25:02,240
near and dear to your heart.

653
00:25:02,720 --> 00:25:05,030
Come at January 21st,

654
00:25:05,030 --> 00:25:07,610
we have special 20 minute lifestyle classes.

655
00:25:07,610 --> 00:25:10,370
You can attend over on the gift biz,

656
00:25:10,370 --> 00:25:12,080
unwrapped Facebook page.

657
00:25:12,080 --> 00:25:15,680
And if you're aspiring or are already a business owner,

658
00:25:15,680 --> 00:25:19,640
there are other festivities planned inside gift biz breeze,

659
00:25:19,640 --> 00:25:21,230
which is the free Facebook group.

660
00:25:21,620 --> 00:25:22,280
Come join us.

661
00:25:22,280 --> 00:25:25,130
There. There is even more,

662
00:25:25,520 --> 00:25:27,110
too much to cover here,

663
00:25:27,380 --> 00:25:33,980
but you can see it all for yourself right now over@handmadehealstheworld.com

664
00:25:34,700 --> 00:25:35,480
handmade heals.

665
00:25:35,480 --> 00:25:39,170
The world is our theme this year because your efforts do

666
00:25:39,170 --> 00:25:43,250
make a difference and our world needs the healing right now.

667
00:25:43,880 --> 00:25:44,780
Go check it out.

668
00:25:45,230 --> 00:25:47,960
Handmade, heals the world.com

669
00:25:48,500 --> 00:25:50,390
a celebration of you.

670
00:25:51,380 --> 00:25:52,730
Yeah, so that's a fourth step.

671
00:25:52,760 --> 00:25:55,970
And then the fifth step is and cause them to action.

672
00:25:55,970 --> 00:25:59,000
So they meet a guide who gives them a plan and

673
00:25:59,000 --> 00:26:00,470
then cause them to action.

674
00:26:00,770 --> 00:26:01,910
So this would be,

675
00:26:01,970 --> 00:26:03,410
and then Donald Miller says,

676
00:26:03,410 --> 00:26:07,130
there's a direct call to action and there's a transitional.

677
00:26:07,130 --> 00:26:09,260
So that might mean for gray.

678
00:26:09,260 --> 00:26:09,860
You know,

679
00:26:09,860 --> 00:26:13,880
it's like her call to action could be when someone does

680
00:26:13,880 --> 00:26:15,020
something special for you,

681
00:26:15,110 --> 00:26:16,280
send them a thank you note,

682
00:26:16,790 --> 00:26:17,120
you know,

683
00:26:17,120 --> 00:26:19,670
or just when do you think that people would want to

684
00:26:19,670 --> 00:26:20,690
use your services?

685
00:26:20,690 --> 00:26:23,540
And so tell them the situation and when they should come

686
00:26:23,540 --> 00:26:24,230
buy from you,

687
00:26:24,290 --> 00:26:25,490
that's the call to action.

688
00:26:25,610 --> 00:26:27,200
Does that make sense to Yeah.

689
00:26:27,230 --> 00:26:29,990
Or I'm also thinking the direct call to action will be

690
00:26:30,020 --> 00:26:31,370
jumped over to my Etsy shop.

691
00:26:31,370 --> 00:26:34,160
Now I have brand new earrings ready and waiting,

692
00:26:34,520 --> 00:26:37,070
or a transitional could also be,

693
00:26:37,130 --> 00:26:39,050
Hey, if you want to see these in person before you

694
00:26:39,050 --> 00:26:41,330
purchase, I'm going to be at the local craft market this

695
00:26:41,330 --> 00:26:44,820
weekend. If you live X and X community,

696
00:26:44,910 --> 00:26:45,660
come on over.

697
00:26:45,990 --> 00:26:47,970
I'm the second booth on the right when you walk in

698
00:26:48,030 --> 00:26:48,510
the shell,

699
00:26:49,440 --> 00:26:50,190
Something like that.

700
00:26:50,490 --> 00:26:51,300
I think that's great.

701
00:26:51,540 --> 00:26:53,580
I think that when you sit down to write your brand

702
00:26:53,580 --> 00:26:55,620
story, you guys just like Susan said,

703
00:26:55,680 --> 00:26:58,440
think of the different ways you will be calling people to

704
00:26:58,440 --> 00:26:59,250
come buy from you.

705
00:26:59,550 --> 00:27:01,920
You might be inviting them to the craft market this weekend.

706
00:27:01,920 --> 00:27:04,860
You might be on Instagram telling them to jump over to

707
00:27:04,860 --> 00:27:07,920
your Shopify account or to buy right here on Instagram.

708
00:27:07,920 --> 00:27:09,240
If that's what you want them to do.

709
00:27:09,600 --> 00:27:11,700
Yeah. Or DM or on the shops,

710
00:27:11,700 --> 00:27:12,570
wherever it is.

711
00:27:12,570 --> 00:27:13,410
Yeah. Yeah.

712
00:27:13,440 --> 00:27:15,750
So just sit down and think about how you're going to

713
00:27:15,750 --> 00:27:18,690
invite them to work with you at this point in the

714
00:27:18,750 --> 00:27:20,010
story-building process.

715
00:27:20,340 --> 00:27:21,900
And then the last two,

716
00:27:22,200 --> 00:27:22,920
six and seven,

717
00:27:23,220 --> 00:27:26,220
the six one is what is the success that you end

718
00:27:26,220 --> 00:27:28,950
in? And what's the failure that you avoid.

719
00:27:29,250 --> 00:27:30,570
So for her,

720
00:27:30,570 --> 00:27:30,780
you know,

721
00:27:30,780 --> 00:27:35,430
the success is showing your appreciation to a loved one making

722
00:27:35,430 --> 00:27:37,410
someone's day with a handwritten note,

723
00:27:37,740 --> 00:27:40,200
being an example to your teenager,

724
00:27:40,260 --> 00:27:41,940
that handwritten notes are awesome.

