How to Create Transformative Marketing Experiences

I might get in trouble for giving away this exercise from our book, but it's a subject that's come up a lot lately and I think it will benefit a ton of people (including you!) Before I get into it, some context: It's easy to fall into transactional thinking when selling. Selling at its core selling is about a literal transaction — I offer you something of value, and if you agree it has value to you, you should provide me with value back ($$, time, info, a job, etc.). But truly great sellers don't just want a "value exchange." They want to make a difference in their buyers' lives. They literally want to transform their worlds. To help people think transformationally, Colin and I created a "Value Assessment Exercise." It started while working with a client who hired us to figure out why they were having trouble landing qualified prospects who seemed like "perfect fits." We dug into their sales process and noticed something... They were constantly asking for things - extracting value - w/out providing any significant value in return. It was always: "What's your budget? When can you buy? Do you have time for a call?" When they gave, if ever, it was all about them and their product. To get our client: 1. thinking about GIVING instead of taking; and 2. thinking about giving TRANSFORMATIONALLY we took them through a 4-step process you can use, too: Step 1: Print out all documented communications you regularly use with your customers... • scripts • call transcripts • email templates • follow-up cadences • anything else you've written down ...and tape them all up on a wall. Step 2: Under each doc, tape a blank piece of paper divided into 2 columns: • Column 1: Write down everything you're extracting with that communication (e.g. asking for time, money, or information). • Column 2: List any value you're ADDING with that same communication (info, articles, opportunities, etc.). Step 3: Look at the value adds in Column 2 and RANK THEM on a scale from 1 to 10 for how TRANSFORMATIONAL they are (aka their significance or impact). For example, sending a relevant article might be a 2. An intro to a meaningful contact might be a 6. Step 4: Make changes. First, flip the ratio to make sure you're GIVING more than you're TAKING. Second, think of ways to raise the "transformational ratings" in Column 2. Get creative. The changes don't have to (and probably shouldn't) be obvious. The team we were working with had fun with it. They: • Scaled back on asks • Outsourced a team to find & create hyper-relevant content for customers • Hosted monthly Q&As with experts so clients could learn & interact with each other Within 2 months their close rate blew up. Look at your own sales process & use the Value Assessment Exercise to take stock of how much you're giving vs. taking, evaluate the impact of the things you give, and tip the scales to be more TRANSFORMATIONAL Try this with your own sales activities and let me know if it changes your mindset!

Creating content with your customers is my favorite way to extend your brand halo. A shift towards customer collaboration transforms your content motion from a mode of constant self creation to a drumbeat of curation. The challenge is creating the right collaboration opportunity where your customer doesn’t just share it once, but makes your thing a part of their external promotional stream. Here’s what I do to make this happen: 1. Selecting the right topic: It’s always good to ask your customers up front what messages that they're taking to market this year. If you build something that centers around their main messages then you're instantly designing content that will have more shelf life for their promotion. The most impactful content strategies not only allow for your customer’s point-of-view to be a part of it, but also have it work cohesively with your own messaging. 2. Prioritizing organization: Your customers don’t want to have to do a ton of additional work during a collaboration. It’s your responsibility to make the request stupid simple and easy for your customer. Creating a brief for your customers to absorb on their own time can cut out a ton of back and forth. 3. Setting expectations up front: If you're creating content with your customers and you want them to share it with their audience you need to ask them to do it. The ask should come up front and you should earn commitment from them. It’s really important to let your customers know exactly what you’re looking for them to do and also ask the right questions to identify other opportunities for them to share. 4. Early access: Give your customers early access to the content, your promotional plan, and graphics that they can use for their promotion. When you give your customers access to the deliverables early it also gives them another reminder to share. 5. Make your customers look like heroes: Your customers have offered up their time to help promote your brand. The most important thing that you can do during this process is to create content that is going to make them shine on your stage. This always means going above and beyond to make sure that they’re being featured as true thought leaders in the space. Customer collaborations can’t be viewed as a one and done thing. Customer collaborations need to be a part of your strategy and happen consistently in order to make the impact that you’re looking for. When it starts to work you’ll see your audience grow. You’ll know when it’s really working when your customers not only signs their renewal, but wants more from your brand.

