Beetle Moment Marketing Podcast

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The customer is on their own hero's journey. Brian Roemmele explains what brands need to do to build longterm successful customer relationships. Every brand has an emotional connection to the people who use their products. But some covet it better than others. Brian and I discussed brand narratives and personas, touching on archetypes and Carl Jung, and even the neurochemistry of purchases and loyalty. My favorite part of the conversation is when Brian explained why the female voice is hardcoded to be perceived as authoritative.

Brian’s theory:

All products, companies, and brands are a relationship with their consumer. They have defining points as any human relationship does

Show notes: beetlemoment.com/podcast episode 53

02:00 How do we build a relationship in which our customer is the hero? (e.g. Storybrand framework)

02:53 All products, companies, and brands are a relationship with their consumer.

03:20 Every purchase is an emotional purchase - neuropeptides

04:00 Every brand has an emotional connection to the people who use their products. Some covet it better than others. This means a narrative is being spun overtly or covertly all the time. See Apple.

07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this

08:15 Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.

08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer.

09:00 The human agenda is connection

09:55 A voice comes from a person - it’s not a thing - it has a persona

10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism

11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work

12:05 You need to assign a Jungian or Myers Briggs archetype to your brand

12:30 Your customer is on their own hero’s journey

14:15 The voice of authority is and always will be a female.

16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches

20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans

20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine)

21:15 Brand expression is to attract members of a desired tribe

22:20 When we build voice brands

Connect with Brian Roemmele:

Twitter | LinkedIn

Connect with Emily Binder:

emilybinder.com | Twitter | LinkedIn

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Announcements - what's happening in February 2019 (first two minutes of show):

• This week I’ll be on Bradley Metrock’s show, This Week in Voice, which should air February 1, 2019
• If you’re in Atlanta, come to the Atlanta Interactive Marketing Association (AiMA) event on February 6, where I’m moderating a panel about voice technology with Kesha Williams from Chik Fil A (she was the main keynote at The Alexa Conference), plus speakers from Home Depot and 360i: How Voice Will Disrupt the Buyer Journey - Innovation Series presented by Nebo Agency
• Next podcast appearance: Alexa in Canada, the Voice Experience with Dr. Teri Fisher. This will air the week of February 11.
• Social Media Week Austin: #SMWATX Feb 19-22, I’m speaking about voice marketing. Date and time announced Feb 11.

Show notes:

• CPG and FMCG especially need to pay attention to the updates in Alexa: ISP (in-skill purchasing) just got a facelift in the Developer Console, making it easier to upsell. This is just getting started.
• Skills with very high conversion rates for upsell to premium version (34-50%!): Big Sky (weather) and Escape the Airplane (game)
• Voice in the car - HUGE opportunity (car is faster growing and has 60% higher MAUs than smart speakers)
• Today is like first gen iPhone: you can't multitask - only one app at a time
• Where we are with skills now: you can only do one thing at a time
• This will improve
• Voice is for EVERY brand
• Typing is unnatural, awkward, and slow. We are computing in computer-ese. Let's talk. We can speak and process so much faster than we can talk or read.

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Guest: Corina Frankie, CEO & Founder of Brand Besties, Certified NLP Practitioner

Neuro-Linguistic Programming and Voice Marketing, Communication, and Language

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Show notes:

• 02:25 “NLP (Neuro-Linguistic Programming) is collection of practical techniques, skills, and strategies that lead to excellence.” -Corina
• NLP helps businesses align their values and organization to build rapport with clients and staff and better understand needs and motivations of their customers
• 03:45 Effective questions lead someone to the answer they may already have
• 04:10 Language matters - how we communicate and interact with ourselves and others
• 04:30 NLP helps us understand how the brain works: how do we process information on the inside that comes to us from outside events or experiences? The internal representations we make about an outside event are not the event itself.
• 05:00 What does it mean if your boss gives you more work than your coworkers? The internal representation (processing) is not necessarily the reality of the event.
• 06:00 How do we create the thinking we have? Where are customers, clients, and staff coming from in specific situations?
• 06:20 How do we get someone to want to buy something?
• 06:40 Everyone has a pain or need. A business tries to solve it. But everyone sees their pain differently.
• 07:00 Car buying example: do you see, hear, or learn about the car by grasping it?
• 07:20 Visual, auditory, or kinesthetic apply to a buying decision - are you applying these across messaging to align with your customer?
• 08:00 Mismatch of enthusiasm and energy (current model of someone’s world) is jarring and can ruin a sale or negotiation
• 08:40 We are hardwired to mirror each other - this helps
• 10:00 With Alexa skills or Google actions and other voice apps brands need a consistent, holistic sonic identity to match the rest of their positioning
• 11:00 NLP 4-Mat System:
• The basic premise of the 4-Mat system is that we all have different learning styles. Some people are motivated by Why? questions. They want to know why they are listening to this talk. Others by What? questions; they want information...and probably lots of it! The How? people want to get on and do an exercise, get their hands on it and try it. Then there are the What if? people who want to know how this material applies to their life, workplace or environment.
• 12:10 The Charisma Pattern plays on kinesthetic, visual, and auditory pattern) - with a voice skill, how do you create a feeling or experience with the way you speak?
• 13:20 Corina demonstrates slowing down and dropping her voice- like the recommendation for the late night FM radio DJ voice from Never Split the Difference by Chris Voss (highly recommend this book! Click here to order on Amazon.)
• 14:02 People will tell you their primary representational system if you just listen to their language - pay attention to predicates and verbs people use
• 14:45-16:04 Corina asks clients their vision for an experience she will create with Brand Besties - she listens for their predicates to find out if they are visual or kinesthetic so she can close the sale by speaking their language, e.g. “Picture this...” vs “How does this feel?...”
• 16:20 Feeling predicates

Connect with Corina Frankie:

Brand Besties - Event Staffing and Promotional Modeling Agency

NLP - email corina (at) corinafrankie (dot) com

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