725
00:27:42,180 --> 00:27:45,600
And then per clients would avoid sending a teenager out in

726
00:27:45,600 --> 00:27:48,240
the world with bad manners or yeah.

727
00:27:48,270 --> 00:27:52,560
Avoid forgetting to thank a hostess because you always have thank

728
00:27:52,560 --> 00:27:54,270
you notes on your desk.

729
00:27:54,720 --> 00:27:59,400
I agree you avoid the inactivity of doing it because if

730
00:27:59,400 --> 00:28:01,650
you don't have a thank you note easily at hand,

731
00:28:01,710 --> 00:28:03,120
the whole idea gets lost.

732
00:28:03,450 --> 00:28:04,860
So have them stopped,

733
00:28:04,860 --> 00:28:05,640
ready to go.

734
00:28:05,640 --> 00:28:11,610
Now, beautiful custom created notes designed by me that will leave

735
00:28:11,610 --> 00:28:13,290
such a beautiful impression.

736
00:28:13,320 --> 00:28:16,800
There'll be ready and waiting when the situation happens and your

737
00:28:16,860 --> 00:28:21,840
teen will get the feeling and the satisfaction of knowing that

738
00:28:21,870 --> 00:28:25,380
giving forward with thank yous and all of that actually comes

739
00:28:25,380 --> 00:28:26,040
back to them too,

740
00:28:26,040 --> 00:28:27,210
because seriously,

741
00:28:27,210 --> 00:28:28,320
thank you as these days,

742
00:28:28,320 --> 00:28:30,030
how many people are doing something like that?

743
00:28:30,030 --> 00:28:31,020
Like writing a note.

744
00:28:31,230 --> 00:28:34,170
I bet if a teen did that to somebody else,

745
00:28:34,200 --> 00:28:35,100
they're going to call and say,

746
00:28:35,130 --> 00:28:35,790
oh my gosh,

747
00:28:35,820 --> 00:28:38,010
that note was so thoughtful.

748
00:28:38,280 --> 00:28:39,270
Nobody does that.

749
00:28:39,270 --> 00:28:40,590
I am so impressed.

750
00:28:40,800 --> 00:28:43,110
And then that just validates the whole thing and then keeps

751
00:28:43,110 --> 00:28:43,620
it rolling.

752
00:28:43,620 --> 00:28:49,590
Hopefully. So that's the success part and then failure you avoid.

753
00:28:49,890 --> 00:28:52,440
Well, the first thing I think of is you don't have

754
00:28:52,440 --> 00:28:53,160
what I sell.

755
00:28:53,160 --> 00:28:55,230
So that's a sad thing for you.

756
00:28:57,180 --> 00:28:58,800
That's the sad thing for you.

757
00:28:59,100 --> 00:29:01,110
Well, and if we go back to the earrings that make

758
00:29:01,110 --> 00:29:01,800
you feel good,

759
00:29:01,800 --> 00:29:05,280
you avoid not having something on that makes you feel good

760
00:29:05,280 --> 00:29:05,700
that day.

761
00:29:05,790 --> 00:29:07,710
Right? Cause it does kind of stink.

762
00:29:08,010 --> 00:29:09,690
I look at my jewelry jewelry and I don't have a

763
00:29:09,690 --> 00:29:10,320
pair of earrings.

764
00:29:10,320 --> 00:29:11,040
I want to put on.

765
00:29:11,100 --> 00:29:12,150
That does make me sad.

766
00:29:12,180 --> 00:29:16,110
So I avoid that feeling Or the failure to avoid is

767
00:29:16,110 --> 00:29:18,330
just wearing the same ones every single day,

768
00:29:18,660 --> 00:29:18,960
you know,

769
00:29:18,960 --> 00:29:22,200
and not taking this opportunity to add a little spark to

770
00:29:22,200 --> 00:29:24,150
your mood in such a simple way.

771
00:29:24,450 --> 00:29:24,870
You know,

772
00:29:24,870 --> 00:29:27,750
you have an opportunity to get them new earrings are available,

773
00:29:27,750 --> 00:29:29,610
ready and waiting for you in my shop.

774
00:29:29,670 --> 00:29:31,020
Jump over there now,

775
00:29:31,020 --> 00:29:33,030
because first off they're limited.

776
00:29:33,030 --> 00:29:35,070
So if they're gone,

777
00:29:35,070 --> 00:29:36,150
when you decide you want them,

778
00:29:36,150 --> 00:29:37,080
you're going to be out of luck.

779
00:29:37,080 --> 00:29:37,860
I'd hate that.

780
00:29:37,860 --> 00:29:40,320
And then you're going to be left wearing the same ones

781
00:29:40,320 --> 00:29:41,070
you already were.

782
00:29:41,080 --> 00:29:42,130
I think they're pretty,

783
00:29:42,430 --> 00:29:44,440
but don't you want some new ones to spice up your

784
00:29:44,440 --> 00:29:45,850
life? Something like that.

785
00:29:45,880 --> 00:29:46,570
Would that work?

786
00:29:46,840 --> 00:29:47,950
Yes. I love that.

787
00:29:48,280 --> 00:29:49,960
I'm So freewheeling adhere.

788
00:29:49,960 --> 00:29:50,530
I don't know,

789
00:29:50,560 --> 00:29:52,240
but No,

790
00:29:52,240 --> 00:29:53,410
I think it's perfect.

791
00:29:53,410 --> 00:29:55,240
Yeah, we're Doing this all on the fly.

792
00:29:55,270 --> 00:29:58,060
Okay. So I'm going to review the seven steps and you're

793
00:29:58,060 --> 00:29:59,800
going to give me a grade.

794
00:30:00,310 --> 00:30:02,800
Okay. So here are the seven steps.