How I help my clients attract more ideal customers by clarifying their message. If you're a tech founder who thinks your message isn't as important as your product—you are sadly mistaken. As Donald Miller says, "the best product doesn't always win; it's the one that is communicated most effectively." I'm a StoryBrand Certified Guide and believe this is the most effective way to communicate what you do, with your target audience. It's based on the same storytelling framework used in the most famous movies and books in the world. Here's my exact process for doing this with clients. 1/ Fill out a questionnaire. My clients start by filling out a simple questionnaire prior to our 2 part strategy session. This includes information all about their business and current marketing efforts. Giving me clarity in to who they are, what they do, and what they are trying to achieve. 2/ Messaging strategy session. The first strategy session we perform is to get clear on who you're talking to, what their problems are, your solution, and what makes you different. We brainstorm ideas live on a call and go over the first part of the questionnaire. 3/ Implementation session A messaging session without a game-plan for implementation isn't going to work. For your messaging to be effective, you have to integrate it into all your marketing collateral. During this session we talk about exactly that. Whether it be a website strategy, content strategy, or creating a roadmap for a website rebuild. You walk away with the tools necessary to transform your business. -- P.S. I help tech founders get more customers by simplifying their technical language into something their ideal customers understand and want to buy.

Your USP isn't just a feature. ...it's the foundation of your story. Most people get this completely wrong. I've seen countless businesses struggle to connect with their audience because they treat their USP like a bullet point list instead of a compelling narrative. Here's what truly matters when turning your USP into a story hook: ✅ Emotional Connection Transform features into experiences that resonate with your audience's desires and challenges. ✅ Personal Journey Show the evolution and purpose behind your unique solution, not just what makes it different. ✅ Clear Value Translation Bridge the gap between what you offer and how it changes your customer's life. ✅ Authentic Voice Let your brand personality shine through instead of using corporate jargon. ✅ Problem-Solution Framework Structure your story around the specific problem you solve and why your approach matters. ✅ Memorable Elements Include distinctive details that make your story stick in people's minds. The most successful brands don't just list what makes them unique - they weave it into a narrative that captures attention and builds trust. Your USP becomes powerful when it's not just about what you do differently, but why it matters to your audience and how it transforms their world. Stop treating your USP like a feature list. Start using it as the foundation for stories that connect, engage, and convert. 🔔 Follow Mike Hays for more content strategy insights ♻️ Share to help others transform their messaging

A compelling brand story can turn customers into loyal advocates - here's why it works 👇 Imagine a small coffee shop in a bustling city, run by a family passionate about sourcing the finest beans from sustainable farms. Every cup of coffee tells the story of the farmers who grew the beans, the journey across continents, and the meticulous roasting process that brings out unique flavors. Customers don't just come for the coffee; they come for the story behind it. This is the essence of brand storytelling - creating a narrative that resonates with your customers on an emotional level. Many brands struggle to connect with their audiences because they focus solely on product features and benefits. However, storytelling allows brands to communicate their values, mission and the human element behind their business. It transforms a simple transaction into a meaningful experience. HOW ITS DONE 1) Authenticity: Share real stories that reflect your brand's values and mission. → Patagonia's commitment to environmental sustainability is evident in their storytelling. They share stories about their efforts to protect natural habitats and support conservation projects that resonate with their environmentally conscious customers. 2) Relatability: Create stories your audience can relate to and see themselves in. → Dove's "Real Beauty" campaign features real women and their stories, challenging beauty stereotypes and making their brand more relatable and inclusive. 3) Emotion: Tap into emotions to create lasting impact. → TOMS Shoes shares stories of how its "One for One" model provides shoes, water and other necessities to people in need. These emotional stories highlight the positive impact of each purchase and foster a deeper connection to the brand. 4) Consistency: Maintain a consistent narrative across all channels. → Apple consistently tells the story of innovation and creativity, from their product launches to their marketing campaigns, reinforcing their brand identity and fostering loyalty among their customer base. 👊 Share your brand story by commenting below.

