When an audience engages a brand, they’re on a journey. On a path searching for what they need and looking for the right person to guide them towards it.
No one’s journey is ever linear—it varies from person to person—yet there are always similarities between them. The challenges they face, the failures they want to avoid, the goals they’re striving to achieve… the list goes on.
Those similarities are where brands can step in and guide their audience. Communicating how they’ll help them overcome their obstacles and reach their goals.
It’s an approach that requires generosity.
It's not about convincing. You're not trying to push people down a path they’d rather not travel. You're simply showing them the way towards what’s possible and communicating what will happen when they embrace that possibility.