795
00:30:03,100 --> 00:30:08,140
The first two are really you thinking through the situation.

796
00:30:08,140 --> 00:30:14,050
So define who your ideal customer is and then determine what

797
00:30:14,050 --> 00:30:18,730
the problem she has that your product can solve.

798
00:30:18,730 --> 00:30:22,330
So those are thinking things and under the problem,

799
00:30:22,390 --> 00:30:23,500
think of external,

800
00:30:23,500 --> 00:30:25,510
internal and philosophical.

801
00:30:25,870 --> 00:30:27,850
So you write all those things down on a piece of

802
00:30:27,850 --> 00:30:29,170
paper. You have that ready.

803
00:30:29,470 --> 00:30:31,900
Then three is meet the guide.

804
00:30:31,930 --> 00:30:33,580
That's you meet the maker.

805
00:30:33,940 --> 00:30:35,140
And so answer these questions.

806
00:30:35,140 --> 00:30:39,070
You are going to write these down to then how do

807
00:30:39,160 --> 00:30:41,110
I relate to this problem?

808
00:30:41,200 --> 00:30:44,020
And what gives me the authority to be the one providing

809
00:30:44,020 --> 00:30:44,740
the solution.

810
00:30:45,070 --> 00:30:49,390
Number four is what's the plan to get to the solution.

811
00:30:49,390 --> 00:30:50,740
So in everyone's case,

812
00:30:50,770 --> 00:30:55,060
it's to buy your product everyone's case for our listeners is

813
00:30:55,060 --> 00:30:58,840
to buy the product along with the promise of what the

814
00:30:58,840 --> 00:31:00,310
product will deliver.

815
00:31:00,610 --> 00:31:03,610
Number five is here's how you actually do it,

816
00:31:03,850 --> 00:31:05,440
the call to action director,

817
00:31:05,440 --> 00:31:09,520
transitional. And then I'm going to say six and seven is

818
00:31:09,520 --> 00:31:11,470
kind of like a conclusion statement.

819
00:31:11,770 --> 00:31:13,510
What you'll realize in the end,

820
00:31:13,510 --> 00:31:18,220
by having done the call to action and what will happen

821
00:31:18,220 --> 00:31:18,850
if you don't.

822
00:31:19,180 --> 00:31:20,500
So that's the whole thing.

823
00:31:20,590 --> 00:31:21,550
All seven steps.

824
00:31:21,550 --> 00:31:22,960
How I do what's my grade.

825
00:31:23,230 --> 00:31:24,010
That's Perfect.

826
00:31:24,010 --> 00:31:24,970
You got an a plus.

827
00:31:27,520 --> 00:31:27,880
All right.

828
00:31:27,880 --> 00:31:30,640
And so now this is probably going to be too much

829
00:31:30,640 --> 00:31:34,240
to ask you don't have a story statement yet for gray.

830
00:31:34,270 --> 00:31:34,810
I'm sure.

831
00:31:34,810 --> 00:31:36,280
Cause we just created this now.

832
00:31:36,640 --> 00:31:37,480
That's Right.

833
00:31:37,780 --> 00:31:38,290
But you know,

834
00:31:38,290 --> 00:31:38,860
what's cool.

835
00:31:38,860 --> 00:31:40,330
And maybe I can do it on the fly.

836
00:31:40,630 --> 00:31:43,390
So what we can do is we can use the whole

837
00:31:43,390 --> 00:31:47,980
story that you write and we create a character transformation statement

838
00:31:48,340 --> 00:31:50,740
and you can get it down to one sentence.

839
00:31:50,780 --> 00:31:54,520
I try it with grateful designs that can really be your

840
00:31:54,550 --> 00:31:57,640
32nd elevator pitch at a networking event too.

841
00:31:57,700 --> 00:32:00,340
You could decide that you want to use your character transformation

842
00:32:00,340 --> 00:32:03,490
statement. So if I'm gray and you asked me,

843
00:32:03,580 --> 00:32:04,200
Hey, great,

844
00:32:04,200 --> 00:32:04,930
what do you do?

845
00:32:05,320 --> 00:32:06,580
My tears are interesting.

846
00:32:06,580 --> 00:32:07,030
It could be.

847
00:32:07,360 --> 00:32:12,250
I help moms of teenagers set good examples for manners by

848
00:32:12,310 --> 00:32:14,560
delivering thank you notes that are beautiful,

849
00:32:14,590 --> 00:32:16,630
that they can use in their everyday life.

850
00:32:17,080 --> 00:32:17,710
So that was rough.

851
00:32:17,740 --> 00:32:19,090
But I'm going to try again.

852
00:32:19,480 --> 00:32:20,860
No, I get what you're saying.

853
00:32:20,860 --> 00:32:26,350
So I focused on providing a solution to mothers of teenagers

854
00:32:26,410 --> 00:32:31,990
to help reinforce the value of showing gratitude through.

855
00:32:32,080 --> 00:32:33,070
Thank you notes.

856
00:32:33,400 --> 00:32:36,880
I create beautiful custom thank you notes that then you can

857
00:32:36,880 --> 00:32:37,570
have at the ready.

858
00:32:37,570 --> 00:32:39,980
When the situation presents itself.

859
00:32:40,820 --> 00:32:43,220
I don't know We can work on it.

860
00:32:43,490 --> 00:32:44,210
Do you see how,

861
00:32:44,270 --> 00:32:47,000
if I am at a networking event that really could help

862
00:32:47,000 --> 00:32:50,090
me sell what I do before I create custom,

863
00:32:50,090 --> 00:32:50,780
thank you notes.

864
00:32:51,110 --> 00:32:56,300
I helped mothers of teenagers instill gratitude in their kids by

865
00:32:56,390 --> 00:32:59,780
creating custom thank you notes that everybody wants because they're gorgeous

866
00:33:00,050 --> 00:33:00,980
That are at the ready.

