Speaking to your dream customer’s problem with empathy is part of telling a brand story they can’t put down.
Weekly email archives and occasional extra words that don't have a home anywhere else on my site.
Content warning: eating disorders, body image, diet culture, Trader Joe’s
It’s almost frightening how quickly I’ll drop not-insignificant amounts of money these days.
I’m not talking about the personal-training sessions I’ve given my credit card over the past couple of months, helping that Chase Sapphire get her reps in with a heavyweight buy-return cycle of clothes, in an attempt to feel cute in a post-pandemic, post-surgery body I struggle to recognize.
It’s more that the older (and wiser? question mark?) I get, the more confident I become in investing in things I value.
To wit: Yesterday, I agreed to a three-month commitment to one-on-one coaching with a registered dietitian nutritionist — after a 20-minute discovery call.
(Minutes before the call was over, nervous to hear the answer, I croaked out, “How…much…does it cost?”)
😶🌫️😶🌫️😶🌫️ It’s incoherentdollaramountunderaconspicuousthroatclearing a month.
And the decision was ultimately a no-brainer.
Because her website was killin’ me softly with its song:
I felt she found my letters
And read each one out loud
It spoke to me from. word. one.
“At home in your body.”
When I tell you it went straight to my soul.
Honestly, the whole website is kind of a messaging and copy masterclass (file under “so good it pisses me off” 😤).
Eating disorders are neat on so many levels.
Mine has distanced me from the bod that holds my tender heart and carries me through my days.
Diet culture and the anti-diet messages I’m holding on to for dear life are in engaged hand-to-hand combat: My lizard brain demands a smaller body; all my heart wants is proudly take up space in every way possible.
🏹 A message that shot to my core
🗳️ The strong endorsement of a bestie who’s also working with them
🤩 Our instant connection over Trader Joe’s Fig & Olive Crisps
I was primed to swipe the ol’ Sapph.
TAKE MY MONEY AND CALL ME IN TO HEAL, KATE!!!
Join me in this combat!
So how tuned-in are you to your dream customer’s core problem?
Being able to speak to it with empathy — and not over-agitate it…bad, bro! bad! — is part of telling a brand story they can’t put down.
Want to know more? Grab my guide to writing a bestselling brand story.
It’s nutritious and delicious.
All bodies are good bodies, btw,
P.S. Her lead qualification process also slapped. She included a question about investment and used the language, “Our 1:1 coaching program is not a quick fix, it is an investment of both time and financial resources. On a scale of 1-10, how ready are you to invest in your health and wellbeing, knowing that this is the last program you will have to do?“
Whew. That kinda confidence is a real marketing turn-on for me 🥵
F-S: Reserved for rest