What makes your brand story special? (It’s probably not what you think.)

Try this exercise. Answer the question, “What makes your brand story special?”

Are you thinking about what makes you different? Are you listing the unique things you offer or do? Maybe some stats come to mind like how many people you serve or the number of awards you’ve won.

Impressive. Except, none of this stuff is what makes you special to all those you’re trying to engage. No, really. They don’t care. They have desires and aspirations. They’d rather think about those things.

Take a moment and really let that sink in. They’d rather think about their aspirations.

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Aligning with something irresistible

For all of us, thinking about our aspirations is irresistible. What we will do. What we will become. That’s why daydreaming is so inescapable.

Imagine aligning what you offer with something this irresistible. Imagine a person seeing you as someone who can help them work toward their aspirations. Imagine how desired and valuable you would become. Imagine how special your brand would become.

Are you ready for that? Okay, then we need to quit telling people how special we…