867
00:33:00,980 --> 00:33:05,000
When a situation presents itself to show that you've appreciated something,

868
00:33:05,120 --> 00:33:06,080
an actor like whatever.

869
00:33:06,380 --> 00:33:08,720
So as we're talking here and just spending a little bit

870
00:33:08,720 --> 00:33:09,380
more time,

871
00:33:09,380 --> 00:33:13,010
we're defining this and narrowing it into the perfect words.

872
00:33:13,310 --> 00:33:15,290
And so this is the type of exercise that you would

873
00:33:15,290 --> 00:33:17,870
then do is take these seven steps,

874
00:33:17,900 --> 00:33:19,130
tweak it a little bit.

875
00:33:19,130 --> 00:33:21,230
And then once you've got your wording down,

876
00:33:21,230 --> 00:33:25,670
and this is what I always say for introduction messages or

877
00:33:25,670 --> 00:33:26,630
the elevator speech,

878
00:33:26,630 --> 00:33:29,360
I hate that I've redefined it as introduction messages.

879
00:33:29,360 --> 00:33:31,580
Cause I think it's just not so stressful.

880
00:33:31,610 --> 00:33:33,740
Plus that's more of what it is anyway.

881
00:33:34,100 --> 00:33:36,260
And then you just practice it a little bit.

882
00:33:36,290 --> 00:33:38,990
And the thing I love this so much Meredith,

883
00:33:39,020 --> 00:33:40,850
because truly,

884
00:33:40,940 --> 00:33:44,120
and you guys who are listening are going to nod in

885
00:33:44,120 --> 00:33:44,960
agreement with me.

886
00:33:44,960 --> 00:33:47,090
I know that so often,

887
00:33:47,180 --> 00:33:49,790
even if we're at a cocktail party or we're just out

888
00:33:49,790 --> 00:33:50,750
with someone and they say,

889
00:33:50,780 --> 00:33:51,890
oh, you have your own business.

890
00:33:51,890 --> 00:33:52,970
What do you do?

891
00:33:53,330 --> 00:33:56,270
So many of us stumble over our words.

892
00:33:56,270 --> 00:33:59,150
And it's the silliest thing because we're looking at our business,

893
00:33:59,150 --> 00:34:00,890
we're working in our business all the time.

894
00:34:01,160 --> 00:34:01,970
But when we're asked,

895
00:34:01,970 --> 00:34:03,920
just very simply what we do,

896
00:34:04,220 --> 00:34:04,550
it's like,

897
00:34:06,050 --> 00:34:09,230
they don't know what to say when really this is the

898
00:34:09,230 --> 00:34:14,210
opportunity to speak with power and confidence because you're representing your

899
00:34:14,210 --> 00:34:17,180
business. So I see this brand story.

900
00:34:17,180 --> 00:34:20,630
Once we put it together in a sentence or two,

901
00:34:20,660 --> 00:34:20,930
you know,

902
00:34:20,930 --> 00:34:21,470
a nice,

903
00:34:21,530 --> 00:34:26,750
concise statement being so valuable for so many things.

904
00:34:26,990 --> 00:34:29,930
That's why I was saying face-to-face conversations in the beginning.

905
00:34:29,930 --> 00:34:30,260
It's just,

906
00:34:30,290 --> 00:34:31,700
you'll never be caught off guard again.

907
00:34:31,700 --> 00:34:32,930
You know exactly what you'd say.

908
00:34:33,350 --> 00:34:34,490
You know what you want to hear mine.

909
00:34:34,580 --> 00:34:35,360
I've got mine down.

910
00:34:35,360 --> 00:34:36,020
I don't have grades,

911
00:34:36,380 --> 00:34:40,160
but I say I help small business owners expand their reach

912
00:34:40,160 --> 00:34:44,450
and explode their sale with copywriting and Facebook and Instagram ads.

913
00:34:44,750 --> 00:34:46,400
Beautiful people usually go,

914
00:34:46,400 --> 00:34:48,380
wow. I want to expand my reach and explain to my

915
00:34:48,700 --> 00:34:49,460
business owners.

916
00:34:49,760 --> 00:34:52,760
Yeah. What's really important in what you said too.

917
00:34:52,820 --> 00:34:55,970
None of that was super fancy,

918
00:34:56,090 --> 00:34:59,270
hard to understand words because the whole goal is not to

919
00:34:59,270 --> 00:35:02,000
show how well you can wordsmith anything.

920
00:35:02,000 --> 00:35:04,520
The goal is to communicate the idea to somebody else.

921
00:35:04,520 --> 00:35:05,570
So that right away,

922
00:35:05,570 --> 00:35:06,470
two seconds later,

923
00:35:06,470 --> 00:35:07,070
if someone asks,

924
00:35:07,100 --> 00:35:08,420
oh, I just saw you talking to Meredith,

925
00:35:08,420 --> 00:35:09,170
what does she do?

926
00:35:09,500 --> 00:35:10,610
They could say it.

927
00:35:10,700 --> 00:35:12,980
Right? So mine is really simple.

928
00:35:12,980 --> 00:35:16,400
Also it's I help women turn a hobby or a craft

929
00:35:16,460 --> 00:35:17,480
into a business.

930
00:35:17,840 --> 00:35:20,540
And then I expand on that if necessary,

931
00:35:20,540 --> 00:35:20,750
you know,

932
00:35:20,750 --> 00:35:21,650
through the podcast,

933
00:35:21,650 --> 00:35:22,280
online training,

934
00:35:22,280 --> 00:35:23,060
but whatever.

935
00:35:23,360 --> 00:35:27,020
But the whole idea is not to tell everybody everything it's

936
00:35:27,020 --> 00:35:30,110
to peak interest because they can ask you back later,

937
00:35:30,110 --> 00:35:30,860
if they're interested,

938
00:35:30,860 --> 00:35:32,120
they'll follow up with a question.

