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This past October, my husband and I wanted to take a family hike. But we needed something family friendly, that would work with me wearing the baby in a baby carrier.
We logged onto All Trails and finally found one that looked appropriate. It was marked as easy, with spectacular views and a waterfall, and only about one hour to do the full trail.
Perfect for us.
It was a beautiful fall day when we arrived at the trail. Crisp air, cloudless sky, vibrant colored leaves all around. The kids set off skipping ahead of us, clambering up rocks and finding small treasures.
But about forty minutes in, something felt off.
The "easy" trail had turned into a real hike that was quite challenging while wearing a baby carrier. The promised waterfall view was nowhere in sight. And according to our calculations, we should have been on our way back in the parking lot already.
It took us a while, but we finally reached the waterfall. When we were there, we saw other families with children and strollers arriving from another direction. And we realized what had happened.
We had gone to the wrong parking lot, and because of that we had taken the wrong trail.
A simple mistake at the starting point had us working harder than necessary and missing the experience we had specifically chosen this trail for.
This is exactly what happens to brands that start marketing without a clear understanding of who they're talking to, what to say to them, and how.
They end up doing things like following paths that competitors have taken (which may not be right for them). Which leads them to desperately shout loudly to an audience that has no interest in them. And ultimately, the wind up confused and disappointed when all the money they shelled out on advertising didn't have the desired outcome.
But many brands keep pushing forward on the wrong trail, thinking if they just hike faster or carry more gear (read: spend more on ads or try more tactics), they'll eventually get where they want to go.
But success doesn't come from working harder on the wrong path.
It comes from starting at the right trailhead. Knowing where you want to go and how to get there.
That's what the Tell Your Story package provides - the map to your brand's perfect starting point. Through deep customer research and narrative development, we map out exactly:
Maybe you've been hiking up a steep trail, when just around the bend there's another shorter, easier path to your goal. One that draws good-fit customers to you, rather than sending you chasing, huffing and puffing, after the wrong people.
If you're ready to find the right trail, I can give you the map.
I got a real good workout that day,
Chavy