Reinventing Your Brand

 

 

Sun, 8/16 6:33PM • 39:14

 

SPEAKERS

Julio, Kristine

 

Julio 

So, Christine, why don't you tell the audience a little bit about yourself?  

Kristine 

So my name is Kristine and I grew up and the Minneapolis St. Paul area and moved to college up in Duluth, Minnesota. We call it the tundra because we're about four hours away from Canada. And, yeah, so went to college here and got a corporate job and was loving it. And I'm the kind of person that I'm just a go-getter, right? Like I never want. And I'm always trying to achieve achieve achieve.

And so when I got into my corporate job, when they wouldn't promote me, I would figure out a way to promote myself, right? They say, every three years, you should give yourself a raise. And so that was the motto I went by. I wasn't, if it wasn't an opportunity, I would create that opportunity.

So, for example, when there wasn't a position available, I said, Okay, well then I guess I'm going back to school. And so I went and got my MBA in Miami. Ma Ma. From there, I took another position because it had been a couple of years. And I said, Okay, it's time to make a little bit more money. And I wasn't done with school yet. Sure. And so I worked my way up the corporate ladder. And again, when I graduated, they wouldn't promote me. So I took another position in the company, and it was a conglomerate, a billion-dollar company. So there are lots of levels you could play with and different.

So I took this position as a marketing manager. And it was great. I loved my job, and all of a sudden, everything I was at the top of my game, everything was going great. And boom, just like that the rug got pulled out from underneath me. And here I am laid off going like what the hell just happened?

I'm sure I'm not the only one who's listening. had that has been through something like this where you work so hard, and you want something so bad, and you don't even realize what just happened to me, right?

 

Julio 

Yeah.

 

Kristine 

So that was a big learning curve. And all throughout my corporate career, it was to have a growth mindset figure out a way to capitalize on these opportunities and learn from them. And so that's what I did. I was down in the dumps for a little while, understandably, a party for myself. 

And then and then I decided, I'm done. I'm going to take fate into my own hands, I'm going to start my own business. I already know how to work. You know, I was working with VPS, I was working with a billion-dollar company, I can do this for small business, I can help them grow their businesses from the ground up.

So I created reinvent your hustle. And in doing so I decided I want to consult I want to help small businesses figure out not only how to how to build their business, like DIY at a fast pace, but also how to how to connect with their customers, right.

And so, a lot of the things that I focus on are obviously business building strategic planning, but I focus I'm building that emotional brand message so that my clients can connect with our customers. That's what's really important to me. And obviously important to them.

 

Julio 

So actually, I wanted to ask you about that real quick before we actually really kind of get into the gist of the podcast, which is about establishing that emotional connection and figuring out how you can do that.

You mentioned working with big businesses and how with your growth mindset, you decided to work with small businesses and kind of do the reinvent your hustle and start your own entrepreneurship journey.

But when it comes to that, what have you found so far? is the difference between working with big businesses and small businesses? Or is there a difference when it comes to building that brand strategy and all that?

 

Kristine 

Absolutely. So the difference between working that I have found especially starting out because when you transition from corporate to small business You have to understand that your business acumen may be the same, maybe a little bit quite a down.

Your language needs to change a little bit. So that was the first mistake that I made, right? We all make big mistakes and realize coming from the corporate conversation going into a small business, you really have to relate to the customer based on what they know, not necessarily what you know.

And so the learning was going into a small business, and having a conversation with someone and talking about their current state. I'm using my technical terminology and realizing that I needed to, for lack of a better word dumbed down to a point where I wasn't coming in telling them the things that were wrong in their business.

I was telling them the opportunities, not that they were doing anything wrong because I was used to being in a big corporate company where we were always fixing things right. Until you, these are the gaps in your process to now talking to a small business owner, and instead of phrasing it in that way, saying, here's a couple of opportunities you could take a look at to make more money, right?

You're simplifying the language, and I'm dumbing it down in a way that makes them still feel good about what they're doing right now. But looking at those opportunities in a different way.

 

Julio 

I think that's actually really important because I think that's taken us sometimes even to understand ourselves, because, again, I was the same way right?

