My marketing plan (driven by my…AHEM….Brand Strategy) includes a Meta ad to bring new folks into the Be Understood world. The ad promotes my Ideal Client Interview Guide.
When I started the ad, it performed well. Then the desired results (new fans and sales) decreased. So I got on Zoom with my ad buyer. She analyzed the cost per click, click conversions, and other data-points that sounded like: ‘the beepbeep bop topper might be too squeeeee’ to my brain.
Her conclusion? “Maggie”, she said gently, “It’s your sales page; your sales page is where the problem is.”
I went to my Ideal Client sales page with fresh eyes (I hadn’t looked at it in a month) and
She was right (don’t worry, I fixed it!)
WHAT IS IT about fresh eyes?
HOW do fresh eyes make SUCH a difference in one’s ability to discern verbal diarrhea from points so sharp they prick the skin with their clarity? Why is it that if we look at something for too long we start growing blind to it? Remember the first time you commuted home from a new job? You SAW STUFF on that commute. Two weeks later you saw nothing.
Psychologists refer to this phenomenon as habituation. Novelty wears off; what felt fresh grows stale; details aren’t noticed.
Branding is built around what we know about how human attention works. All a Brand Strategy does is apply that knowledge (how does human attention work?) to how you uniquely help your clients.
So what does the FRESH EYES phenomenon have to do with a brand strategy? A LOT. Fresh eyes play a VERY big role in BUILDING a brand strategy that brings you new clients:
A brand strategy figures out how you can always look fresh.
And if you’d like an assist, grab a time to chat about it here.