I’ve been taking Alexandra Franzen’s I Heart Email Course, and one lesson in particular I think can be super helpful for not just your emails, but for your brand as well (which we started talking about this month in Blogkeeping!). It’s a simple formula: Feel + Know + Do. Alexandra says:
When I’m about to sit down + write an email — or any piece of writing, really — I like to start by answering three questions (for myself):
1. How do I want my reader to FEEL?
This will influence my tone.
2. What do I want my reader to KNOW?
This part is my content.
3. What do I want my reader to DO?
This part is my call-to-action.
I’d say you can take this a step further and use these questions to define your brand. Seth Godin defines a brand as “the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one service over another.” In other words, people do what you want them to do (hire you, return to your blog, share with friends) because of how you make them feel and what they know about you.
As I said last week, your brand will grow and evolve the more work you do. Think about what you want people to feel, know, and do right now, and remind yourself of that as you write blog posts, interact on social media, choose design elements to represent your brand, and even meet with people in person. Then ask yourself every once in a while if that’s still what you want people to feel, know, and do, or if you need to make a few adjustments.
What do you want people to feel, know, and do when they interact with your brand?