I came from a corporate background. I've had a lot of success in that and then when we moved over here to Hawaii, I decided I want to try to do my own things, how I can spend more time with my son and have more free time and you know, the whole entrepreneur life laptop lifestyle type journey, right?

We did and the idea of tone is so huge because one of the first webinars we tried to host we basically I basically went that route like I was I'm still so used to that kind of corporate, no BS, just like get it done. My mindset that I was, I was pretty much the entire webinar telling everyone how everything they learned is stupid and incorrect. And if they're doing it, they're wasting their time. And that's obviously not the way people like to eat necessarily spoken to.

I mean, there might be some small group that was like, Okay, great, but the vast majority are about that emotional connection. They don't want to feel like they wasted their time. They don't you know, like, like, you were just saying, it's about saying, Hey, here's some new opportunities for growth. You know, maybe what you did before is working. But maybe this couldn't work better. You know, something, something along the way, we elevate it.

 

Kristine 

Exactly. Yeah, I call it text speak. And this happens in small business as well as in large business, right, you have this text speak, when in reality, the most successful people are those that can take this really complex topic, and they can break it down into its most simplistic form, and explain it to the customer and even now like I'm working with clients and coaches and I say you have this text speak in this industry jargon, you need to break it down into language that your customer can understand. Do that that's when you become successful. So I totally get where you're going with that. Yeah,

 

Julio 

I think generally, even with ads and stuff, you just, you tend to assume that people know more than they know. Right? And that's something that I think is a problem anytime, especially with b2b right? When you're trying to establish your audience, and they're another business, it's hard, I think, to assume that they don't know what you know, or they don't know the intricacies that you may know, like with Facebook ads, or whatever the case is.

 

Kristine 

And you want to give them the benefit of the doubt. Right, right. So you're trying to play both sides and you want to make sure that you're not offending anyone, but at the same point in time, you want to elevate your speech so that they know that you're educated and you know what you're talking about so you can sell your business or yourself or whatever you're trying to do. Sure. I've been there.

 

Julio 

So when it comes to, because as you said, the small business itself is a lot more about emotional connection and really establishing that. What are some of the struggles you see small businesses having when it comes to connecting with their audiences in that way?

 

Kristine 

So a lot of what I work with my clients on is, first of all, is clarity. So you need to be very, very clear as a small business owner of what you're trying to do, what is the objective, not just what you're trying to sell in the benefits and features, right? Everybody knows what features and benefits that they have to sell, right? What are the problems that you're trying to solve? And so I teach my clients, I say, Okay, let's look at the problems that you're solving. And I take three different I say, what are the three problems you're trying to solve?

So let me give you a couple of examples. Let's say you're a health coach, and the problems that you're trying to solve Are you want to provide you're working with moms and so you want to provide easy meal plans, that might be one problem you're solving, you want to provide a 30-minute fitness routine for the working mom so she can fit in your schedule.

And maybe you also solve, making sure she gets the self-care she needs, right, you're taking the three different problems that you solve in your business as a health coach. And then what we do is we actually break those down into internal problems and external problems. So these are the struggles that the customer is having. So let me break that down even further for you. So we talked about the health coach, and we talked about these problems that she's solving. Now let's take it a step further.

What is that person feeling on the order the customer, the customers, the external feeling is something that's more tangible, his mom, she's probably struggling with being overweight. And that's something that most people can understand.

 

Julio 

Sure

 

Kristine 

Where we really dig into it and That emotional connection is when we start digging into their internal struggles. So that woman, she may be struggling with being overweight. But we create a message that speaks to her being depressed because she can't wear her favorite outfit. And she's feeling bad about herself and not wanting to even look in the mirror go out and targeting those emotions and those fear-based struggles that that person is dealing with internally.

And when you start flipping the script and start talking about internal versus external struggles, that's when you start to build that emotional connection with your customer. Because they can relate to that they can understand that they're feeling that. So that's kind of that's how I work with my clients

. So yeah. Let me go through one more example and maybe the sure hope. So let's take someone who's an SEO expert. Okay. Based on the problems that they solve, so this SEO expert, they're probably working with the customer who's struggling with keywords. Right? Right. Right. They're working with a person not knowing exactly how to get traffic to their website, or building blog posts that convert, right.

