Dear <<First Name>>,
I hope your holiday weekend was a good one! Recently I sent a packet of information by mail on how a customer in <<Region>> might view your marketing efforts. I followed up with a comparison of all the breweries and ranked each on their storytelling capabilities. I hope these resources were useful to you and the team at <<Company>>, happy to discuss. And if they didn’t get to you, I can resend, or it’s available immediately at scottkolbe.com/<<Region>>.
I'm following up to help you tell your story in 3 sentences. Why? When I was researching the <<Region>> market, I was surprised to discover how few <<Industry>> companies told their story to customers. Look at the graphic below – shocking that companies aren’t more transparent on what their brand stands for, how they are different from their competitors and what theme is used to communicate consistently.
Breweries telling a complete brand story in <<Region>>
This is how customers shop today - they want to know the brands they buy. Hopefully it helps frame where I see <<Company>> fitting into the storytelling spectrum. You have great beers and a solid following in the <<Region>> market. May I suggest that taking the necessary time to review your brand positioning will go miles to help you tell an even stronger story: online, in your tasting room, at retail and any other touchpoint with the customer. Here’s my approach:
- Know the origin story: how you came to be.
- Describe the company’s mission: its purpose and why it exists.
- What is the company’s vision: where it aspires to be in the future.
- Define the business of your company and the product it delivers.
- Describe the product quality and features in customer terms.
- List the benefits or advantages you want customers to associate with your brand.
- Identify how you differ from competitors.
- Describe why a customer would find you relevant or meaningful to them individually.
- What voice will you be using to communicate.
- Define the promise you will make to existing customers and prospects.
Once you've answered those questions, it's easier to write a customer-facing brand story in 3 sentences. Hope that is useful.
Competition for customers is growing in <<Region>>. As an advisor, I have the unique ability to cater my efforts to deliver what <<Company>> needs to stand out, not to blend in. In the meantime, I will send tips and insights that may be of use to <<Email Address>> if it's okay with you. You can opt-out at any time.
Cheers, make it a good week!