Create Better Messaging With My Tumeric Latte Theory
I led a client VIP day recently and a core goal was to improve their messaging.
Here's an exercise that we did.
I said to them: “We need to find your Tumeric latte.”
Now they work in recruiting, so they were confused at first.
And I said: “We need to find your Tumeric latte and here's what I mean by that.”
I said:
Listen, Starbucks is part and parcel of my brand. My engagement photos, partially taken at Starbucks. My brand photos include a Starbucks cup. My first blog was called Grab a Latte. I'm synonymous with Starbucks in my branding—but I'm also a health nut. And so even though I used to go to Starbucks every day, a Java Nation opened up the street and they have a Tumeric latte. The Starbucks’ around me don’t. The Tumeric latte was what I needed to be won away from a coffee shop that I've otherwise been a faithful patron to for 18 years.
If you're a business, or brand, or a business owner, or personal brand, and you're wondering how you can get people to stop using whoever they're using and utilize:
your services
your expertise
hire you
come to you
…then you have to figure out what their Tumeric latte is.
If they're happy and well served where they are, you have to figure out what that thing is that you offer that where they currently are does not offer, so that it just makes sense for them to come over and work with you.
Because:
If you just message that you're closer, I'm willing to go to Starbucks.
If you just message that you also have lattes. I'm willing to go to Starbucks.
If you just message that you also have coffee, I'm willing to go to Starbucks.
But if you have a Tumeric latte and they don't, that will change my consumer behavior. So you have to figure out what that customer or client wants. And then you have to push on that messaging.