So those are the problems that they're dealing with. And then what we talk about, okay, how do we convert those into external and internal examples? So my external struggle as the customer is that I'm struggling to get visitors to my website and grow my following, right. That's why I'm looking for this person to solve my problem.

But internally, I have a fear that I'm spending so much time on this website, because I'm worried and I'm worried that people aren't gonna find me, and I'm gonna, I'm worried that I'm wasting my time. So a lot of people can relate to that internal struggle, especially if you're an entrepreneur right? So it's really pulling up the heartstrings. How do you pull at the heartstrings, and that's when I work with my customers on emotional messaging, it's really targeting those internal struggles.

 

Julio 

There are actually two points I kind of want to make with that too. The first being, whenever we do like, what we call brand deep dive, so like Brandon calls and trying to kind of grab that emotional connection with smaller businesses. I think one thing that we find that people struggle with is allowing themselves to be vulnerable. There's a lot of stories and some of them are totally understandable, right, like, I mean, I know we all have our own trauma.

So to some, you know, let's say they have a strong anti-bullying campaign and for them, the fact that they were bullied in school is like the height of their trauma, so they don't want to talk about that others might have been what let's just say generally, as a public we would consider being even more traumatic and they face sexual assault or something.

To them, that's the peak of their trauma and so they don't feel comforted. We'll talk about that, you know, and so it's hard for me to sometimes, like, of course, I want to be empathetic. But I think there are some things that now of course, if it's not relevant, like, you know, there's no reason necessarily to bring it up.

But if you have a program that is, let's say, you give half your proceeds your income or whatever, profits per se, to a sexual assault, charity, right, that they try to help with victims and whatnot. I think it is important to at least give people that an understanding of why you donate to these charities and why it's important to you, and it's hard for some people to be willing to connect on that level.

And what I would be curious to see what you have you ever face something like that? And if so, not the assault, but the dealing with a client. But have you ever faced something like that and if so, how Do you go about, I guess trying to necessarily convince them but trying to get them to understand that their story should be shared with the world?

 

Kristine 

Oh, I was dealing with a client not so long ago. And actually, these two gentlemen, one was an investor. And then the other one was the face of the company. And I tried explaining to them what a brand's story is and why it's so important. And really, I started talking about these internal and excellent internal struggles, their customer's problems, and it didn't come as easy to them. And so I think, first of all, it's the format because a lot of what I do is digital.

So I'll send off something to a client and they look at it and you have to do a lot of internal self-reflection. Right. And what I find with that is it doesn't work with everyone. everybody learns and works differently and some of the clients that I work with this particular client needed me to be there to get up in front of them with a whiteboard behind me and be able to put it all out there and ask them specific questions face to face so that I could pull. Okay, tell me a little bit more about that give me a little bit more color on that. So that they could feel comfortable like they're in a safe space.

But then they also have someone that's building that narrative for them, and really curating the path in which they're going in. Some people just need different formats. And you have to feel out your client and your customer. Because if you're just sending them something digital, because you run a digital course, that's great, but that may not be what they need. And so that's why I love the one on one connection with clients is because I can truly understand what they need by just having a conversation and being authentic and real and going back and forth. Right. Yeah.

 

Julio 

Yeah. to kind of add to that even Have you ever seen the show, Frasier?

 

Kristine 

Oh gosh, yeah.

 

Julio 

I love it. I'm a fanboy Frasier, even though it's like super old. I think it's one of those things that like I always tell my, my, my mom had in the background it was that and like the Golden Girls. So like anytime I see them I like naturally watch it because it's like some sort of weird reminiscence of my childhood.

So I was watching Frasier, this was, you know, probably years ago at this point. And one thing I thought was impactful that I actually use sort of with our own branding students or clients, I should say, there's one episode in particular, where he's trying to he gets this lifetime achievement award.

