In Part 2 of our podcast with author and business strategist Amy K., we have an authentic conversation about how to overcome the real-world challenges and fears that brand leaders face daily in order to remain relevant to the modern-day, savvy consumer.

 

MUSIC Intro

Recorded Intro:

This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

Host Intro:

Hi, this is Rochelle Reiter, agency principal at Orange Label. Last week, in part one of our dynamic interview with Amy K, we talked all about personal branding and the power of storytelling. Today, in part twoAmy K shares her strategies for staying authentic in a world of sales, and overcoming some of leadership’s biggest challenges.

Rochelle: Amy K, welcome back to the 19.

Amy K: Thanks for having me back. It’s a true privilege to talk with you.

Rochelle: So we had so much great insight on your part one podcast. Now we’re gonna talk about selling. So how do you develop a brand message that is both authentic and sales driven, in your opinion?

Amy K: You know, it’s a provocative question because consumers are far more sophisticated, and they’re super busy, and they tolerate a lot less than they used to. And so, developing a brand message that really resonates is not overcomplicating it. It’s really about simplifying it, and hitting people with the raw reality of that life is tough. And that life is complicated, and here is a solution to make life easier. Or to make life more comfortable or to solve your problem. So, one of the things that I think that we’re seeing a lot with our own clients and their brand message is that they’re simplifying a lot to be heard above the fray. But they’re also hitting people with pain points. And I don’t mean the cheesy “what keeps you up at night,” but more along the emotional oomph, that vulnerability of “we get you.” The minute that a brand story can say “we get you,” you’re gonna have a lot of people intrigued in what it is you’re actually selling.

Rochelle: Sure, it’s really about developing that connection – that emotional connection. 

Amy K: Yes. In fact a lot of times, I’ll even say to folks in sales, I’ll say, “It’s not about the classic elevator pitch.” Elevator pitch is 40 years old. Now it’s elevator connect. And even though that sounds a little trite, it’s not. It’s really about the idea of, if you can find a point of relatability and connection, you’ve already separated yourself from the pack of cheesy pitches.

Rochelle: I love that. Instead of a speech, it’s so much more real.

Amy K: It is. And it’s usually about putting your message aside long enough to ask somebody a question. So, one of things that I’ll do in an elevator connect scenario – and I spend a lot of time networking, because I travel all over. I’m at events all the time. If somebody will say, “Oh I’m an engineer,” “Oh, I’m an architect,” and instead of going in the where do you work and how long, is I will immediately say, “Well, what does it feel like, to be an architect in today’s crazy world?” or “What does it feel like, to be a veterinarian in today’s crazy world?” And you know what’s fascinating? This conversation elevates and shifts so fast, because now you’re having a deeper conversation than like where do you work and what do you do and how long have you been doing it.

Rochelle: Yeah, you’re talking about feelings and emotions. What would you say to brand leaders who are perceived as being annoying or inauthentic in their marketing?

Amy K: Well, haters gonna hate. Judgers gonna judge, and so let them judge. But let them judge you being you. So, one of the things is that if we try to be everything to everybody, and then they’re gonna judge and hate us, then they’re judging and hating us for not even being our true...