Take Charge—Why You Need To Control The Emotional State Of Your Customers
My mom used to walk into our playroom at random times growing up and feel the TV, like physically put her hand on top of the box and feel if it was warm. If it was warm, and it was during daylight hours, she knew we had been watching it and that was NOT ok in the Yaw household, especially on a sunny day. (Keep in mind, there are over 300 sunny days per year in Colorado).
Sometimes, she’d let us watch a cartoon at night after we hiked like 7 miles, or watch football after skiing 9am-4pm, or if we had a fever. Maybe the occasional rainy day binge of The Parent Trap or My Fair Lady (I’ve watched that at least 793 times). But it was far from a daily habit, and my mom made that crystal clear that was by choice.
What’s up with that? My mom (and dad for that matter) made us believe that watching stuff was a waste of time, it meant we were inherently lazy, and laziness was the enemy in Yaw culture—physically, emotionally, intellectually. It has been drilled into me by words and by modeling that laziness equals missed opportunities. You are lazy and you get to watch your own life from the sidelines. Oooooof! Heavy duty!
But, it was a gift. As I matured, went to college, started working and saw other people’s habits, I realized what she and my dad had given us. We valued time. We valued relationships. We valued being active and healthy and getting sh** done. And we did not wait for others to give that to us. It was up to us. We made the choice every single day.
This was my epiphany.
Now, here is the lesson for you. Did you see how my mom took control of the story, and took control of what we believed? She lived it, she showcased it, she modeled it, and she talked about it. The result? We came to the same epiphany she had. Naturally, we all had to test those waters in college—and came running back to her epiphany—laziness was the enemy. Abuse it and your life will suck.
How to share an epiphany as a brand
As a brand, and you’re selling something, you have to take control of the story your customer is telling themselves and reroute it towards your epiphany—aka your message. You have to share the intimate details of your origin story to bring them on your journey with you to experience the same epiphany you did. If they arrive at the same ah-ha moment you did, you’ve captured their attention, made an intimate connection, and opened the door to sharing your plan, your solution, your product as the bridge between where they are, and the possibility of what could be.
Ahhh, so cool!
But you want to do this well, k? To find your epiphany, and share it with others, follow these 3 steps:
Step 1: Retrieve Your Epiphany
Think back. When were you sold on this concept, this thing that you have now created or have become obsessed with? Did you have an experience that transformed you? Did you overcome a challenge? Did you learn something new that lead you to where you are today? Was it in high school? In your 20s, 30s, 40s even? Write down the epiphany, just the event itself. This is the backdrop and backstory.
Step 2: Sketch The Journey, Become The Guide
Now we need to sketch out the details of your transformation. Write down all the details.
What were the exact steps you took to get from then to now? What happened to you to get from where you were to where you are now?
What were you trying to accomplish? What was the challenge you needed to get past?
What did you learn, and how?
Who was there? What did it feel like? What were the emotions you felt during each step of the process? What were you wearing, what did it smell like? Don’t skip this step! These emotions are what you’ll be aiming to recreate in others to create rapport and connection.
Then, back to Step 1: what was the epiphany or light-bulb moment that made you become obsessed with this thing you’re doing now?
What did you create? What plan did you devise? Or what system did you architect to relieve yourself of ever experiencing that again…the plan that you’re offering other people?
What’s the transformation from what was to what is, and what did you create to allow others to experience that transformation (or fail)?
Step 3: Control The State Of Emotions
A good story takes the other person on a journey that allows them to viscerally feel what it felt like to be you. During a good ole story exchange mirror neurons (the parts of our brain that allow for empathy) are triggered, and gives the listener the ability to experience the same thing, almost exactly, as you did when you reached your epiphany. It almost feels like magic, tears are triggered, ah-ha moments are abundant.
This is your golden ticket to connecting with your audience, your customer, your client.
Need help with your origin story, your epiphany, or crafting the messaging around it for connection and impact? Join my Raw Entrepreneur program!
Each week, I will give you guided instruction on that particular transformational step in the brand story process, answer any questions you have, then give you a relevant homework assignment that will move you closer to your fully executed story map. Each stage will build on the previous week until we crescendo with a fully fleshed out implementation calendar (includes an emotion-driven content calendar you’ve never used before, but should as it is powerful!) and story map.
Reach out to schedule a free 15-minute introductory call to find out more details. You can also go here to see what you’ll learn each week of the program.
Join me! Because I believe that without a path, there is no growth. No growth, no you. No you, no changing the world!