And he is really struggling internally with like, what that means for him and his career and all these things. And he goes to a professor that he looks up to, and the professor is like, really, initially, it's like, very sweet and kind. They just like oh yeah, it's no big deal. It's just a lifetime. Achieve. And then of course, as the show progresses, it's like more and more of a big deal. And it shows the professor like really hounding him on these questions, but like asking the questions like, back to back and asking a lot of like, why questions so he's making, he's making Frasier talk to himself.

And every time he tries to make like a joke, or like, dance around a topic, he's just like, you know, get to the root of the problem. And you know, Fraser says something else he's like, that's not the root gets to the root of the problem.

And it keeps, like just hounding him until Frasier has this like, big moment, and I don't know why, but it always gives me goosebumps when I see it. And he says, like, because he's a talk show hosts, you know, in the show, and he says, you know, a caller, I can't help you, and he's talking to himself and his big revelation is that he doesn't have an answer for this, and it's just going to suck and it hurts and he is going to have to internally struggle with us, you know.

And I, I actually, just recently I did that with a client where I did something very similar to where I was I was just like, because I think some people really need that slow and steady, you know, pull, and then others. I don't know if it's just a different style, I'm assuming, you know, but it's, I really try to push it like that really fast pace of like, why? Who would care? Why do you want to do that? And eventually, by making them reply back as quickly as they can, it's kind of like, what's the first thing that pops into your mind? It has started to develop that, like, Why do your clients care and we started establishing pain points and what their number one pain was, what their number two pain was. And then from there, we can kind of figure out how to, you know, use these pain points through an email series to have a better connection and understand your audience better and kind of build an avatar that way.

 

Kristine 

Yeah, I've done that too. I love that method. And I love it because you can actually see them on the other side. You can see it clicking, and they're responding with intuition rather than thinking about it and giving it to you. response. Sometimes going back to what we talked about, you have to dumb down your language in a way that is, this is exactly what was came to mind. I don't need to think of a more educated slogan or response, this is how I'm feeling, or this is what I think. And this is what the point is, etc.

 

Julio 

Exactly. I think a lot of times we get in our own heads, and we think that it's harder than it really is kind of like writing a book, right? Like, if you just, I kind of laugh sometimes when I read some of these things where they talk about, like, just go into a quiet corner room and figure out your customer avatar through my worksheet.

And it's like, to some people that might actually work and other people like myself, I can't get in that frame of mind. Like I have to be forced into that frame of mind in order to actually do it like the same thing with a podcast. Like I always feel every podcast I feel like I'm gonna fail completely. Like I'm not gonna have anything to say, and that you know, it's going to be a shit show for lack of better word.

And yet every podcast is fine, then it's because I, I get eventually into the flow of things, I start to ask questions, I start to be curious instead of worrying about like, what am I going to look like? Or how am I going to come off? Or, you know, should the camera be angled differently? Or you know, etc. Right. So yeah, so I want to talk about one more thing when you talked about using those pain points and use the one as losing weight and example, and you talked about how, you know, maybe he or she doesn't fit into their clothes. And by the way, I could totally resonate with that because with frickin quarantine, like all my shirt I in places, they shouldn't be tight, and I'm just kidding.

But I think there are two ways to go about it. There. And there's actually there's another way I've seen that I don't like and so the first way is to go from negative to positive, ie. You don't feel confident in yourself, your T-shirts are too snug, and then the positive being like we can make you feel amazing again, buy our slimming tea or you know, whatever it is right?

Or you go positive to positive, which is like, not really about themselves internally, but like, Don't you want to have more energy with your kids, like, you know, like, where it's not really about like them feeling bad, it's more how it can generally enhance their life and then you go positive IE, you know, RT provides so much more energy for you.

But what I've seen sometimes in ads and stuff, I don't think works is when they go positive to negative. And so they go, don't you want to have more energy for your kids? And then their ad goes like, by the way, don't you feel really crappy wearing your T-shirt all air, you know that your T-shirts are so snug. I've actually seen we've, we've run ad campaigns like that before. And those have actually diminished our return substantially.

Like I don't know if it's a disconnect psychologically or something. And so I was just wondering, I guess basically, what's your thoughts about that? Like, have you ever categorized it like that? And if so, you know

 

Kristine 

That's a really great question. So what I have found is that a lot of the clients that I work with, they probably have not thought about it in this way. And so they can build their messaging and curate their content strategy.