939
00:35:32,120 --> 00:35:33,020
If they're not interested,

940
00:35:33,020 --> 00:35:33,560
they won't.

941
00:35:33,590 --> 00:35:33,890
And then,

942
00:35:33,890 --> 00:35:34,250
you know,

943
00:35:34,250 --> 00:35:35,150
not to keep going,

944
00:35:35,910 --> 00:35:37,950
right. I have a two for your listeners.

945
00:35:37,950 --> 00:35:38,700
It's not mine.

946
00:35:38,940 --> 00:35:39,600
It's not for sale,

947
00:35:39,630 --> 00:35:44,640
but Donald Miller has a free tool@mystorybrand.com.

948
00:35:44,640 --> 00:35:47,010
You do have to create an account just with your name

949
00:35:47,010 --> 00:35:47,760
and email.

950
00:35:47,790 --> 00:35:49,050
So he's got a fill in the blank.

951
00:35:49,050 --> 00:35:50,940
You Guys to create this brand story,

952
00:35:50,940 --> 00:35:52,050
just the seven steps.

953
00:35:52,050 --> 00:35:54,930
And then it helps you create that character transformation.

954
00:35:54,930 --> 00:35:56,610
So you can use your pen and paper in your notebook,

955
00:35:56,610 --> 00:36:00,360
or you can use this fill in the blank tool@mystorybrand.com.

956
00:36:00,750 --> 00:36:04,620
Wonderful. And I wholly endorsed Donald Miller too.

957
00:36:04,620 --> 00:36:07,500
I think I first heard from him when he was,

958
00:36:07,500 --> 00:36:09,450
I think I want to say he was first making a

959
00:36:09,450 --> 00:36:13,350
name for himself back at social media marketing world.

960
00:36:13,350 --> 00:36:15,330
I'm going to say it might even be as long as

961
00:36:15,330 --> 00:36:16,920
10 years ago.

962
00:36:16,980 --> 00:36:21,210
And they did a couple of sessions right before the big

963
00:36:21,210 --> 00:36:21,870
conference kicked off.

964
00:36:21,960 --> 00:36:23,940
And I had come in early because I wanted,

965
00:36:24,000 --> 00:36:26,070
and those were paid extra sessions.

966
00:36:26,370 --> 00:36:27,660
And so I was in a room with,

967
00:36:27,660 --> 00:36:30,750
I think there were only like 30 of us and he

968
00:36:30,750 --> 00:36:32,010
was talking brand story.

969
00:36:32,010 --> 00:36:35,280
And that's the first time I really heard it described in

970
00:36:35,280 --> 00:36:35,910
that manner.

971
00:36:35,970 --> 00:36:36,840
Not with these steps.

972
00:36:36,840 --> 00:36:38,730
I don't remember him having these steps yet.

973
00:36:38,970 --> 00:36:39,540
Maybe he did.

974
00:36:39,540 --> 00:36:40,110
I don't remember,

975
00:36:40,110 --> 00:36:43,410
but I totally endorse what you're saying Meredith,

976
00:36:43,470 --> 00:36:45,120
in terms of your example,

977
00:36:45,150 --> 00:36:48,360
referencing him and using his model for sure.

978
00:36:48,630 --> 00:36:51,110
It's a great business model for you to,

979
00:36:51,110 --> 00:36:51,870
to be following.

980
00:36:51,870 --> 00:36:52,740
I just love it.

981
00:36:52,830 --> 00:36:53,910
It's absolutely fabulous.

982
00:36:54,210 --> 00:36:57,600
So circling back just for a second.

983
00:36:57,900 --> 00:37:00,510
Once we've got this all written down,

984
00:37:00,690 --> 00:37:02,940
how do we use this on our website?

985
00:37:03,300 --> 00:37:04,050
Okay. Well,

986
00:37:04,110 --> 00:37:06,780
the way I like to use it is to think about

987
00:37:06,780 --> 00:37:07,890
your ideal customer.

988
00:37:07,920 --> 00:37:09,270
So think about for grey.

989
00:37:09,270 --> 00:37:11,700
She would think about this 45 year old Mike and our

990
00:37:11,700 --> 00:37:15,300
younger now 45 year old lady coming to your website.

991
00:37:15,390 --> 00:37:18,660
You want to appeal to every aspect of her.

992
00:37:18,930 --> 00:37:22,770
So if above the fold on your website,

993
00:37:22,830 --> 00:37:24,480
you want to talk directly to her.

994
00:37:24,480 --> 00:37:26,940
That means when somebody puts in your URL,

995
00:37:26,970 --> 00:37:27,720
if it's gray,

996
00:37:27,750 --> 00:37:29,340
grateful design.com

997
00:37:29,700 --> 00:37:31,200
and the URL populates,

998
00:37:31,230 --> 00:37:34,050
they want to see if you want custom,

999
00:37:34,050 --> 00:37:35,070
thank you notes,

1000
00:37:35,100 --> 00:37:37,320
to be a good example for your teenager.

1001
00:37:37,350 --> 00:37:38,100
If that's what you decided,

1002
00:37:38,100 --> 00:37:40,890
the customer transformation hit this button here to buy,

1003
00:37:40,980 --> 00:37:44,730
okay? So you want to use the brand story to unfold.

1004
00:37:44,760 --> 00:37:47,430
But what you do is you start with the character transformation

1005
00:37:47,430 --> 00:37:48,120
at the top,

1006
00:37:48,420 --> 00:37:50,700
and then you give a little bit more information.

1007
00:37:50,730 --> 00:37:53,190
Maybe there were a few people that were ready to buy,

1008
00:37:53,490 --> 00:37:56,760
but there were some people that weren't and what Donald Miller

1009
00:37:57,210 --> 00:37:58,050
actually is.

