HABERMEHL CONTRACTING
BRAND MESSAGING GUIDE
NOVEMBER 2021
- People deserve a contractor with integrity that gets their home right the first time
Philosophical
- Overwhelmed - Sceptical - Protective of their Investment
Internal
- The need to find the right contractor
External
WITH A PROBLEM
- Custom Homes - No Surprises - Control and Inclusion in the build
Empathy
What do they want?
B R A N D
STO RY
1. Book A Consult 2. Schedule A Visit 3. Create the Home of you dreams
Summarize your plan
WHO GIVES THEM A PLAN
- Over 55 years experience - Incredible track record - Testimonials
Authority
- We know how much this means to use - We use an inclusive process
AND MEETS A GUIDE
A CHARACTER
PROJECT
HABERMEHL CONTRACTING
- Overwhelmed - House Owner
From
THAT RESULTS IN
- Follow Us Online - Download our PDF
Transitional
- Book A Consult
Direct
SUCCESS
- Confident - Home Owner
To
Lack of control
Lack of stability
Forever in a fixer upper
Wasted money
Tragic Results
FAILURE
A home for those you love
Pride of ownership
Return on investment
Home of your dreams
Successful Results
IDENTIFY TRANSFORMATION
THAT CALLS THEM TO ACTION
THE ONE PAGE BRANDSCRIPT
WELCOME TO YOUR
BRAND MESSAGING GUIDE
When you struggle to explain what you offer in clear terms, you risk not being able to have your business differentiate from every other in your industry. The good news is that with this guide, you can clearly spread the word about Elevate Wellness Centre in a way that resonates with your ideal audience. Inside this guide, you will find the elements of your BrandScript. This is the framework that builds your messaging strategy for your audience. Think of it as the 7 “chords” you need to write 1,000 different “songs” about your brand. Songs that will speak to those potential new clients that have no clue on where to start. You will also find several other critical elements to use in your marketing efforts. CHRISTIAN + NICOLE VICTORY Artcraft Marketing Certi ed StoryBrand Guide 902 430 7500 info@artcraft.io
Keep this guide handy and reference it when you develop marketing materials, address your team and speak to prospective customers. I’m here in the journey and happy to work with you to develop and grow your footprint in this space. Congrats on making this investment in your business! Always cheering you on,
CHRISTIAN + NICOLE VICTORY Artcraft Marketing
Habermehl || Brand Brand Messaging Messaging Guide Guide || Page Page 32 Habermehl
OVER VIEW + KEY TERMS
STORYBRAND StoryBrand is a 7-part marketing framework that changes the way you talk about your business. By using the timeless principles of story to create a clear brand message, you will better connect with customers, create marketing that people pay attention to, and grow your business.
BRANDSCRIPT A 7-part, proven communication formula that includes the key elements of any successful story. When you use a BrandScript to develop your messaging, your marketing will stand out and attract your ideal audience.
ONE-LINER Your One-Liner is a concise statement you use to clearly explain what you offer. It gives you a simple, repeatable way to talk about what you do in a way that your audience will care about.
Habermehl | Brand Messaging Guide | Page 4
LEAD GENERATING ASSET A lead generating asset is marketing collateral created to provide real and substantive content for people that aren’t ready to commit to you. People make choices based on who can help them solve their problems. You can position yourself as the solution by providing them valuable knowledge that addresses the fear(s) they have relative to that problem. It also provides you a name and email address for your prospect list.
LEAD NURTURING EMAIL CAMPAIGN A series of 5-6 emails to send using marketing automation software as soon as a prospect downloads your content and provides you their email address. These campaigns run 24/7 and nurtures your prospects through the sales cycle.
BRAND SCRIPT
Character WHO ARE THEY? • •
35 & up Familes, Retired, DINK (double income no kids)
WHAT DO THEY WANT? • • •
Custom Homes No surprises in their builds Control in the direction of the build
When You Agitate The Character’s Desire, They Enter Into The Story Your Brand Is Telling.
Habermehl | Brand Messaging Guide | Page 5
BRAND SCRIPT
Problem EXTERNAL PROBLEM | Why Do They Need Help? •
They need to find the right contractor
INTERNAL PROBLEM | How Does This Make Them Feel? • • • •
Overwhelmed with choices Sceptical of the quality they will recieve Protective of their inverstment No peace
PHILOSOPHICAL PROBLEM •
| Why Is This Just Plain Wrong?
People deserve a contracor with integrity that gets their home right the first time.
A Story Really Gets Interesting When A Conflict Is Defined. You Must Talk About Your Customer’s Problems Over And Over. Habermehl | Brand Messaging Guide | Page 6
BRAND SCRIPT
Guide EMAPATHY • •
We know how much this investment means to you Our Inclusive proven process means you are never in the dark
AUTHORITY • •
Over 50 years experience Impeccable track record of successful builds
The Customer Is The Hero Of Hero Of The Story, Not Your Brand. They Need You As A Guide.
Habermehl | Brand Messaging Guide | Page 7
BRAND SCRIPT
Plan Step 1: BOOK A CONSULT Step 2: SCHEDULE AN ONLINE VISIT Step 3: CREATE THE HOME OF YOUR DREAMS
Customers Trust A Guide Who Has A Plan.
Habermehl | Brand Messaging Guide | Page 8
BRAND SCRIPT
Call To Action DIRECT •
Book A Discovery Call
TRANSITIONAL OPTIONS • •
Follow Us Online Download our PDF
Customers Do Not Take Action Unless They Are Challenged To Take Action.