However they please, right, let's say it's built on their brand voice. So depending on that client, and how they want to appear to the customer, that's how they're going to frame their messaging. But what's important to me as they need to know their clients struggle down to the root of what they're struggling with.

And so a struggle equates to something negative, they have a problem, you have to fix it. And so for me, a lot of clients, they don't get down to the root of like, what's going on in their head, like what are the feelings and emotions that they're having? And then from there, you can curate a conversation off of it.

Now, whether you want to start with the positive and then lead into a negative, which you had already said, you know, you haven't seen positive results from that, or you want to start with the negative and then leading to the solution that you can provide. I think what's really important is you need to know how your customers feeling.

And then you can frame your conversation whether you're, whether you're going from starting a conversation on social media and then leading into a particular offer that you have, or you're developing an ad campaign, you need to know number one, how your customers feeling and then decide, okay, it's my brand voice humorous, is my brand voice witty? You know, how do I want to frame this conversation?

And so that's what I'm trying to get at is really get to the root of how your customers feeling. And then from there, based on those internal struggles, you can start to frame out whether you want to use that external struggle, or you want to use you know, looking at, okay, these are the problems that my customers have and these are the solutions that provide a new lead with the solution that's up to you as a client, I help you look at the options, understand your client, and then you can curate your content strategy. 

 

Julio 

So basically your idea is that you're going to, you're forcing people to dig really deep into the problems that they can solve for their clients, regardless of the positive or negative or internal external. And then it's up to them to develop the actual strategy behind it on how they're going to frame it whenever they're going to almost like a funnel, right? Like, how are they going to present their first problem? So that way, they get the most amount of people that have that issue to click and then walk them through the marketing funnel. 

 

Kristine 

I'll walk them through. So from an awareness perspective, how should you be speaking with their customer, you know, and I think what's important here is I teach them how to fish. That's what I do with clients. I don't actually implement it for them. So I teach them how to do that, but I think What's important is that they need to know, they need to understand their customer. So when you were talking about sitting there and filling out a worksheet, right, it's really important for me for them to do self-awareness. Like they have to dig into what they know and what they don't know. And so that's why I ask all these questions. And my program, I work through it in a group format. So we have a Facebook group, and then we get on a call, and then when they start talking about this many issues they're having, like, I can't sit there and do it on a worksheet and need someone to pull it out of me. That's where that's the type of format that we would do

 

Julio 

it in. Okay, okay. So whenever you get somebody, so whenever you're trying to get the brand message, go, let's say somebody wants to get a better understanding, what are some maybe some actual things that like our listeners can, can do in order to try to get to that before? Yes.

 

Kristine 

Yes, that's an awesome question. And this is one thing that I absolutely love. So my big thing is you need clarity on your brand message, right. And so in order to get clear, you need to understand your point of view. So one of the things, one of the exercises that we work through, is I want them to create a rant. I want them to pretend like you and I are sitting at the bar. We're having a cocktail, and I'm talking about my industry, and I'm telling them everything that I see wrong with it, and what can I do? What can I do better? How can I provide a better solution? And so they'll go through the rant and the point of that, and really, really, it's because people are unsure of how they truly feel. And all the time I come across clients that oh, you know that the same old health coach or the same old photographer, and it's like, what makes you different, what makes you different? And ultimately, what makes you unique, and what makes you different? Is your point of view. Shall we dig into point of view from doing a brand to really getting clear on their unfair advantage to deciphering What do they really believe in? What do they want? What is not just the solution that their product provides? But what is the ultimate goal that they want for their customer? If my customer walks away from me, what do I want them to say from a testimonial perspective? So we dig into all these different pieces. So if you're listening right now, a couple of things you can do, take 10 minutes, not even take five minutes and just write down how you truly feel about your industry. And what you want to do differently. What's going to differentiate you get clear on your unfair advantage and unfair advantage, if you haven't heard of it before, is really it's something that can't be copied. It's something that someone else can go to school and graduate with the same thing that you graduated with. They can work in a particular industry. They can copy everything that you have on your website, but they never We're going to be you because they weren't raised the same as you. They haven't had the same life experiences as you should. You're curated in a unique way. And so how do you use those to your advantage with your customers? And so it's really understanding what makes you different. And then you can start to curate your brand message off of it. Mm-hmm.

