If you are struggling to attract clients and get your voice heard in the noisy online world, here is an awesome case study I want you to consider for your business.
When it comes to standing out in their industry the guys at Toms got it covered. If you are not familiar, Toms is a shoe manufacturer, they create shoes for hipsters and beach aficionados like myself and they do it with a twist.
For each pair of shoes that you buy, Toms donates a pair to a child in need. Their entire marketing is developed around this hook and tells an emotional, feel good story that pulls on their customers’ heartstrings. And as if that was not enough their stores are neighborhood hangouts, I kid you not.
Toms here in Venice is a chilled out coffee house where you can come to meet friends, get some work done on your laptop in the patio while you sip an incredibly rich mocha latte made from Guatemalan beans and do a little shoe shopping on the side.
Recently they have upped the ante and added a virtual reality shopping experience. I have to admit, I was reluctant at first because I get a little dizzy with this headgear but it was AMAZING and genius marketing if I might add.
Inside the experience they bring their core message to life and tell the story of how Toms first came about as an interactive short film. They follow the founder on a trip to South America where he became aware of how many children did not have adequate shoes and were running around barefoot exposing their feet to broken glass and all kinds of other bad stuff lying around on the ground while playing in the streets or on the soccer field.
And so an idea was born: he would open up a business that makes eco-friendly shoes, sell them at a higher price point and with every purchase a child would get a pair of Toms for free. His target: millennials who are, you guessed it, into all things eco-chic and have a vital interest in supporting a great cause.
Inside the virtual reality experience YOU find yourself in the middle of the soccer field where the kids are playing with makeshift shoes and then you see them light up when the van arrives and they hand out a boatload of shoes, one pair for everybody. It’s such a feel good thing that it’s hard to leave the store without wanting to buy a pair.
Toms sets themselves apart from every other shoemaker by doing four things exceptionally well.
1.They tell an emotionally charged story
2.They have an amazing cause, unique in their industry (their WHY is to help children in need)
3.They have a quality product that people are willing to pay a premium price for because not only do they look good in Toms but it also makes them feel good because they support a great cause
4. and they provide an exceptional in-store experience
Here is how you can leverage this in your business as a coach or online entrepreneur.
1-Infuse your product or service with an emotional story that connects with your audience
If you look at today’s most successful internet marketers, coaches, facilitators and motivational speakers, each one of them tells a powerful story of what lead them to WHY they are doing what they are doing. The story is always told in very simple words and it achieves one thing. It makes them relatable to their audience. Use YOUR very own personal story to connect with your audience on an emotional level. When they know that you were once in the same place as they are right now and you pulled yourself out of it, they connect with you.
2-Look at the things that you do differently than everybody else and dial that up in your marketing message
The online world is crowded and noisy and in order for your audience to see YOU, you have to stand out to them. The best way to do it is by being authentic, finding your OWN voice and honing in on a point of differentiation.
What could that be? Well, in the case of Toms they have a unique WHY and they use it as the CAUSE to get the desired EFFECT. In other words, they have a great quality product that supports a powerful cause and by buying it their customers who have a desire to look hip but also to contribute in a meaningful way feel good not only about the purchase but also about helping a child in need.
3-Make sure your product or service gets your clients/customers the results they are seeking
Now I want to caveat this by saying that obviously everybody is responsible for their own success and failure. However, when you offer a service that states you are going to teach your client how to do x,… you must follow through on that. So if I were to tell somebody I’m going to teach you how to do your first ever webinar, I better know how to teach them the steps involved.
4-Lastly, provide an exceptional experience to all your clients
Here we are talking about the concept of INCREASE. You want to impress upon your clients that they have experienced an increase of some sorts by working with you, be that in knowledge or in dollars. Meaning by applying what they learned from you they are starting to get a different result in the life and/or their business.
This will not only get your repeat business but also referrals.
Try these four strategies and you bet you are going to see a difference in your business.
Much love,
Simona
Simona Ksoll is a brand marketing strategist and business mentor positioning coaches and entrepreneurs to stand out in a crowded marketplace. Follow her on Facebook and LinkedIn.