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In this video, we’ll explore how UX Content can help you introduce yourself to users, whether you’re producing a video to share your values, writing up a corporate history, creating bios for a team, or taking a stand on an important issue.
Website Examples:
Further Reading:
Authentic About Pages: Let Your Brand’s Personality Shine
How Emotions Influence What We Buy
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You may find the most powerful emotional
connection you can make with a brand,
0:00
happens when you identify
with the mission and
0:04
values that drive the people behind it.
0:07
I've never been in the market for
a wig or hair extensions,
0:10
but when I read the story behind
Luxy hair, I couldn't help but
0:13
be impressed with the positive vibe
that they were putting out there.
0:17
We believe that everyone deserves
to have the hair of their dreams.
0:21
And we are a brand that goes above and
0:25
beyond providing high quality
clip-in hair extensions.
0:27
What you also get?
0:31
Transparency, value,
exceptional customer support, positivity,
0:33
confidence, empowerment.
0:38
Our mission is to help women look and
feel beautiful everyday.
0:40
Because we are.
0:44
There's a clear voice here.
0:47
A woman's voice that's strong and
confident and
0:48
it's one that clearly wants to share that
strength and confidence with other women.
0:51
But let's take a closer look
here at what Luxy has done here.
0:55
They've done what all brands should
strive to do with UX content.
0:59
They create connection with their target
audience by speaking directly to them.
1:03
They share their mission and
1:08
values, explaining their reasons
behind their actions and creations.
1:09
And they establish trust immediately,
laying out their goals.
1:14
Maybe it's their hopes and dreams
about what they want to accomplish for
1:19
their customers.
1:23
Whether you're a big corporation or
a two person shop
1:24
like Luxy was when they started,
this kind of UX content will allow you to
1:27
create these connections between your
customers and your brand as a whole.
1:32
One way to hit a lot of these goals,
all at the same time,
1:37
is to share your personal story.
1:40
We spoke a while back about
transparency and honesty, and
1:42
how powerful an origin story can be.
1:46
Sharing values that resonate with others
is a great way to build a following.
1:49
Back on the Luxy hair website, they expand
on their mission, by sharing Meme and
1:54
Layla's story.
1:58
These two sisters were prepping for
Mimi's wedding day and
1:59
she really wanted everything to
be special, including her hair.
2:02
They looked everywhere for a solution but
the quality was always low.
2:06
And that's when they discovered
many other women had similar needs.
2:10
So they started their own company
to help women just like them.
2:13
Their story is perfect inspiration for
their audience.
2:18
Customers just like them can
identify with the founders and
2:21
the reasons why
the business is here today.
2:25
They'll also trust that Luxy
understands their needs.
2:27
The quality, the colors,
the special styles and the price.
2:31
So if you've got a story that shows
why you know your customers so
2:35
well, it's worth sharing.
2:40
It's a lot better than just listing
a bunch of beliefs with no real context.
2:42
But if you are a brand that lives
by a set of well-defined values,
2:47
it's worth sharing,
as long as you can explain that.
2:53
Look at what Saatva Mattresses does.
2:56
They list nine points that make up their
philosophy, explaining in detail why they
2:58
believe in transparency, communication and
saving their customers' money.
3:04
If they just boiled them down
to a set of bullet points,
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it wouldn't have the same effect.
3:11
The details, written in a conversational
style, make the meaning clear.
3:14
But of course,
words don't tell the whole story.
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Seeing is believing.
3:22
That's why when you create UX
content about your brand or
3:24
website, great visuals can
have a dramatic impact.
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The pictures you choose matter.
3:31
The subject of each one should be
specific and chosen by design,
3:33
which is why stock photos of similar
looking things don't have the same effect.
3:38
Embrace transparency and honesty here.
3:43
If you're going to show a picture of our
team, then get together for a picture.
3:45
Don't just go on Shutterstock and
find the most diverse,
3:50
prettiest looking group of vaguely happy,
business-looking people.
3:53
It's not genuine and
your users will know it.
3:58
And if you support a cause, or actively
work to improve something you believe in,
4:01
show the evidence of that as well.
4:05
Toms shoes is known for
their social responsibility and
4:08
they gladly share content
explaining their efforts, and
4:11
showing the faces of people
they're directly helping.
4:14
They want their followers to
personally know what they're doing,
4:17
who they're helping and
encourage them to take part.
4:20
But if we really want our efforts to
resonate with potential customers or
4:24
clients, it helps to let
our existing customers and
4:28
clients do the talking for us.
4:31
Why try to figure out the best
way to tell our story,
4:34
when satisfied customers do it so
much better?
4:37
When you read these quotes on
Gayle Winde guitar straps,
4:40
about Gayle's masterful work and personal
service, you can't help but be convinced.
4:44
These first hand reviews are genuine and
when you've actually helped someone and
4:50
made a real difference in their lives,
4:55
their account will resonate better
than any marketing copy ever would.
4:57
So whether you've got values, stories, or
5:02
testimonials to share, this kind of UX
content can help you build trust and
5:06
a following that immediately
connects with you.
5:11
Think of it this way.
5:15
If you had two competing brands
trying to sell you the same thing,
5:16
more often than not, you will choose
the one you can identify with,
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the one you can make
a personal connection with.
5:24
By telling your story and
5:27
sharing your values, you can make
your connections that much stronger.
5:29
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