Spice Up Your Business with Lifestyle Content

Does your brand feel a little stale online? Maybe a bit too corporate… with too much work and not enough play?

Spicing up your business with some lifestyle content is a great way to connect with your ideal customer on a deeper level. Creating that holistic brand experience invites your customers to go on a journey with you as you educate and create community.

Lifestyle content done right can help you stand out in your market, increase client trust in your business, and help your ideal customer see themselves more clearly in your product or service.

 

 

Your customers are not one-dimensional beings. They may very well be obsessed with your product or service, but they’re likely into other things, too. In fact, y’all probably have many interests in common that relate to your brand!

Now, I’m assuming that you know your ideal client really well here, so if you’re still struggling with what their typical day looks like or who they really are, please go sign up for the Focused Brand Challenge and jump into the Focused Target Market section (accessible immediately with the Total Access upgrade).

To start sprinkling in lifestyle content inspired by your ideal customer’s interests, you’ll first need to make a list of related interests.

These are things your ideal customer is interested in that are one step removed from what you sell. Let’s say you’re a wedding photographer. Your customers are likely also interested in things related to wedding planning, setting up a home, and even adjusting to their future role as husband or wife.

To create an even more robust list of related interests, look at your current and recent customers’ history on Pinterest. Check out who they’re following on Instagram. Explore their recently liked Facebook Pages.


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Tie up the loose ends of your brand so you can prove your value and attract more customers. Sign up and get started today!


Once you get a healthy list, go through and circle the topics that are shared interests of yours and that suit your brand. You can start creating content around those topics on your social media accounts (and maybe even your blog). Sharing content related to your customers’ lifestyle will create a fuller brand experience for them throughout your relationship.

As you gain a deeper understanding of your target audience’s interests, hopes, and desires, you can start creating content that helps them see themselves in your brand.

Truly inspirational content inspires your ideal customer and shows them how your offerings (the products and services you sell) can help solve their problems.

Do you have some amazing customer stories? You know, the ones where they reach their goals because of your offerings in some really concrete ways… and they can’t stop raving about it? Pin that customer down and turn their testimonial into a more detailed case study that shows a step-by-step of how your business helped them get where they wanted to be… and beyond! Be sure to create different forms of content from these case studies that help your ideal customer see themselves in your past customers’ experiences. It will show them that they can expect the same results!

Posting shout-outs is a great way to build your community while also helping your audience see themselves in the people who inspire you. There are several ways you go about doing this. One way is to shout-out brands who just get it. For example, let’s say you’re a sales page copywriter. You can create content that highlights what you love about the sales pages of various movers and shakers in whatever industries you choose. When your ideal client reads YOUR take on why these examples are noteworthy, they’ll see two things: your expertise and the results they could get if they invested in the type of offering you’re promoting.

You can also shout-out other products or professionals in related industries. Look for people who your client aspires to be like within that list of related interests. To return to the example of a wedding photographer… you could shout-out calligraphers you admire and explain how their work helps create a memorable wedding experience. Now your clients see you as an expert on crafting a beautiful event and as someone who understands their deeper interests and needs. Who knows, they may even end up hiring someone you give a little hat tip to!

Another way you can create shout-out style lifestyle content is to share your own story. Our copywriter might share their own struggle to write the first short story they ever published. It’s likely your entrepreneurial audience will relate to the hard work it takes to create something of value and the fear of putting it out here! When you give your audience a peek into your own obstacles and successes, they can begin to see themselves as part of something bigger… as a part of your community and your brand!

Spicing up your business with lifestyle content is a great way to share a unique spin on how your particular expertise relates to your customer more holistically. So start thinking through how you can give your audience more of that magical blend of what they’re interested in and who you are!


Join the FREE 30 Day Focused Brand Challenge:

Tie up the loose ends of your brand so you can prove your value and attract more customers. Sign up and get started today!


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How You Know It’s Time to Upgrade Your Brand

Have you ever found yourself hesitant to go after an opportunity or put something new out for your audience because of that nagging little feeling that all your ducks aren’t in a row? That something’s just a little bit off inside your business? It’s a big enough problem that you’re afraid to waste the chance for more exposure… maybe you’re even afraid to start blogging or sharing your new product on social media. You’re waiting for everything to feel just right before emailing those ideal clients you’re dying to work with….

That is NOT a good situation to be in as a business owner. And yeah, I know how it feels – kind of like you’re trapped, watching everyone else get the recognition, clients, and sales that you want so badly.

