REACH Visibility Trajectory™: Electrify Your Audience With Brand Engagement That Connects

REACH Visibility Trajectory™: Electrify Your Audience With Brand Engagement That Connects

Engaging with your customers helps them become aware that you can solve their problem, and in turn, bring to the brink of buying your products or services and possibly becoming lifetime customers. 

That’s why engagement is the second component of my REACH Visibility Trajectory™, which I’ve designed to help you assemble the building blocks of visibility — brand messaging, website copy, and strategy so that you can take action, build momentum and grow your sales. I introduced the full trajectory here.

Engagement is crucial to your growth trajectory because it aligns your customer’s needs with your brand values and voice.

I recently covered precisely how to understand your customers’ needs and zoned in on the four foundational elements of research. I also gave you a few actionable steps to follow so you can begin taking on the research. 


The complete list of elements in my REACH Visibility Trajectory™ are:

R – Research your target market.

E – Engage with your audience through brand messaging.

A – Attract clients with web copy that screams WOW.

C – Create a funnel to automate lead generation and nurturing.

H – Hook prospects with tactical strategy.

Following research, it’s time to create impactful brand messaging that helps you nail down your talking points, define your voice, and ensure that the way people perceive your brand aligns with your core values.


Find Your Core Values By Looking Inward

The truth is, your marketing copy will ALWAYS reflect your internal mindset and values. 

By finding your brand core values, you’re streamlining those principles you already live by and giving your brand a focus. 

Narrowing down your brand’s ideals makes it easier for you to create content as there’s less fluff to navigate through. 

Additionally, it makes it easier for your audience to receive your message and better understand what you’re trying to get across.

Think of the whole multitasking myth. In reality, the brain can only focus on one thing at a time. So remember KISS — keep it simple, sweetheart. 

How many should you have, and how do you determine your core values?

I recently shared a full breakdown of how to define your core values, the questions you should ask, and where and how to use your core values.


Here’s the gist of how to define your core values in 5 steps: 

  1. Use James Clear’s list of core values and select 10 of them that most stand out to you. Then cut those down to two or three.
  2. Identify what these words mean to you and how they relate to your business stakeholders — your team and potential or existing clients.
  3. Ask your team what stands out most about your business and record their answers.
  4. Check out the core values of your competitors and quickly compare — NOT copy — their own. How are you similar or different? 
  5. Ask yourself: How should my branding make people feel? 

Once you determine your core values, you can move on to creating a brand voice guide.


Create A Brand Voice Guide To Effectively Position Your Brand

Once you’ve decided on your core values, you can put together a brand voice guide: a document decoding exactly how you will speak to your target market. 

What should a brand voice guide include?

It should list out specific words to be used within your copy which mirror your core values.

Yep. Your brand voice guide literally spells out the words you will use to get your message across to your audience.

In another post, I shared six questions to ask yourself as you work to clearly define your voice with your customers at the forefront of your mind.  

Your brand voice guide might also include additional marketing elements like your target market, your brand colors and logo, SEO keywords, and social media hashtags.  

Basically, think of your brand voice guide as the ULTIMATE platform to position your brand.


Hone In With Your Messaging Platform

If your brand voice guide is your game plan, your messaging platform is the high-velocity blueprint for brand positioning.

A messaging platform is powerful and helps companies in a growth phase extend their brand voice guide to align their entire team with a unified voice in outward communications like sales and marketing, as well as internal conversations. 

While these are most common for larger companies, small businesses can also use them to ensure they’re building a cohesive brand and to stand out. 

These documents detail how you want your market to receive your products or services and how you will communicate with your audience.

The more complex your business and the larger your team, the more essential it is to have a clearly-defined messaging platform to ensure that everyone is on the same page.


Engage And Connect For Life

Here are the facts: When you engage with your audience, the relationship should be a two-way street. You want potential clients to want to engage with your brand because they understand and share your values, and your message speaks to them.

This engagement from both parties forms an undeniable connection, which is why it’s one of the key building blocks to building relationships and closing sales. From here, we can get started on the next building block in the REACH Visibility Trajectory™: Attract with website copy.

Need professional direction on how to engage effectively with potential clients? Eager to get ahead with your website copy without having to do the work? Not sure where to start with either one? Schedule a FREE consultation with me and let’s connect the dots together!


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