 

Julio 

Yeah, I think. Yeah, I think that's something that's incredible for people to really grasp because it's something I think a lot of people struggle with where they see this, it's the internet, right? So I mean, no matter almost whatever you do, there's always competition. There are always people out there that do what you do, generally how you do it.

But there's that. And it's the same thing we say is that you the thing that's unique about you every time besides some proprietary thing that your product does, is you and the fact that you know people like you, right, you have friends you have a family of people that love you.

So like you want to establish that connection with people so they can whether it's Instagram followers or whatever so that way they can also basically fall in love with you you know like they that you want not everyone is meant to like you I think this is something I heard a while back where it's they said, Man, I try I'm gonna probably butcher this but it's something along the lines of not everyone likes every horror movie but there's something to be said about being a cult classic you know and it's like somebody was just like be your own cult classic so in other words like not everyone likes the horror rocker Rocky Horror Picture Show, right?

But like, yet the people that do will buy all the merch and they're gonna they just love it right? They're like, they're not just fans are like raving, hysterical fans of this particular thing. And no matter what they're always going to go go to bat for they want it shown all the time. They're always going to you know, watch it five times. The year even if it's not near Halloween, like, you know, they go out of their way for it.

 

Kristine 

And that's you make such a great point there, right? Because what's so important is you do have to niche down, everyone thinks you can't be everything to everyone, right? And when you try to do that no one comes to you. So you have to niche down. And by getting really clear on what your point of view is, and who you want to work with, and really digging into that target customer.

That's when you're going to win. That's when you're going to differentiate. And you may feel like you're excluding an entire audience what you are, but I think I think it was Tim Ferriss that said, I would rather have 1000 raving fans than 100,000 people that kind of like me. Yeah. Because those thousand people are going to gravitate to you. They're gonna love you. They're gonna want to like they're really want to work with you. I mean, that's what it's all about. Right? I know.

How much money you're gonna make off? 1000 people? Let's even bring it down to 100 people, let's be real. Sure. Oh, Nisha, and people if you have our nation already, it's time to the nation.

 

Julio 

All right, 100% agree. I think, you know, what's a really good example. And it's something I use all the time for myself is I asked myself and some it's gonna sound kind of weird, maybe. But I asked myself, like, what would a comedian do? Because comedians, like, their entire job is like self-branding.

And they have to get a laugh and then they have to establish followership in order to sell out and because they're not selling arenas, or, you know, cowboys or something, but they're selling to a room of 200 people, but you know, what that room of 200 people is what's allowing, even after all the cuts for you know, the show, and producers and all that stuff.

Those 200 people are the reason why they're able to afford a Porsche and live in you know, Beverly Hills and you know, all these other things like they don't need everyone to like them, but they just need people who love them and every city and it doesn't need to be the whole city of you know, 1.6 million people or whatever. It just needs to be 200 people to sell the show, and then move on to the next city.

And they do that, you know, and they make their money and they make substantial money. They have this great followership and they have all these opportunities from Hollywood and you know, all these things just because they have a following that means something.

 

Kristine 

So I said something on my Instagram, if you haven't followed me on Instagram, I do a lot of quotes. And I have to read this one to you because I absolutely love it. And I think my audience did, too. I have a limited amount of time on this planet. And I'm not going to spend it being a watered-down version of myself just so people can like me. I like that. I mean, let's be real, right? You are your own unique personality.

And if you're not going to live into that personality you're going to be either bored is you know what, or you're not going to have fun. You're not going to get joy out of it. Just be yourself and put out there which you truly are feeling in your gut. Yeah, that's what it comes down to.

And when you're building a message when you're trying to build an emotional message, go with your gut. If you want to be sassy, be sassy. If you want to be witty and have an edge, do it. If you are more introverted, that's totally okay. Yeah, but you have to play on your strengths. And when you're building your message, whether you're coming at whether you're building your brand message and you're targeting problems that are positive or negative, just do it in a voice that feels authentic to you, that's my best advice.

