I came across this video from Strava, which does a good job expressing their brand message.
They don’t push you the product. They sell you an identity.
They don’t try to appeal to everyone. They speak the language of athletes.
Pay attention to the last few seconds of the video.
It’s a cyclist taking a break. Wiping his nose.
As an avid cyclist, I couldn’t help but smile.
That’s the insider handshake.
After you hammer out a 20-minute all-out climb, you drool. (Uncontrollably.)
After you decent down a big bad mountain in the wind, your nose drips.
That’s how Strava tells us — you’re a serious athlete. We’re in it together. We’re your brand.
What about you? What’s your secret handshake with your people? How would you use it in your content?
Ling Wong :: Intuitive Brainiac | Creativity Mentor | Copywriting Alchemist. Author of Copywriting Alchemy: Secrets to Turning a Powerful Personal Brand Into Content that Sells.
Through her unique blend of marketing coaching, Content Experience Design and copywriting process, she helps the maverick-preneurs uncover, articulate & transform their WHY into content that connects, resonates and converts — by way of an intuitive yet rigorous iterative process born out of her Harvard Design School training and 15 years experience in the online marketing industry.
Ling is Inbound Marketing, Content Marketing, and Email Marketing certified. Through her writing engagements with various SaaS and marketing companies with the goals of driving organic traffic, building readership and increasing conversion, she’s well-versed in topics including online marketing, content marketing, eCommerce, conversion, UX, social media marketing, and more.
She helps coaches, consultants, service professionals, solopreneurs and small businesses apply these best practices to their specific business models and circumstances.
Ling is an avid cyclist with OCD (obsessive climbing disorder,) runner and chocoholic.
Join her upcoming Content Marketing in Plain English webinar series here.
This post was first published on business-soulwork.com