1 00:00:00,330 --> 00:00:04,580 You may find the most powerful emotional connection you can make with a brand, 2 00:00:04,580 --> 00:00:07,190 happens when you identify with the mission and 3 00:00:07,190 --> 00:00:09,190 values that drive the people behind it. 4 00:00:10,370 --> 00:00:13,800 I've never been in the market for a wig or hair extensions, 5 00:00:13,800 --> 00:00:17,800 but when I read the story behind Luxy hair, I couldn't help but 6 00:00:17,800 --> 00:00:21,420 be impressed with the positive vibe that they were putting out there. 7 00:00:21,420 --> 00:00:25,890 We believe that everyone deserves to have the hair of their dreams. 8 00:00:25,890 --> 00:00:27,980 And we are a brand that goes above and 9 00:00:27,980 --> 00:00:31,950 beyond providing high quality clip-in hair extensions. 10 00:00:31,950 --> 00:00:33,150 What you also get? 11 00:00:33,150 --> 00:00:38,170 Transparency, value, exceptional customer support, positivity, 12 00:00:38,170 --> 00:00:40,470 confidence, empowerment. 13 00:00:40,470 --> 00:00:44,810 Our mission is to help women look and feel beautiful everyday. 14 00:00:44,810 --> 00:00:45,770 Because we are. 15 00:00:47,170 --> 00:00:48,580 There's a clear voice here. 16 00:00:48,580 --> 00:00:51,320 A woman's voice that's strong and confident and 17 00:00:51,320 --> 00:00:55,280 it's one that clearly wants to share that strength and confidence with other women. 18 00:00:55,280 --> 00:00:59,020 But let's take a closer look here at what Luxy has done here. 19 00:00:59,020 --> 00:01:03,260 They've done what all brands should strive to do with UX content. 20 00:01:03,260 --> 00:01:08,490 They create connection with their target audience by speaking directly to them. 21 00:01:08,490 --> 00:01:09,850 They share their mission and 22 00:01:09,850 --> 00:01:14,830 values, explaining their reasons behind their actions and creations. 23 00:01:14,830 --> 00:01:19,180 And they establish trust immediately, laying out their goals. 24 00:01:19,180 --> 00:01:23,170 Maybe it's their hopes and dreams about what they want to accomplish for 25 00:01:23,170 --> 00:01:24,880 their customers. 26 00:01:24,880 --> 00:01:27,980 Whether you're a big corporation or a two person shop 27 00:01:27,980 --> 00:01:32,450 like Luxy was when they started, this kind of UX content will allow you to 28 00:01:32,450 --> 00:01:36,730 create these connections between your customers and your brand as a whole. 29 00:01:37,790 --> 00:01:40,420 One way to hit a lot of these goals, all at the same time, 30 00:01:40,420 --> 00:01:42,700 is to share your personal story. 31 00:01:42,700 --> 00:01:46,230 We spoke a while back about transparency and honesty, and 32 00:01:46,230 --> 00:01:49,040 how powerful an origin story can be. 33 00:01:49,040 --> 00:01:53,070 Sharing values that resonate with others is a great way to build a following. 34 00:01:54,280 --> 00:01:58,330 Back on the Luxy hair website, they expand on their mission, by sharing Meme and 35 00:01:58,330 --> 00:01:59,550 Layla's story. 36 00:01:59,550 --> 00:02:02,760 These two sisters were prepping for Mimi's wedding day and 37 00:02:02,760 --> 00:02:06,300 she really wanted everything to be special, including her hair. 38 00:02:06,300 --> 00:02:10,510 They looked everywhere for a solution but the quality was always low. 39 00:02:10,510 --> 00:02:13,710 And that's when they discovered many other women had similar needs. 40 00:02:13,710 --> 00:02:17,220 So they started their own company to help women just like them. 41 00:02:18,330 --> 00:02:21,680 Their story is perfect inspiration for their audience. 42 00:02:21,680 --> 00:02:25,280 Customers just like them can identify with the founders and 43 00:02:25,280 --> 00:02:27,970 the reasons why the business is here today. 44 00:02:27,970 --> 00:02:31,250 They'll also trust that Luxy understands their needs. 45 00:02:31,250 --> 00:02:35,870 The quality, the colors, the special styles and the price. 46 00:02:35,870 --> 00:02:40,240 So if you've got a story that shows why you know your customers so 47 00:02:40,240 --> 00:02:42,740 well, it's worth sharing. 