This article was based on the interview with Jon Davids from Influicity by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The origin story of a brand can create a powerful connection with customers. This origin story is often overlooked by brands, but it is a crucial element in building a strong bond with customers. By sharing the story of how a product or service came to be, brands can create a more personal and emotional connection with their audience.
Davids uses the example of selling pasta sauce in a grocery store to illustrate the power of an origin story. Instead of simply selling pasta sauce, sharing a story about growing up on a farm, making pasta sauce with a grandmother, and wanting to bring that experience to customers’ homes can make the product more meaningful and memorable. This personal touch can differentiate a brand from its competitors and create a lasting impression on customers.
Furthermore, the speaker provides a formula for crafting the perfect origin story, emphasizing the importance of authenticity and emotion in storytelling. By following this formula, even seemingly mundane products or services can be transformed into compelling narratives that resonate with customers.
In addition to the origin story, the Jon Davids also discusses the concept of enhancing product value perception to justify charging higher prices. By offering additional value and experiences to customers who are already loyal to the brand, businesses can increase their revenue and create a sense of exclusivity and prestige.
Overall, the interview underscores the power of storytelling in marketing and the importance of creating a strong emotional connection with customers. By leveraging the origin story and enhancing product value perception, brands can build trust, loyalty, and long-term relationships with their audience. In conclusion, turning attention into sales requires a strategic approach that focuses on creating a powerful brand movement, building faith in your brand, and inspiring action through storytelling. By implementing these strategies, businesses can maximize revenue from every interaction and create a sustainable growth trajectory for their brand.
