Building a Bulletproof Brand Experience

There has been a topic on my mind fighting for my energy these last few months, and you’ve probably guessed it: The ‘Recession.’ Are we in one? Most economics will tell you we were not in one, but it feels like we are. Even if we aren’t technically in one, we are on the road to one. 

Don’t hold me to that… I was a C- at best in macro & microeconomics. 

But, without a doubt, this can be a scary time for an entrepreneur.  The unknown is what has all of us sitting on the edge of our seats. 

• The slowing down of conversions and bookings
• Feeling like you need to work harder and harder for the sale
• Chasing the inquiries you do get with multiple follow-ups, getting a response, and then back to ghosting you again
• Feeling like you are pulling teeth to get them to understand that your service can help them make an ROI, or that they still deserve to invest in themselves, but they don’t see it because they are letting a scarcity mindset get to them
• Watching industry leaders run discounts on their services to increase bookings… Leaving you to think, “Should I be discounting?” “Should I be lowering my prices?”

Things are undoubtedly not what they were at the end of 2020 and into 2021 & 2022. 

But here’s the thing… Every day, whether a recession or not, being an entrepreneur is diving head first into the unknown and throwing our hands up to the uncontrollable. 

And if there is one thing I’ve learned in this 4+ year entrepreneurship journey, It’s that to survive the unknown; you have to ground yourself in the variables you CAN control.  

The first thing we can control is how well we do or don’t understand the mindset of our ideal buyers right now. 

It’s not that people aren’t buying; they are being more careful with what they are buying, leading to a longer sales cycle.

People are doing their diligence. They are taking their time researching you, looking at all their options, and comparing deliverables to prices. 

Now before you go lowering your prices – here’s what I want you to do instead…  

We are going to make your ICA’s decision process easier for them BEFORE they even book a discovery call with you. Screenshot this. Anything you don’t have in place is your April focus.  

YOUR APRIL GAME PLAN

Website About  Page – Add it to your site or update it with more of your personal story. Emotions are heightened right now, meaning more people are buying with emotion – lean into that by sharing more of your personal story to create rapport and connection. 

Services Website Page – Make it easy for your ideal client to see all their options when working with you. As an entrepreneur doing a lot of hiring and outsourcing right now, I can tell you I went with the ones with a clear services pages. Remember, people want to see their options right now. 

Capabilities Deck/Investment Guide/Experience Guide/Packages & Pricing Guide – Think of this as a pitch deck outlining who you are, why you started your business, what it’s like working with you, your packages & starting rates (optional), testimonials & case studies. I recommend this as a PDF so the Ideal client doesn’t have to click around to find all the information or get distracted by something else they saw on your site. Put it behind a gated email opt-in page so you’re collecting emails & can nurture them through an automated email sequence.

Need an example? Download ours HERE. 

Seamless Inquiry Form – First, double-check check your inquiry form is working. This should be a monthly recurring task. Tech is not foolproof. Second, audit the questions you are asking. There is psychology behind an inquiry/application form. The form should have your ICA vision casting. Third, audit the automation behind this. You are 50% more likely to close the sale if you contact someone within 30 minutes of inquiring.

THE TAKEAWAY

Your website & sales process is your most critical asset right now. 

The more seamless and on-brand it is, the easier it is for that ideal client to make a hell-yes decision in working with you. 

Making your marketing dollars & time invested into each inquiry go further.

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Katelyn Alyssa is the Founder and Creative Director behind Studio Kaly – a Brand Strategy & Design Consultancy born on the cliffs of San Diego, CA. With over 10 years of experience working with editorial brands, Katelyn brings an uncommon mix of strategy and creativity to the table when it comes to brand building.