Watching the silent exodus of users from your product is nobody's definition of a good time. Often, it's because your most persuasive content is getting lost in noise. Science can help. Here's a fun one: #contrasteffects Every time people engage with your experience, they make judgments—often subconsciously—that shape the way they value and engage with your product. In one context, something you communicate may be perceived as remarkable. In the next, it may be completely and utterly inappreciable. Why? Because the brain doesn't perceive, interpret, and evaluate pieces of information in isolation. Noise often gets in the way. 🧠 Contrast effects refer to the psychological phenomenon where the perception and impact of something is influenced by its context or juxtaposition with something else. If my graphic wasn't persuasive enough and you have a few minutes, experience contrast effects in other ways: 💡 Turn off all the lights in your office and watch a once-ignored speck of light evolve into a beacon. 🎧 Jam out to your favorite song on YouTube. Then, play the "vocals only" version without the backbeats. Still your favorite? Or my favorite.... 🪣 Dip your hand in lukewarm water after it's been in ice—it feels like a sauna. After hot water? It feels arctic. You get where I'm going with this. The same principles apply to your experience. Here's a few ways to help you take advantage of contrast effects 📝: 1️⃣ Product Contrasts: This may sound like marketing 101, but trust me—it's overlooked. People will make snap judgments about your product based on their recent memories of similar ones. Similar screens and similar words will trigger similar thoughts. Don't just know your competitors' financials. Know how they use words and images throughout their experience to guide behavior—and if it's not working, design differently. Contrast yourself. 2️⃣ Visual Contrasts: Use contrasting colors, shapes, or screen positions to draw attention to specific elements or emphasize crucial messages or CTAs. How you combine elements critically matters for perception, as I highlighted in the graphic. 3️⃣ Temporal Contrasts: Experiment with dynamic adjustments in the pace of your content. Unexpected shifts in pace break monotony, unwanted habituation, and reawaken attention. 4️⃣ Narrative Contrasts: Use storytelling to contrast a problem or challenge with its solution. Frame the problem in a relatable narrative, then contrast it with an inspirational success story of how your product or strategy resolved the issue. This contrast can engage emotions and make the solution more memorable. An interesting read for this one: "Stories that Stick" by Hall (2019) Designing for contrast effects are some of the fun challenges we help clients with at Adapt Sciences. What are some other tips you can recommend? -C #Behavioralscience #patientengagement #healthcareinnovation #uxdesign

✋B2B marketing is drowning in feature lists while prospects crave connection! The reality? 77% of B2B buyers describe their latest purchase as complex or difficult. (iCrossing) ⚠️ This complexity triggers stress, anxiety, and fear of making the wrong decision. Meanwhile, most B2B marketers are still leading with product specs instead of human ❤️ stories. Surveys indicate that at least 56% of B2B purchase decisions are driven by emotion. (B2B International) 🤔...I'm actually surprised that percentage isn't MUCH higher. The solution according to Praveen Krishnamurthy and Entreprenuer Magazine? Strategic storytelling that transforms features into outcomes: 1. Start with a real customer protagonist facing a specific challenge 2. Show the transformation, not just the tool that enabled it 3. Include 2-3 compelling metrics that prove ROI 4. Add authentic quotes that reveal the human impact 5. Close with a clear next step for your prospect (I'll post the link to this article in the comments.👇🏻) 💡Companies using emotional messaging in their campaigns perform 7x better than those relying purely on rational appeals. ---> 7X BETTER. I'm not saying my team and I at Aaron Hassen (AH) Marketing have this perfected - it's a work in progress. But, the principles above certainly reflect our belief and intention when writing for a B2B audience. Question: What kind of messaging are you developing for your B2B audiences?

