![]() ![]() ![]() When customers sense you have a strong track record, they trust you. #MY STORY BRAND COM HOW TO#Then, the company created a campaign featuring specific problems Los Angelenos faced-like wanting an açai bowl but not knowing how to pronounce it-followed by the words “we get it,” showing compassion by implying Postmates understood the customer and would fetch the product for them.) Mentor Quality #2: Competenceĭemonstrate your brand’s competence as a mentor by showing that you’ve mentored others before, asserts Miller. Postmates learned as much as possible about its customers and where they lived by tracking ordering trends across LA’s neighborhoods over time. For example, delivery service Postmates’ 2018 campaign in Los Angeles began with thorough market research. (Shortform note: To effectively position themselves as a compassionate mentor, brands need to put in the work necessary to understand their customers. This compassion encourages trust in your brand. Then, communicate to them that you want to help. Your brand can earn this trust by displaying two qualities: Mentor Quality #1: Compassionīe compassionate by showing that you understand your customer’s problem-and even that you have the same problem, writes Miller. What’s more, they can use their connections to grow the mentee’s network or simply boost their confidence.)īefore a brand-mentor can help a customer, it must earn the customer’s trust: Trust encourages a customer to further engage with the brand, writes Miller. Mentors greatly increase the chances of the mentee’s success by contributing valuable knowledge and experience that could take the mentee years to acquire on their own. (Shortform note: Even outside of stories, humans love having mentors who do the same things Miller’s story mentors do in Part 3. ![]()
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