1010
00:37:58,140 --> 00:38:00,330
Then as they scroll down on your homepage,

1011
00:38:00,330 --> 00:38:03,060
you can talk about some of the problems.

1012
00:38:03,060 --> 00:38:03,810
Maybe your teenager,

1013
00:38:03,870 --> 00:38:06,330
if we're talking to her has bad handwriting because they only

1014
00:38:06,330 --> 00:38:09,150
use their iPhone or whatever problems you might think are.

1015
00:38:09,450 --> 00:38:10,710
You want to write a thank you note,

1016
00:38:10,710 --> 00:38:12,900
but you never have them at the ready next to your

1017
00:38:12,900 --> 00:38:14,910
desk. Click here to buy the cutest,

1018
00:38:14,910 --> 00:38:15,510
thanking those that,

1019
00:38:15,540 --> 00:38:15,720
you know,

1020
00:38:15,720 --> 00:38:18,180
my custom thinking is have a button for her to click,

1021
00:38:18,540 --> 00:38:20,700
and then you just sorta keep populating the story.

1022
00:38:21,000 --> 00:38:23,640
The next place is you might offer some of your authority,

1023
00:38:23,940 --> 00:38:25,710
like maybe with testimonials,

1024
00:38:25,710 --> 00:38:27,810
from some of your buyers that would go on the next

1025
00:38:27,810 --> 00:38:29,490
part of the homepage with a button to buy.

1026
00:38:29,820 --> 00:38:32,400
So that's how I use it on my website and then

1027
00:38:32,550 --> 00:38:33,300
my clients.

1028
00:38:33,600 --> 00:38:34,350
Yeah. I mean,

1029
00:38:34,350 --> 00:38:37,000
I think definitely product based businesses.

1030
00:38:37,030 --> 00:38:40,750
I would have some products right on that first page.

1031
00:38:41,020 --> 00:38:43,300
But maybe even like in your banner,

1032
00:38:43,330 --> 00:38:46,750
you have that wording of the promise statement and the products,

1033
00:38:46,750 --> 00:38:50,290
like why should I be coming to you for my thank

1034
00:38:50,290 --> 00:38:50,710
you cards?

1035
00:38:50,710 --> 00:38:53,470
Why shouldn't I be going to other people who also make

1036
00:38:53,470 --> 00:38:57,250
cards? They may even be more in terms of image wise,

1037
00:38:57,550 --> 00:39:01,150
something that a teen would be more interested in sending.

1038
00:39:01,510 --> 00:39:02,710
So you're dialing in on that.

1039
00:39:02,710 --> 00:39:05,170
And then the other thing I would put on the home

1040
00:39:05,170 --> 00:39:09,940
page, because usually what we'll see Meredith is when someone has

1041
00:39:09,940 --> 00:39:10,630
a website,

1042
00:39:10,660 --> 00:39:13,570
the very first page is automatically all the products.

1043
00:39:13,870 --> 00:39:16,450
And so then the problem with that is you have not

1044
00:39:16,450 --> 00:39:20,620
built a relationship at all with anybody or any type of

1045
00:39:20,620 --> 00:39:24,790
atmosphere or experience around your brand and working with you.

1046
00:39:25,150 --> 00:39:28,240
And so if you're lucky enough to get someone to buy,

1047
00:39:28,270 --> 00:39:32,110
they probably or might not come back because you've not engaged

1048
00:39:32,110 --> 00:39:35,170
them in any personal way for them to be devoted to

1049
00:39:35,170 --> 00:39:39,250
you. So that's what I see as the brand story helping

1050
00:39:39,250 --> 00:39:41,140
with. And then for sure,

1051
00:39:41,140 --> 00:39:43,060
because of product based businesses,

1052
00:39:43,120 --> 00:39:45,310
even if you have just a section on your page that

1053
00:39:45,310 --> 00:39:47,470
says best sellers or here's,

1054
00:39:47,470 --> 00:39:50,320
what's hot this season or something like that.

1055
00:39:50,320 --> 00:39:53,230
So some product representation on your page,

1056
00:39:53,530 --> 00:39:54,520
and then of course,

1057
00:39:54,580 --> 00:39:57,400
clear navigation to where they can go and look at all

1058
00:39:57,400 --> 00:39:59,860
your products And like that,

1059
00:39:59,860 --> 00:40:02,320
like starting with what you think the best sellers are.

1060
00:40:02,390 --> 00:40:03,580
As soon as they land on their website,

1061
00:40:03,580 --> 00:40:04,330
they can buy it.

1062
00:40:04,480 --> 00:40:07,420
And then whatever other information you think they need to make

1063
00:40:07,420 --> 00:40:10,210
the sale happen as they scroll down the website.

1064
00:40:10,510 --> 00:40:10,900
Yeah. Yeah.

1065
00:40:10,930 --> 00:40:13,750
Just start building a relationship and a personality.

1066
00:40:13,780 --> 00:40:15,250
So that's important.

1067
00:40:15,610 --> 00:40:17,080
What would you say real quickly?

1068
00:40:17,080 --> 00:40:18,550
We won't spend very much time on this,

1069
00:40:18,550 --> 00:40:21,070
but what would you say about the maker page?

1070
00:40:21,370 --> 00:40:24,010
Okay. So when you go to make your about page,

1071
00:40:24,070 --> 00:40:27,580
don't just write the history of creating your business,

1072
00:40:27,610 --> 00:40:28,600
which can be interesting.

1073
00:40:28,900 --> 00:40:30,670
But what I want you to do is look at your

1074
00:40:30,670 --> 00:40:34,150
brand story and really it's all about the customer,

1075
00:40:34,240 --> 00:40:34,840
even though,

1076
00:40:34,930 --> 00:40:35,260
I mean,

1077
00:40:35,320 --> 00:40:36,340
it is about you.

