It’s easy to forget that the person on the other side of any sales transaction or promotion is a human. Brand marketers tend to use general terms like target customer in sales campaigns. Shoppers want personalization which all begins with a human focus.

Welcome and thank you for listening. You’ll need to stay to the end of this episode because my guest today has a special offer for you, but it’s only for the first few brands that seize the opportunity. I spend a lot of time talking about the importance of story on this podcast and how your brand story is what sets you apart from your competition. It’s what resonates with your ideal customer, and what converts an occasional customer into a loyal evangelist.  This is what gives you a significant competitive advantage on retailer shelves across any channel and any economy. 

While participating in NatchCom, I had the privilege of meeting Beau, my guest today. What inspired me was his unique ability to communicate the value of story to your customer and how the value of story needs to connect with that human who buys and uses your product. You’ve heard me say repeatedly that the big brands tend to talk at us rather than to us. What’s unique about natural brands is our ability to have an intimate relationship with our ideal customer. At the center of that connection is the human, the human that we connect with, that uses our product, that evangelizes our product. Let’s face it, without that human we have no reason for being. No one would buy our products. It’s the human that buys our product, that gives us our reason for being. A lot of big brands tend to commoditize the shopper, thinking of us as all being the same type of person, the same type of consumer. 

On the other hand, if we focus on the human at the other end of our product, the human that buys our product, then we can focus on what really meets their needs, what drives their choices at shelf, what differentiates your brand from your competition and so on. The better we know our customer the better we understand our core customer, that human, gives us more opportunity to differentiate ourselves at shelf, gives us an opportunity to build products that they’ll actually buy. It gives us an opportunity to build a loyal community around our brand. That’s powerful. That’s extremely powerful. You’ve heard me say repeatedly that’s what’s more important about your product is the consumer that buys your product. It’s that unique consumer that the retailers are trying to attract. This is your opportunity to partner with the retailer to help them drive sales in their store.

Before I go any further I want to remind you that there’s a free downloadable guide for you at the end of most every episode of the podcast. I always try to include one easy to download quick to digest strategy that you can instantly adopt and make your own. One that you can use to grow sustainable sales and compete more effectively. Remember, the goal here is to get your product onto more retailer shelves and into the hands of more shoppers.

Now, here’s today’s guest, Beau Haralson of Human Design.

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