What's Your Unique Brand Voice?

The one hot line that sells every time

Did you know you only need one hot line to attract the right customers and get them to buy from you … almost immediately?

Worded the right way, that line will sell every. single. time. Guess what it is?

I’ll tell you it makes zero mention of your products or services AT ALL. It’s called your “Success Statement” and it may just be the most important piece of your brand narrative – next to your overall mission. Here’s why it works:


A “Success Statement” sums up – in 10 words or less – the “success” someone can expect to experience once they buy from you.


It paints a vivid picture of something really important that more marketers should focus on: The transformation. 

All customers expect to experience a certain kind of transformation when they purchase your products or services. Whether it’s a $3 tube of toothpaste or a $3,000 online course, they want to know how their lives are somehow going to be made better afterward. And it’s not all surface-level either. You’ll need to put some emotion into this statement if you really want to persuade someone to press that “SHOP NOW” button.




Let’s say you sell a line of natural cleansers and conditioners for curly hair. On the surface, your customers expect to have more moisturized and defined curls. Dig a little deeper and you’ll find that beyond the surface, they really expect to feel more confident and assured in their natural beauty. That emotional expectation is what your Success Statement must speak to. So it could be something like … 

“Love Every Moment of Your Hair Journey.”

or something with slightly more punch …

“Beauty, On Your Terms.” 

Your first step is to determine what your customers are really looking for, then let them know what life looks like once they find and buy into your brand’s version of delivering on that.  


Here are some success statements that sell:


“Love the way you feel under each and every look.” – Thirdlove

“It’s you – just more beautiful.” – Heat Free Hair

“Save Money. Live Better” – Walmart (For the record, I hate everything about Walmart, but their Success Statement sells so I’ll throw it in here.)

“Prepare your child today to thrive in tomorrow’s global society.” – Kids and Culture Camp

“Be Bolder.” – Marie Hunter Beauty


Start by asking yourself THESE QUESTIONS.


(If you’re an e-commerce business owner)

How does [enter your bestselling product] make our customers feel after using it?

What key emotional benefit do all of our products deliver on? (i.e., confidence, assurance, relief, etc.)

What key themes are coming up in our testimonials?

(If you’re a course creator or service provider)

What will my students be able to do once they complete my online course or program? 

What understanding and knowledge will my community be better equipped with moving forward?

How will my clients feel once this project is complete and I’ve transformed their [website, product packaging, interior design, brand identity, etc.]?


Let’s see how vivid of a picture you can paint to attract your target customers. Remember, 10 words or less is all you need in your Success Statement.

Share your ONE HOT LINE with me in the comments below! I would LOVE to hear it!

How to Use Story to Create a Magnetic Brand Experience with Kimberly Smith of The Brown Beauty Co-Op (Podcast Episode)

I remember during our final branding engagement call, she said she wanted to open a store.

A real-life store.

A brick-and-mortar sort of situation.

Something that would require actual foot traffic in 2018.

To be honest, I thought she was crazy.

A new brand with not enough research on its customer base, an e-commerce destination that needed attention in order to grow, and (what I believed to be) a beyond risky brick-and-mortar environment in Washington, DC couldn’t possibly survive that kind of premature endeavor.

At that moment, I forget what kind of women I serve. I forgot how visionary the CEOs are that entrust me with their brands. After all, their steadfastness and snappy “yes’s” and “no’s” are the reason we vibe.

Kimberly Smith, founder of Marjani and co-founder of The Brown Beauty Co-op proved me wrong. In fact, she exceeded what I would expect of any brand in its infancy.

She opened that store. It’s fabulous.

Marjani, the brown girl beauty authority e-commerce business gave birth to the in-store collaborative venture that is The Brown Beauty Co-op.

And let me tell you, the experience created beyond those two doors in Dupont Circle couldn’t be classier of an example on how to tell a story, in real life #IRL.

In this week’s episode on The Share, I sat down with my client, friend and breakout beauty innovator to learn exactly how she transferred the magnetic brand story of her e-commerce brainchild into an in-store experience that has – in less than 18 months –  brought brown girls from everywhere together to celebrate their beauty and “Be the Possibility.”  

TUNE IN NOW to to Episode 03 on The Share to learn “How to Use Story to Create a Magnetic In-Store Experience.”

In this episode, you will learn …

-How to set an in-store mood that reflects your brand story and connects with your target customers’ shopping expectations

-How co-founder Kimberly Smith stays true to the Marjani brand voice offline through its employees, in-store signage, decor, and its sales approach

-Why it’s important for small businesses to partner with each other and the benefits they both can achieve from being “on the shelf” and “on the ground” with their target audience

-What Marjani’s core brand promise, “Be the possibility” really means to its founder and the customers it aims to serve in its in-store environment

Click here to listen in on our candid conversation and get inspired to exceed your industry’s (or your consultant’s) offline expectations!