When asked to review a business’s growth opportunities – the following four are the most often missed and in need of attention.
They are, on average, likely to lead to the most
significant lifts in financial performance.
More revenue growth = more new buyers – yet they don’t know, understand or even trust your business – where to focus on winning more new buyers.
These four steps, according to a global ten-year study, are critical.
- Trustability – from the colours, language, strategy and engagement – trust is the basis of growth. You won’t be friends with someone you don’t trust – you won’t buy from a business you don’t trust – first. How do you lift trust in your brand quickly?
- Strategy – answer this question – If I am your ideal buyer – why should I only buy from your business rather than your competitors?
- Strategic narrative – are you framing your business – products and services within the frame of a story – a strategic narrative – When we move from advertising to telling a story – 22x lift in the business recall on average.
- Strategic Pitch – it’s your elevator pitch in a few words – why your ideal buyers should buy from you.
- Marketing – then re-start your marketing.
With a strategic narrative, simplicity wins.
But simple is hard, not just because it’s hard to boil things down.
Business leaders often start with
- Our offer is more complex than our competitors,
- more nuanced than XYZ,
A strategic narrative conveys why and how your offer makes more sense in your future client’s world.
You achieve this by defining a new game that the features let you play — a new approach to winning.
The frame of the strategic narrative is the same as the best-selling movies and books of all time.
Done well – based on quantitive and qualitative interviews with current and potential future buyers – it delivers significant clarity that differentiates and expands client growth.
Jeff Abrams is typical of many startups – an idea is born, sells an idea, gains scale, and differentiates along the way to grow faster.
From LA, Abrams had an idea: create a clothing brand that combined the casual style of Southern California with European design sensibilities.
- Rails – was born.
- Abrams initially invested $5,000 to kick off the business.
- Rails sell its clothes online and in other retailers across 30 countries.
- Rails now have eight stores across the US, UK, France, and the Netherlands.
But how did it all happen?
- Abrams initially made a small run of shirts, hats, and hoodies (30–50 units at a time) and sold them to stores.
- He would make a hat for $5, sell it to boutiques for $12, and they would retail it for $25,
- Make shirts for $7, sell them to boutiques for $16, and they would retail them for $38.
- He had little overhead costs – not having a team or an office
- No warehouse – his house was the warehouse. His spare bedroom was the warehouse.”
As the scale grows – so does the need to differentiate between telling your brand’s story that helps retailer buyers and their customers make better sense of why they should buy from your business.
Capturing more attention – engagement and selling more moves from hand-to-hand selling to a professional outfit.
The focus on the four steps above is critical – so say the best businesses of the 400,000 plus over ten years across 47 countries – it is the only way to grow faster than the market.
We accelerate communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more organic attention on multiple social media platforms – every day.
- They are seen and heard more,
- Engage more with their ideal buyers,
- Influence and Sell More.
Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.
We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results.
Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.
If you have read this far, thank you for your attention.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