 

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Sometimes we just have to get over ourselves and repeat “done is better than perfect” each morning. But other times that disconnect we feel is real. That’s what we’re going to dig into today – how to know when it’s time to upgrade your brand.

What does upgrading your brand really mean? Well, there are different levels of revamping things. The most intense is to do a rebrand, which is the direction you would go in if your audience has drastically changed or you’re switching your business direction completely. But today we’re going to stick to upgrading your brand, which I like to think of as re-approaching certain elements of your band that need a bit of a refresh.

You’ll know your brand needs an upgrade when you feel growing pains or resistance to visibility.

When you started your business, you likely made baby steps with your brand. Maybe you got a recent design school graduate to do your logo and you DIY’d a website. Your business has grown since then, though, and so you’re feeling the disconnect between how you present your brand and the type of customers you want to attract.

Your branding is going to feel off when:

  • You’re not reaching the right customer
  • You’re not reaching ANY customers
  • You don’t feel like yourself whenever you’ve got your business owner hat on
  • Doing any kind of marketing feels yucky or pointless
  • You need to raise your prices
  • Your brand’s visual identity is dated
  • Your brand’s visual identity is no longer suited to your business

If this disconnect is strong enough, you might even be avoiding contact with your dream clients. Maybe you’re considering turning down a chance to guest post on a really great blog or be a podcast guest because you feel like you’ll waste the opportunity for visibility by presenting something that doesn’t feel like you.

Upgrading your brand starts with identifying the area that needs the most attention.

The parts of your brand that often need extra attention as you grow are:

  • Your brand platform
  • Your brand visuals
  • Your website
  • Your products or services
  • Your copywriting and written content

Each of these areas should be carefully crafted to attract the person you’re actually in business to help and to serve. So let’s dig deeper into each of these elements to explore how you might upgrade and refresh them when those growing pains start holding you back.


Join the FREE 30 Day Focused Brand Challenge:

Tie up the loose ends of your brand so you can prove your value and attract more customers. Sign up and get started today!


Your brand platform no longer connects with your ideal client.

Oof. This is probably the single biggest reason to upgrade your brand. Your brand platform is what you stand for and how that gets expressed through words and visuals. It’s how you talk about your ideal customer and even how you talk about yourself. If you’re attracting the wrong customer (or no customers) then there might be a disconnect between the purpose behind your brand and the audience you want to attract.

Your brand visuals feel off.

If your logo, graphics, or photos don’t create a strong connection between your brand and your ideal customers you could be leaving money on the table. Let’s say you want to charge premium prices but the leads you’re getting are always trying to negotiate you down. This very well could be because your brand visuals are outdated, too DIY, or don’t relate strongly enough to your brand platform. Another pitfall? If your brand visuals are all about you without enough consideration for what would attract your ideal customer. You’ve got to find the sweet spot between visuals that fit your view of your brand AND ALSO fit what your ideal customer is attracted to.

You have website shame.

You may need someone to upgrade you if website shame is holding you back from really blowing it up. If you can identify what it is about your website that makes you too embarrassed to link to it anywhere and everywhere, you can start to do something about it. You want your website to be a strong part of your customer’s experience with your brand. If they land on your site and buy from your (or book a discovery call, for example) but what they thought you were all about online doesn’t translate to the real world… well, let’s just say that does NOT strengthen your know, like, and trust factor.

Your products and services don’t suit your ideal customer anymore.

Maybe you saw early success with what you offered but lately you haven’t been seeing any real traction. Maybe you raised your prices but now the dollar sign on those old offerings doesn’t seem to attract your people anymore. Perhaps you WANT to raise your rates but can’t figure out how to do that without adding value somewhere. In this case, you need to upgrade your brand’s offerings by packaging your services up in a new way, adding more value, and repositioning your products in a stronger way to reflect the customer best suited for it.

Your words just feel all wrong.

The copy on your About page. Each and every blog post. Your weekly newsletter. Your sales page copy. Those pesky Instagram captions. All of the words you use to express your brand should connect with your target audience. When those words you spend so much time on are completely ineffectual, it can be really demoralizing, right? To fix your brand voice, you can hire a copywriter or rewrite those key parts of your brand presence by stepping outside of yourself a bit. I have an exercise on how to do that when writing your brand story inside the free Focused Brand Challenge course.


Join the FREE 30 Day Focused Brand Challenge:

Tie up the loose ends of your brand so you can prove your value and attract more customers. Sign up and get started today!


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