NLC Our Style - V 1.0

OUR VOICE

OUR VOICE In stories, the hero is never the strongest character. They usually face an uphill battle trying to achieve a desired goal and often doubt themselves repeatedly along the way. Enter the guide. Whether it’s Yoda for Luke Skywalker or the Genie for Aladdin, the guide knows the path to success. The guide is the one most equipped to help the hero overcome their challenges. At NLC, we realize our customer is the hero of their own story. Whether its an individual looking for a new career or a utility in need of a training solution, our customers are interested in one thing, finding someone to help them overcome their challenges and find success. As their guide, we know the path to success. Our objective is to gain our customer’s trust and present the path clearly so they are motivated to follow.

A Framework for Success Customers want our brand to participate in their transformation but they will not buy unless we can establish trust and present a simple plan for success. The following framework will help us focus our content.

1. Understand who the customer is and what they want (aspirational identity) 2. Identify what obstacles stand between the customer and their goal 3. Create trust and empathy by showing that we understand the challenges they face

4. Create authority by using our success to prove our competency 5. Present a simple plan or process they can follow to find success 6. Call them to action 7. Present transitional calls to action (campus tour, testimonials, trial offer) for those that are not ready to purchase.

Customers are looking for answers to 3 primary questions: 1. Does this brand know what they are doing? 2. Is investing my time and money worth it? 3. Can they really help solve my problem?

1. Understand the customer

3. Create trust with customer

5. Present plan for customer

6. If not ready to buy, present transitional calls to action

As we create brochures, videos, curriculum, presentations, and all other kinds of materials, remember that we are the guide and our voice should center on our customers finding success.

7.

CENTER your message ON: “WHAT’S BEST FOR THE STUDENT?”

6.

2. Identify obstacles to purchase

4. Prove our competency to help

6. Call to action

CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER

41 NORTHWEST LINEMAN COLLEGE

OUR VOICE 42

CONTENT ADAPTED FROM BUILDING A STORYBRAND, BY DONALD MILLER