1078
00:40:36,370 --> 00:40:38,320
They want to know about you to buy,

1079
00:40:38,620 --> 00:40:40,390
but from their perspective.

1080
00:40:40,660 --> 00:40:46,420
So remember to talk about why you empathize with the customer

1081
00:40:46,420 --> 00:40:47,980
or the product that you're making,

1082
00:40:48,310 --> 00:40:51,850
what gives you authority and then like why that they should

1083
00:40:51,850 --> 00:40:53,650
feel comfortable buying from you.

1084
00:40:53,800 --> 00:40:55,420
That's really the point of the,

1085
00:40:55,420 --> 00:40:57,220
about page with a brand story,

1086
00:40:57,520 --> 00:40:59,470
right? Circling it back to them,

1087
00:40:59,500 --> 00:41:01,750
maybe a little bit about you and how you got into

1088
00:41:01,750 --> 00:41:02,260
it and all that.

1089
00:41:02,260 --> 00:41:03,670
Cause that's building your authority.

1090
00:41:03,790 --> 00:41:03,940
You know,

1091
00:41:03,940 --> 00:41:04,450
it depends,

1092
00:41:04,720 --> 00:41:06,280
everyone's, story's a little bit different,

1093
00:41:06,520 --> 00:41:07,870
but a little bit about you,

1094
00:41:07,870 --> 00:41:10,960
but not certainly not a whole resume and certainly not a

1095
00:41:10,960 --> 00:41:14,440
million words cause who sits and reads a million words anymore.

1096
00:41:14,710 --> 00:41:16,120
Yes. Just use the filter.

1097
00:41:16,330 --> 00:41:18,880
I think that that's just sort of revolutionary.

1098
00:41:18,880 --> 00:41:20,290
Sometimes if you hadn't thought of it,

1099
00:41:20,560 --> 00:41:21,610
do you use the filter of,

1100
00:41:21,730 --> 00:41:23,860
would this piece of information?

1101
00:41:23,950 --> 00:41:25,990
Well, what my customer want to buy from me,

1102
00:41:26,680 --> 00:41:27,100
for instance,

1103
00:41:27,100 --> 00:41:27,880
I sure,

1104
00:41:28,000 --> 00:41:28,750
because you know,

1105
00:41:28,750 --> 00:41:31,240
your grandfather and your dad did the same business that would

1106
00:41:31,240 --> 00:41:33,260
make me want to buy from you that if you went

1107
00:41:33,260 --> 00:41:34,340
to the university of Florida,

1108
00:41:34,550 --> 00:41:36,770
instead that you didn't go to Florida state,

1109
00:41:37,070 --> 00:41:38,690
I don't care as a buyer.

1110
00:41:38,720 --> 00:41:39,320
Right. I mean,

1111
00:41:39,320 --> 00:41:40,490
you might care that,

1112
00:41:40,490 --> 00:41:40,700
you know,

1113
00:41:40,700 --> 00:41:42,860
you care about your college that maybe I don't care.

1114
00:41:43,290 --> 00:41:47,150
The only reason I would care is if my product was

1115
00:41:47,150 --> 00:41:48,140
all Florida.

1116
00:41:48,470 --> 00:41:49,310
Yeah. Right.

1117
00:41:49,610 --> 00:41:49,880
You know,

1118
00:41:49,880 --> 00:41:53,420
like if it was branded with all only Florida things,

1119
00:41:53,420 --> 00:41:57,680
then you're showing your commitment to that area and your loyalty

1120
00:41:57,680 --> 00:41:58,700
to that area,

1121
00:41:58,760 --> 00:42:00,530
which could be a reason.

1122
00:42:00,860 --> 00:42:02,000
But I like what you're saying.

1123
00:42:02,000 --> 00:42:04,190
Why does the person who's reading it care,

1124
00:42:04,550 --> 00:42:05,750
absolutely love this.

1125
00:42:06,020 --> 00:42:08,060
This has been amazing.

1126
00:42:08,330 --> 00:42:10,190
How long do you think it would take for someone to

1127
00:42:10,190 --> 00:42:10,880
do this?

1128
00:42:10,940 --> 00:42:12,770
To walk through these seven steps?

1129
00:42:13,100 --> 00:42:14,870
I think you don't even need an hour.

1130
00:42:14,930 --> 00:42:15,680
I've Thomas.

1131
00:42:16,010 --> 00:42:16,700
Some people think,

1132
00:42:16,730 --> 00:42:18,290
oh, I need to schedule a whole day.

1133
00:42:18,320 --> 00:42:21,020
But if you make yourself pick an ideal customer,

1134
00:42:21,200 --> 00:42:23,390
you are going to be surprised at how fast you can

1135
00:42:23,480 --> 00:42:24,500
pop this story out.

1136
00:42:24,800 --> 00:42:26,180
And as you were saying earlier,

1137
00:42:26,210 --> 00:42:29,510
if you have to pick a couple and see which one

1138
00:42:29,540 --> 00:42:33,080
feels better for you and then go from there.

1139
00:42:33,350 --> 00:42:33,710
All right.

1140
00:42:33,710 --> 00:42:34,520
So mark,

1141
00:42:34,520 --> 00:42:35,810
some time in your calendar,

1142
00:42:37,010 --> 00:42:38,150
pour some coffee,

1143
00:42:38,150 --> 00:42:39,350
pour some tea,

1144
00:42:39,380 --> 00:42:40,580
maybe a glass of wine,

1145
00:42:40,580 --> 00:42:43,610
depending on when in the day it is and set aside

1146
00:42:43,610 --> 00:42:45,470
an hour and do this.

1147
00:42:45,530 --> 00:42:47,750
It's going to be so worth it.