Habermehl | Brand Messaging Guide | Page 9
BRAND SCRIPT
Success That Results In
END RESULTS • • • • • •
Home of your dreams Perfect return on your investment Pride of ownership A home for those you love most Comfortable Confident the job is done right
Never Assume People Understand How You Brand Can Change Their Lives. Tell Them
Habermehl | Brand Messaging Guide | Page 10
BRAND SCRIPT
Failure That Results In
HELP THEM AVOID • • • •
Wasted money Forever in a fixer-upper Lack of stability Lack of control
Everyone Is Trying To Avoid A Tragic Ending.
Habermehl | Brand Messaging Guide | Page 11
BRAND SCRIPT
Identity Transformation BEFORE
AFTER
• • • •
• • • •
Overwhelmed Restless Unsettled House Owner
Confident Content/Happy Proud Home Owner
Identify Who Your Customer Wants To Become As It Relates To Your Brand.
Habermehl | Brand Messaging Guide | Page 12
BRAND NARRATIVE
At Habermehl Contracting, we know that you want to be confident with the builder you work with. In order to do that, you need to find an honest and qualified contractor. The problem is that finding the right company in the midst of all the DIY noise can be difficult. This leaves you feeling overwhelmed and skeptical. We believe people deserve a contractor with integrity, that gets the job right the first time. We understand the importance of your investment and the heart behind it which is why we apply over 50 years of quality experience to each build we tackle. Our inclusive proven process promises to never keep you in the dark. Here’s how we do it: 1. Book a consult with us 2. Schedule an onsite visit 3. Build the home of your dreams So Book a discovery call right now!. And in the meantime follow us online. So you can stop wasting your money on low-quality builds and instead relax and put your feet up in the home of your dreams.
Habermehl | Brand Messaging Guide | Page 13
ONE LINERS + KEYWORDS
ONE-LINER (HABERMEHL VERSION) Construction projects can be overwhelming. At Habermehl, we believe people deserve a contractor with integrity. A team that gets the dream just right! With Habermehl, you will stand in the doorway of your dream with satisfaction.
ONE-LINER (ARTCRAFT VERSION) Construction projects can feel overwhelming especially when it comes to hiring a professional to help. At Habermehl, we believe you deserve a contractor with integrity that gets their home right the first time. Stand confident in the doorway of your dream home.
HABERMEHL SLOGAN Together, we create your dream home. Building with integrity since 1963.
Habermehl | Brand Messaging Guide | Page 14
HABERMEHL CONTRACTING
MARKETING PLAN RECOMMENDED NEXT STEPS
STEP 1 WRITE YOUR BRAND MESSAGE
1. Develop The 7 Elements Of Your BrandScript 2. Write Your Brand Narrative 3. Write Your One-Liner
Habermehl | Brand Messaging Guide | Page 13 15
STEP 2 UPDATE YOUR WEBSITE TO REFLECT YOUR BRAND MESSAGE
Your website is your home base for all your marketing efforts. When you optimize your site to reflect your new clear Brand Message and covert visitors to leads, you’ve set the foundation for a smart marketing plan. THINGS TO REMEMBER WHEN WIRE-FRAMING A WEBSITE: 1.
People don’t read websites, they scan them
2.
Your website header should answer these questions in five seconds: i. What do you offer? ii. How can it make your life better? iii. How do I get it?
3.
Use section headers
Habermehl | Brand Messaging Guide | Page 16
STEP 3 CREATE A LEAD GENERATOR
THINGS TO REMEMBER WHEN WRITING A LEAD GENERATOR: 1. 2. 3. 4. 5.
It should add value and give away helpful content for free It should establish yourself as the authority in your field of expertise It should resolve a problem the customer is facing and create a sense of reciprocity It should get an email address It should have an interesting title
STEP 4 WRITE A SALES EMAIL CAMPAIGN
A series of 5-6 emails to send automatically with email marketing software after a lead downloads your Lead Generating Asset. These campaigns run 24/7 and nurtures your lead through the sales cycle. TYPES OF EMAILS YOU CAN WRITE: 1. 2. 3. 4. 5. 6.
Delivery of asset Problem + Solution Testimonial Paradigm Shift 5Overcome an objection Sales Email That Closes The Deal
Habermehl | Brand Messaging Guide | Page 17
MARKETING CHECKLIST
ACTION ITEM
GET YOUR HOUSE IN ORDER
Get Customer Testimonials That Talk About Their Problem You Solved
Meet With Your Team Leaders To Discuss Your BrandScript
Distribute Your BrandScript To Your Entire Team
Feature Your BrandScript Online So Your Vendors Can Read It Use Your Brand Narrative As A Talk Track
Include Your Brand Narrative On Your Sales Emails Add Your One-Liner To Your Business Card, Email Signature, & Socials
Have Your Staff Memorize Your One-Liner
MARKETING NEXT STEPS
Write A New Website Mockup To Reflect You New Brand Message Create A Lead Generating Asset Customers Can Receive For Their Email
Use Your BrandScript To Write A 6-Email Sales Sequence Use Your BrandScript To Write A 6-Email Nurture Sequence
Re-Build Your Website With Your BrandScript & Lead Generator
Set Up Automation For Your Email Campaigns To Get Leads 24/7 Create Social Posts With Content From Your BrandScript
EXTRA
Run Digital Ads To Your Lead Generator
Habermehl | Brand Messaging Guide | Page 18
COMPLETION DATE
HIRE ARTCRAFT TO CREATE YOUR ENTIRE SALES FUNNEL •
WEB DESIGN
•
COPYWRITING
•
LEAD GENERATORS
•
NURTURE EMAIL CAMPAIGNS
•
SALES EMAIL CAMPAIGNS
•
SALES FUNNEL AUTOMATIONS
Habermehl | Brand Messaging Guide | Page 19
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