How to Tell Your Brand’s Story (E137)

Show Notes: Seth GodinWhat are you really selling?Tires = safetyWho is the spokesperson for your brandAnswer as that characterSpoke at ECF LiveIssuesTell too many storiesTell 1 storeFind out who your customer issue Sponsors: Drip – Get a free demo of Drip using this coupon code!Spark Shipping – Dropshipping Automation Software Bio: For the past 25 years, Michael has been a professional TV writer/showrunner. His many writing credits include King of the Hill, Maron, Wilfred, Just Shoot Me, Rules of Engagement, Beavis & Butthead, Tacoma FD, and more. By applying his knowledge of storytelling to his wife's clothing brand, he helped grow TwirlyGirl into a multi-million dollar brand. Links: https://www.facebook.com/MichaelJaminWriter/http://www.cardboardrocketships.com/https://www.linkedin.com/in/michael-jamin-01233621/https://michaeljamin.com/video/ Transcript : Charles (00:00): In this episode of a business e-commerce I talked with Michael Jamin about how to tell your brand's story. This is a Business e-commerce Episode, 137. Charles (00:17): Welcome to the Business or eCommerce. The show that helps eCommerce retailers start launch and grow their eCommerce business. I'm your host, Charles Palleschi and I'm here with Michael Jamin. Michael is a director of communications and marketing at twirly girl. We're using his knowledge of storytelling to his wife's clothing brand. He helped grow trolley, grow into a multimillion dollar brand. I asked Michael on the show today to talk about how to tell your brand story. So, Hey, Michael, how are you doing today? So, Hey, Michael, how are you doing today? I'm good. Thank you for having me. Yeah. Awesome. To have you on the show. I love talking about brand and kind of, this is a little more like higher level with some of the topics I feel like sometimes folks are very, you know, tactical in the weeds, like SEO content, like that sort of thing, but it's always nice to kind of zoom up a little bit and think kind of a little bit higher level from a strategy perspective. Charles (01:09): That's the difference between selling a product and selling your brand, the product at first, you know, you style it, you have to sell a product, right. To get something off the ground. But at some point you might have competitors come into the space you might have, you know, and even if you don't have a direct competitor, you're always competing against something else. Right. They could always just go and spend their money on another type of product. Right. So it might not be exactly your product, but it could be something in that space. So first actually real quick about your product. So you guys it's twirly girl it's, is it dresses themselves or kind of, could you describe the product for people kind of listening? Yeah. They're they're poorly dresses for girls. So there are, many of them are reversible. They're very high quality they're made in America. Michael (01:55): So our price point is a little higher and we focus on quality, not we're gonna talk cheap kind of disposable clothing. So that was kind of the obstacle we had to get over. When we first got into the business, how do we, how do we show people that these dresses, because they cost more and why, why they're worth more, what's the price point that you guys sell at? Our lowest dress is non-reversible and it's it's actually usually around $48, but our reversible dresses can be 80 or $85. It depends on the dress, but there, cause they're twice as many choices. So 80, 85. And this is before what age? They started 12 months. And they go up to a six, you know, young teenagers this 12 months, year old twirling around swirling at that age. Yeah. Okay. So yeah, so I mean, that's definitely a high price point, right? If you are. Yeah. You know, I'm thinking of, I have a two and a half year old at home and she goes through clothes, like, you know, rips falls down that sort of thing. So these are like older.