1148
00:42:48,080 --> 00:42:50,420
Meredith. Where can people go to find out more about,

1149
00:42:50,990 --> 00:42:51,890
Well, on my,

1150
00:42:51,890 --> 00:42:52,550
about page,

1151
00:42:52,880 --> 00:42:53,480
my website,

1152
00:42:53,750 --> 00:42:55,580
Meredith callahan.com.

1153
00:42:55,880 --> 00:42:58,130
And if you want to book a call with me just

1154
00:42:58,130 --> 00:42:58,550
to talk,

1155
00:42:58,610 --> 00:43:00,080
I have free discovery calls.

1156
00:43:00,080 --> 00:43:01,580
And I love to talk about your business.

1157
00:43:01,910 --> 00:43:06,230
If you have questions about StoryBrand or Facebook and Instagram ads,

1158
00:43:06,260 --> 00:43:06,980
I'm there.

1159
00:43:07,280 --> 00:43:10,940
And I also love Instagram and my Instagram handles Meredith calender.

1160
00:43:11,030 --> 00:43:11,900
You can find me there.

1161
00:43:12,200 --> 00:43:14,030
Perfect. Wonderful Meredith.

1162
00:43:14,060 --> 00:43:14,930
Thank you so much.

1163
00:43:14,930 --> 00:43:16,880
I really appreciate you coming on today,

1164
00:43:16,940 --> 00:43:19,460
giving us these seven steps that we can follow.

1165
00:43:19,550 --> 00:43:23,420
Thanks for playing along with me in creating a fictitious business

1166
00:43:23,420 --> 00:43:25,970
that we could work this through with that was fun and

1167
00:43:25,970 --> 00:43:28,010
challenging and interesting to do.

1168
00:43:28,310 --> 00:43:31,310
So I love that we did that and I appreciate you

1169
00:43:31,310 --> 00:43:33,200
so much and all the value that you've brought to our

1170
00:43:33,200 --> 00:43:33,980
listeners today.

1171
00:43:34,490 --> 00:43:36,380
See, Thank you for everything that you do.

1172
00:43:36,380 --> 00:43:39,290
I really love being here and brainstorming with you.

1173
00:43:39,560 --> 00:43:42,440
And I know that your listeners appreciate all the guidance that

1174
00:43:42,440 --> 00:43:43,880
you give them on this podcast.

1175
00:43:44,150 --> 00:43:45,050
That's very sweet.

1176
00:43:45,080 --> 00:43:45,650
Thank you.

1177
00:43:49,160 --> 00:43:52,850
Wow. Short of writing your brand story for you,

1178
00:43:53,210 --> 00:43:56,720
Meredith has provided all that's needed to change the way you

1179
00:43:56,720 --> 00:44:01,400
respond. When someone asks about your business to speak confidently about

1180
00:44:01,400 --> 00:44:02,960
your products and their value.

1181
00:44:03,260 --> 00:44:04,130
When in the past,

1182
00:44:04,130 --> 00:44:06,890
you may have stumbled a bit when asked that question,

1183
00:44:07,670 --> 00:44:11,780
I'm on my knees begging you right now to set an

1184
00:44:11,810 --> 00:44:15,980
hour aside in your calendar to create your brand story.

1185
00:44:16,580 --> 00:44:20,930
This can be the single most important game changer for you

1186
00:44:20,930 --> 00:44:22,220
in 2022.

1187
00:44:22,790 --> 00:44:26,960
Also remember to check out all the celebratory events happening around

1188
00:44:26,960 --> 00:44:28,100
national bakers,

1189
00:44:28,100 --> 00:44:29,480
crafters maker's day.

1190
00:44:29,900 --> 00:44:34,350
You can find that over@handmadehealstheworld.com

1191
00:44:35,250 --> 00:44:36,090
up next week,

1192
00:44:36,330 --> 00:44:40,140
we'll be diving into being successful at markets,

1193
00:44:40,530 --> 00:44:43,530
whether it's a local craft show or a wholesale show,

1194
00:44:43,920 --> 00:44:48,720
you'll hear from two experts on in-person visibility and selling at

1195
00:44:48,720 --> 00:44:51,450
shows and now be safe and well.

1196
00:44:51,600 --> 00:44:52,470
And I'll see you again.

1197
00:44:52,470 --> 00:44:55,440
Next time on the gift biz unwrapped podcasts.

1198
00:44:57,090 --> 00:44:59,760
I want to make sure you're familiar with my free Facebook

1199
00:44:59,760 --> 00:45:02,280
group called gift is breeze.

1200
00:45:02,670 --> 00:45:06,480
It's a place where we all gather and our community to

1201
00:45:06,480 --> 00:45:07,710
support each other.

1202
00:45:08,160 --> 00:45:10,290
Got a really fun post in there.

1203
00:45:10,290 --> 00:45:11,670
That's my favorite of the week.

1204
00:45:11,670 --> 00:45:14,550
I have to say where I invite all of you to

1205
00:45:14,550 --> 00:45:17,670
share what you're doing to show pictures of your product,

1206
00:45:17,820 --> 00:45:21,090
to show what you're working on for the week to get

1207
00:45:21,090 --> 00:45:24,030
reaction from other people and just for fun,

1208
00:45:24,030 --> 00:45:27,630
because we all get to see the wonderful products that everybody

1209
00:45:27,630 --> 00:45:32,160
in the community is making my favorite post every single week,

1210
00:45:32,220 --> 00:45:33,570
without doubt.

1211
00:45:34,290 --> 00:45:37,890
Wait, what aren't you part of the group already,

1212
00:45:38,520 --> 00:45:41,940
if not make sure to jump over to Facebook and search

1213
00:45:41,940 --> 00:45:45,420
for the group gift biz breeze don't delay.

1214
00:45:45,900 --> 00:45:49,050
Come join us in gift biz breeze today.