It’s nearing the end of the year and fatigue for business owners and their teams is at an all time high. The holiday season can also evoke a lot of emotions and expectations. Which is why we thought it would be timely to chat to Kim Houdebine Benjamin, a coach who uses Human Design to help us understand ourselves and those we care about on a much deeper level so that we can have more fulfilling relationships.

Whether it’s with your partner, your kids, your colleagues, or even your business, we know it often starts with the relationship we have with ourselves.

This chat is an opportunity for listeners to check-in on their relationships with and within their business, those most important outside of their business and most importantly, their relationships with themselves - all of this, from the context of Human Design.

Learn more about Kim’s work and your own Human Design chart at www.kbhcoaching.com/hdchart

In our previous episode, we talked about how to create personas that represent your intended audience. But what next? How do you use what you know about your audience to communicate in a way that really resonates with them and helps them connect what they need with what you’re selling?

Brands grow through emotional resonance. At the heart of great brand messaging is a true empathy for the humans you’re here to help. When you start with empathy, you can offer relevant solutions (not sales spin), alleviate rather than agitate a problem, connect rather than coerce and pull people towards a decision that’s right for them (rather than pressure them through potentially unethical techniques).

In this episode, we’re talking about why leading with emotion creates the connection you need to sell, how to understand the emotional drivers behind purchasing decisions, and why storytelling will be one of your best brand assets.

Without knowing your audience, you’re shooting in the dark. It's essential for your marketing, messaging, and product development. As the adage goes: if you’re marketing to everyone, you’re marketing to no one. Really understanding your audience goes beyond demographics - especially in an increasingly diverse world. In this episode we’re talking about how to craft effective, inclusive brand persons (or buyer personas) by digging into the psychographics that drive decisions and avoiding bias and stereotypes.

And if you want to grab that free persona workbook we mentioned in this episode, visit www.markmywords.co.nz and hit the ‘DIY copy resources’ tab.