It’s all about knowing where to find the stones.
A fool was sitting by a broad stream, brow furrowed in consternation. He needed to cross that stream, but he couldn't tell how deep the water might get and he didn't know how to swim.
Just then, a wise-looking man walked in front of him to the edge of the stream. The fool was amazed to see that the man didn't stop, but proceeded to walk on top of the water straight over to the other side. A short while later, another wise man came along, and he, too, strode right across the water to the far bank. A few moments passed, and a third wise man appeared and did the very same thing.
The fool thought to himself, "Well, it must not be so hard to cross that stream after all." The fool got up and walked into the stream. In seconds, he began to disappear below the surface, screaming and waving his arms as he sank.
One of the wise men watching from the other side said to his companions, "if only we’d known he wanted to cross, we could have told him where the stones were."
Looking to find the best way to move into the Boomer market?
We have some tools that can help. First, we’ll show you how to get past the Boomer myths that could be preventing you from making magic with this valuable audience. Next, our B.R.A.N.D. Process will help you uncover the internal and external elements—facts, emotions, archetypes, and symbols-that make your organization unique. Finally we'll work with you to craft a P.O.W.E.R. Story about your brand that gets your message out and helps you connect with Boomers.
Gen-Sights' B. R. A. N. D. Process
Uncovering the internal and external elements that make your brand unique and compelling.
Beginnings/Background: What’s the original vision for your organization and your current vision for the future?
Root: What’s the truth that makes you different from your competition?
Audience: Who are you talking to? What are they thinking and feeling?
Need: What is the emotional and rational “need” your business fulfills?
Dynamic: Who are you? What is your personality? What is your archetype? What is the source of your organization’s energy and power? How do your customers perceive you?
Creating Stories With P.O.W.E.R.
Successful marketing is about telling your story in a way that engages, informs, and inspires. To do this your story must be:
Perceptive: Start by taking the time to truly understand the needs, wants, values, and concerns of your target audience. Pay particular attention to their emotional needs and the barriers to fulfilling them. Then look at the ways your product or service can align what you’ve discovered. The insights you gain through this process can then be used to create a story that will resonate on a deep level with your target audience.
Ownable: Whether you’re marketing a product or a service, the story you create has to represent your brand truth. Everyone from the CEO to the customer service rep to the guy driving the delivery truck has to feel like they own that story and equally important, are living it. The most valuable information you can give your customers are stories that demonstrate your real passion for what you do and the way you really do it.
Win: Obviously, when the consumer buys your product, your business wins. But your brand story has to provide a win for the customer as well. Will your product make life better? Easier? More fulfilling? Tell of the win that the consumer will enjoy, courtesy of your product.
Emotional: Sure, the features and benefits of your product or service are important, but can you describe them in a way that touches your target in an emotional fashion? Forget the fact sheet; talk instead about the compelling idea behind your business.
Real: Forget fluff, hype, and non-essentials. People today are hungering for real, authentic experiences that are relevant to their lives or the lives of the people they care about—and buy things for.