In my work as a growth advisor, I have a lot of conversations with Founders. Their most common question: “What’s the marketing secret to scaling my startup?” The answer isn’t really a secret: Develop high-converting messaging. That is, messaging that is compelling to your target audience and differentiated from alternatives in your category. Extra points for having personality. Of course, this is much easier said than done. There are TONS of messaging frameworks out there. Some are too academic and hard to put into action. Others are superficial and lead to generic messaging that doesn't land with anyone. After years of tinkering, I’ve come to rely on a proven six step framework that we use for our clients at Lantern: 1. Build a Customer Persona 2. Construct the Benefit Ladder  3. Develop the Brand Pyramid 4. Anticipate the Barriers 5. Test with Target Consumers 6. Launch & Iterate Today’s post will cover the first step and over the next few weeks, I’ll lay out the others in enough detail that you can put this framework into action for your business. Step 1: Build an In-Depth Customer Persona The most important thing to do when marketing a startup is to ground yourself in your customer. This goes beyond “we're targeting millennials.” Instead, paint a complete picture of who you are speaking to. This allows you to craft resonant messaging that speaks directly to your customers' needs and beliefs. Consider: • Basic demographics: Age, gender, location, and income level. Who is this person on paper?  • Motivations: Your customer’s pain points and desired outcomes. What problems do they want to solve? • Awareness journey: How they discover your product. Where is the friction and points of delight? • Perceptions: Your customers beliefs about your category. What opinions do they already have? • Decision process: Their path to purchase. How do they research? Who is involved in their decision to buy?  • Ideal experience: The best case user interaction with your product. How can you deliver their dream scenario? Here’s an example of how this work informs marketing strategy: Both Signos and Sequence are weight management startups, targeting women in their 30s and 40s who want to lose weight. Yet they have totally different consumer personas based on different core insights. The Signos insight: many consumers want to be in control of their journey and don’t believe in easy solutions. They want to put in the work — they just need guidance on how to make their weight loss efforts more successful.  The Sequence insight: another segment of consumers have tried everything to lose weight and have given up. They feel stuck. They need a significant push to restart their weight loss journey. These are two companies in the same category with totally different consumers. These insights led my team to devise totally different messaging for each company. What are some other pieces that traditional "target consumer" frameworks miss? 

I had the privilege to take the stage and discuss a topic that's becoming increasingly crucial in today's digital landscape: Trust. As AI continues to weave into the fabric of our daily lives, the rise of deep fakes and other manipulative technologies has blurred the lines between reality and fabrication. This is not just a tech issue—it's a broad market challenge that affects all of us, particularly in marketing and business leadership. The old playbook won't cut it anymore. We need to pivot towards creating authentic moments throughout the buyer journey, ensuring transparency and integrity are at the forefront of what we do. "Trust is a good business practice." This isn't just a saying; it's a mandate for our times. Creating authentic moments in the buyer journey is all about fostering genuine connections and transparency. Here are a few examples on how businesses and marketing leaders can implement this: Storytelling with Real Impact: Use real customer stories and case studies to highlight your solutions' impact. This isn't just about showcasing benefits, but also being upfront about the challenges and how your company worked to address them. Authentic storytelling can resonate deeply with potential buyers, making your brand more relatable and trustworthy. Behind-the-Scenes Content: Share behind-the-scenes content that shows how your solutions are made, your team in action, or the thought processes behind major decisions. This kind of transparency can build trust and give customers a sense of being part of your brand’s journey. Live Interactions: Host live Q&A sessions, webinars, or interactive events where potential and existing customers can engage directly with your team. These live interactions allow for real-time communication and can help clarify doubts, share insights, and personalize the experience. Customer-Centric Customization: Offer personalized experiences or products that cater to individual customer needs or preferences. When customers see that a brand is paying attention to their specific requirements, it enhances trust and loyalty. Responsive and Open Communication: Ensure your customer service is not only responsive but also genuinely helpful. Open lines of communication, like social media interactions and customer service chats that provide real solutions, can strengthen trust. Ethical Marketing: Use marketing techniques that are ethical and honest. Avoid overstating capabilities or benefits. Honest marketing will always resonate better with informed consumers who value integrity. How are you building trust in your business? #BusinessLeadership #MarketingInnovation #DigitalTrust #AI #Authenticity