48 00:02:42,740 --> 00:02:47,830 It's a lot better than just listing a bunch of beliefs with no real context. 49 00:02:47,830 --> 00:02:53,050 But if you are a brand that lives by a set of well-defined values, 50 00:02:53,050 --> 00:02:55,640 it's worth sharing, as long as you can explain that. 51 00:02:56,640 --> 00:02:58,820 Look at what Saatva Mattresses does. 52 00:02:58,820 --> 00:03:04,020 They list nine points that make up their philosophy, explaining in detail why they 53 00:03:04,020 --> 00:03:09,050 believe in transparency, communication and saving their customers' money. 54 00:03:09,050 --> 00:03:11,970 If they just boiled them down to a set of bullet points, 55 00:03:11,970 --> 00:03:14,390 it wouldn't have the same effect. 56 00:03:14,390 --> 00:03:19,640 The details, written in a conversational style, make the meaning clear. 57 00:03:19,640 --> 00:03:22,370 But of course, words don't tell the whole story. 58 00:03:22,370 --> 00:03:24,100 Seeing is believing. 59 00:03:24,100 --> 00:03:27,120 That's why when you create UX content about your brand or 60 00:03:27,120 --> 00:03:31,360 website, great visuals can have a dramatic impact. 61 00:03:31,360 --> 00:03:33,230 The pictures you choose matter. 62 00:03:33,230 --> 00:03:38,000 The subject of each one should be specific and chosen by design, 63 00:03:38,000 --> 00:03:43,380 which is why stock photos of similar looking things don't have the same effect. 64 00:03:43,380 --> 00:03:45,710 Embrace transparency and honesty here. 65 00:03:45,710 --> 00:03:50,680 If you're going to show a picture of our team, then get together for a picture. 66 00:03:50,680 --> 00:03:53,670 Don't just go on Shutterstock and find the most diverse, 67 00:03:53,670 --> 00:03:58,360 prettiest looking group of vaguely happy, business-looking people. 68 00:03:58,360 --> 00:04:01,590 It's not genuine and your users will know it. 69 00:04:01,590 --> 00:04:05,760 And if you support a cause, or actively work to improve something you believe in, 70 00:04:05,760 --> 00:04:08,190 show the evidence of that as well. 71 00:04:08,190 --> 00:04:11,530 Toms shoes is known for their social responsibility and 72 00:04:11,530 --> 00:04:14,420 they gladly share content explaining their efforts, and 73 00:04:14,420 --> 00:04:17,880 showing the faces of people they're directly helping. 74 00:04:17,880 --> 00:04:20,850 They want their followers to personally know what they're doing, 75 00:04:20,850 --> 00:04:24,820 who they're helping and encourage them to take part. 76 00:04:24,820 --> 00:04:28,760 But if we really want our efforts to resonate with potential customers or 77 00:04:28,760 --> 00:04:31,980 clients, it helps to let our existing customers and 78 00:04:31,980 --> 00:04:34,700 clients do the talking for us. 79 00:04:34,700 --> 00:04:37,815 Why try to figure out the best way to tell our story, 80 00:04:37,815 --> 00:04:40,729 when satisfied customers do it so much better? 81 00:04:40,729 --> 00:04:44,431 When you read these quotes on Gayle Winde guitar straps, 82 00:04:44,431 --> 00:04:50,228 about Gayle's masterful work and personal service, you can't help but be convinced. 83 00:04:50,228 --> 00:04:55,058 These first hand reviews are genuine and when you've actually helped someone and 84 00:04:55,058 --> 00:04:57,368 made a real difference in their lives, 85 00:04:57,368 --> 00:05:02,470 their account will resonate better than any marketing copy ever would. 86 00:05:02,470 --> 00:05:06,610 So whether you've got values, stories, or 87 00:05:06,610 --> 00:05:11,990 testimonials to share, this kind of UX content can help you build trust and 88 00:05:11,990 --> 00:05:15,250 a following that immediately connects with you. 89 00:05:15,250 --> 00:05:16,490 Think of it this way. 90 00:05:16,490 --> 00:05:20,670 If you had two competing brands trying to sell you the same thing, 91 00:05:20,670 --> 00:05:24,670 more often than not, you will choose the one you can identify with, 92 00:05:24,670 --> 00:05:27,390 the one you can make a personal connection with. 93 00:05:27,390 --> 00:05:29,160 By telling your story and 94 00:05:29,160 --> 00:05:33,230 sharing your values, you can make your connections that much stronger.