You're not gonna be able to fake it later. Right? You're not going to be able to fake it later. People can hear you on social media, they can see it through your writing. Like it's all out there. So just be yourself.

 

Julio 

Well, it's exhausting to try to be anybody else. Right. Exactly. Worried about do you know, I know. We follow into that trap where I'm like, Hey, you know, we can't post pictures or something because the cars aren't washed or, I mean something silly like stupid, but it's like, you know, you get this mentality where you're like I have to present myself as if I'm even more successful than I am.

I think what a huge detriment maybe to small businesses and entrepreneurs and startups is the super famous quote of fake it till you make it you know because I think we take that we run with it, we think we have to make this fake personality and have a fake life with a fake family that's always smiling and never has any issues.

And you know, that we just need to have a perfect relationship where we every single picture and every single discussion has to be how much I love my husband or how much I love my wife and they are the perfect Angel and do nothing wrong.

And I think it's when you can connect with to your with your audience and say, Hey, you know, my wife and I argue, you know, or Hey, we do this or you know, my son said this to me today. And like I don't know, just little things like that. I think it establishes that connection that may not be your, your sales pitch.

And I think that's some, there's some confusion there where they go, you have to have a sales page, you have to have these things that you have a professional lifestyle, but you should also be giving people behind the scenes peeks. And that's really the point of social media is to engage with your friends and followers.

It's not just to add numbers, it's to actually comment on people's stuff and not just put a fire emoji, like actually give your opinion and say like, you know, go get it, you know, like, Oh, yeah, and I'm so proud of you. 

 

Kristine 

I'm a huge advocate of that. "People saying I needed this today." Did you? Why did you need this today? Tell me about that. What's going on in your life? I would really like to know, like, let's build a connection. Sure. And if you're struggling, I will say this right now, if you're struggling to get clients to start trying to build connections instead of likes and followers, like that is what it's all about. Right? There's no way to get referrals. There's no way to Build clientele if you're just trying to get likes, doesn't matter. none of it matters.

 

Julio 

Exactly. vanity metrics.

 

Kristine 

Exactly.

 

Julio 

Okay. Well, Christine, I think we've had an amazing conversation if you wouldn't mind. Can you do a very quick little recap? And then please feel free to tell the audience where to find you. And yeah, promote yourself and let you let us know while we can do to support you.

 

Kristine 

Thank you so much. Yeah, no, it's been a pleasure. So just to recap, so if you're looking to build an emotional connection with your customer, get really, the really clear number one on your point of view, so know your purpose, know why you're doing this in the first place, and then get clear on how you feel about your industry. Okay, do a little rant, and you can actually pull that type of information into your brand messaging at a later date.

Get clear on the problems you solve and when you're getting clear on those problems. Dig into the internal write the internal is the emotional struggles that your customers having. Right, those things that pull at their heartstrings and get clear on those external struggles, those things that are a little bit more tangible that are on the outside, so that you can leverage those conversations, whether it's through your content strategy in your brand messaging when you get clear about those things, it's going to be a lot easier for you to formulate a conversation with your customer.

Right. So that being said, we talked through emotional messaging, we talked through a little bit about being unique and really living into you and your authenticity and, and so if you're, if you're struggling with this, and if you're feeling like okay, for me, I really would like to get clear, but I need a little bit of guidance. And I'd love to have someone actually pull those things out of me, rather than me trying to write it on paper, right? That's what I do. So I run a course called reinvent your strategy.

And it works all the way through how to create a vision, how to create a roadmap for your business in a structured way. And it's step by step.  We work through how to build an emotional connection to your customer through messaging through creating a brand story, and your branding, and then looking at how to create a roadmap and build a content strategy behind it. So if you're interested, I do have a free mini-course on brand story at reinventyourhustle.com

 

Julio 

Well, I know that I had a great time talking to you. And I think that people should check you out and follow you and take that mini-course. And I think that you gave some really great advice. So I'm really happy that I was able to speak to you and I'm looking forward to having you back on.

All right, everyone. Well, thank you so much, and have a great day.

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