Look for the obvious

Advertising is not magic. Like most things in life, it takes awareness, common sense, and some skill.

If your company pays your employees above the industry standard, uses high-quality materials, or does good work in your community—you should be telling your audience these things again and again.

Instead of dreaming up a witty television commercial that will require a massive investment, focus first on sharing the values, people, and micro-moments that hold together your organization at it’s core.

That means, film your employees talking about why they love their job, show the behind-the-scenes process of your product being made, or take photos of your leaders volunteering in their community. Your audience wants to feel connected to a larger story and with a little extra transparency in the form of some photo or video content, you can help them get there.

Here’s what they say about this approach on their website:

To support these claims, Christy Dawn publishes personal photos and short bios of all their dressmakers online. Many women are willing to pay extra for that special occasion dress when they feel a connection to the individual who made it.

It should not be necessary for a potential consumer to have to ask, “What is the cost of this?” or “Why is this item more expensive than a dress from Target?” Tell your audience about your values and standards at every chance you get.

Practice communicating your value in simple and direct terms, free of any industry lingo. Ask yourself, “Am I saying this a way that my parents, grandparents, neighbors, friends, hairdresser, mechanic, and everyone in-between can understand?” And to take it to the next level, produce some photos or film shorts to back up your message.

As any millennial will tell you, pics or it didn’t happen.

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