Invisible Details

A weekly show about building a successful brand through story and authenticity.

A brand is so much more than a logo or what is visible on the surface. It's the heartbeat of a company. A brand is about values and the story you're telling.

Join Cory Miller and Kyle Adams every Saturday for clear and practical advice on how to define your brand from the inside out. Connect with your audience and stand out from the competition.

The Key Ingredient Your Brand Needs to Stay On Track

065: The Key Ingredient Your Brand Needs to Stay On Track

Saturday, March 18, 2017 – 32 minutes

Whenever someone uses the saying, “It was right under my nose,” they’re referring to the idea that something was so obvious but they couldn’t see it because they were so close to it. In fact, you can see your nose at all times, but because you’re so used to it, you never realize that you can actually see your nose all the time.

When you’re really close to your business, it’s easy to start missing things because you’re too close to it. It can get harder and harder to maintain any level of objectivity because of the time you’ve spent crafting your brand and putting in the work.

In order to truly evaluate your brand, you need objectivity. You need a way to get a high-level view of what you’re doing so you can make the best decisions going forward.

In today’s episode, we talk about how to get that objective feedback and the importance of realizing you can’t do it all on your own.

Why People Will Pay Extra To Avoid You

064: Why People Will Pay Extra To Avoid You

Saturday, March 11, 2017 – 43 minutes

You’d love if people paid above and beyond your competition to get your product or work with your business. What wouldn’t feel great about someone saying they’d be happy to pay more to work with you?

But what if they said they opposite?

What if someone said they were more than happy to pay extra to not buy your product?

That would feel, well, a little less great.

In today’s show, we’ll talk about how to identify problems that would cause people to want to avoid your brand, and how to address the issue of conflicting values between you and your target customers.

Unscalable Things That Will Blow Your Customers' Minds

063: Unscalable Things That Will Blow Your Customers’ Minds

Saturday, March 4, 2017 – 48 minutes

Everyone wants to scale, whether it’s in profit, audience size, influence, skill, or some other type of gain. Scale prevents stagnation, so in order to remain relevant, you must grow or improve in some way.

How you do business changes as you scale, and the details that were once easy to implement are now much more complicated. Because the nature of your business changes, the ways you interact with your customers and clients must also change.

A lot of companies have had this experience: when they were smaller, they could give every order the care it deserved and treat each customer like they were their only one.

However, as they scaled, and as twenty orders a month became a hundred orders a day, they simply couldn’t give the kind of attention to each order as they used to.

It’s the same if you have a smaller audience. While it was once easy to respond with multiple paragraphs to every email that came in, your inbox sits cluttered and covered with cobwebs because it’s dozens if not hundreds every day.

Aaron Dowd joins the show to discuss how to do the “unscalable”, how to make every customer feel like they’re the most important person to your company, and what the unscalable things do for your brand.

How to Define Your Product's Value (Spoiler: You Can't)

062: How to Define Your Product’s Value (Spoiler: You Can’t)

Saturday, February 18, 2017 – 49 minutes

So who defines what your product is worth, anyway?

If you go back far enough, you’ll find all levels of trade and exchange, ranging from gold, animals, servitude, and more. In more modern times, we use paper, metal, and digital bits as currency to exchange for the things we want.

Business happens because at one point it was agreed between people that a thing had certain value and could be traded for other valuable things.

At its essence, you might say that the value of something is determined by what someone is willing to exchange for it. But is that all there is to it?

Knowing how to price your product can be very complex, so in today’s episode we’re going to talk about evaluating the value of your product and who actually determines what your product is worth.

061: Which Comes First: the “Who” or the “What”?

Saturday, February 11, 2017 – 52 minutes

Have you ever heard the phrase, “What comes first, the chicken or the egg?”

It’s a silly question based on the idea that a chicken has to lay an egg in order for there to be an egg, but the chicken has to come from an egg at some point.

We often do the same thing when trying to figure out what we want our businesses to be.

Some people start with who they want to help and figure out how to do that later, while others start with what they want to do and then figure out who they can help with that.

In today’s episode we’ll look at both paths and how to go about pursuing one if you start with the other.

The Rookie Mistake to Avoid When Marketing Your Product

060: The Rookie Mistake to Avoid When Marketing Your Product

Saturday, February 4, 2017 – 39 minutes

Does it ever feel like you promote your product but nobody cares?

Have you ever launched a product and kept refreshing your browser, excitedly waiting for the sales orders to come in, and a few did but then just seemed to fizzle out?

Maybe you’re just about to start marketing your product, and you’ve spent hours thinking and writing out why your product is the best there is.

I’m going to go ahead and spoil the show for you.

If you’re talking about your product more than you’re talking about the customer’s life as a result of your product, you’re making a mistake.

In fact, if your marketing plan includes a disproportionate focus on the product instead of on your customer, you’re making a mistake.

And it’s a mistake rookies make.

This might seem counterintuitive, but it’s true. In this episode, we’ll be talking about how to avoid this mistake and how to improve your copywriting to boost sales.

The Realities of Transparency and Why It Matters

059: The Realities of Transparency and Why It Matters

Saturday, January 28, 2017 – 56 minutes

The history of business has always moved and evolved from one generation to another. Values change, focus changes, and the way of doing things continues to adapt to the new consumer.

One of the biggest changes that has happened over the last decade or two has been the emphasis on transparency. The general public is no longer satisfied with simply buying products. They want to know what’s happening behind the scenes.

This is why there has been an increase in transparency reports and “drawing back the curtains” of how a business operates. Even huge corporations are not immune from this, and many have found the need to change business practices because their customers are demanding they be held accountable.

Regardless of the size of your brand, it’s important to understand what your audience values, and as the growing trend of transparency becomes more and more relevant, it’s time to think about what transparency looks like for your brand.

In today’s show, we’ll be talking about what brand transparency means, some practical ways to be transparent, and some great (and not so great) examples of brands doing transparency right.

What Are You Building an Audience For?

058: What Are You Building an Audience For?

Saturday, January 21, 2017 – 53 minutes

Do you know why you’re building an audience? Do you have explicit reasons for increasing your number of followers or subscribers? Are these reasons vague in any way?

Building an audience is one of the best ways to increase revenue and grow a business online. It is a method that is tried and true, and while the steps themselves can seem complicated, the goal remains.

But “build an audience” is not the end goal. It is a means to an end.

If you’re building a list but aren’t really sure what you’re building it for, this episode is for you. If you feel like you need to send out tons and tons of emails but it’s not leading to anything and you don’t have any idea of what it could lead to, this episode is for you.

On today’s show we’ll be talking about defining your reasons for building an audience and why the implications of vaguely growing a following without purpose can be detrimental to your brand.

How Do I Reach People Who Are Different From Me?

057: How Do I Reach People Who Are Different From Me?

Saturday, January 14, 2017 – 39 minutes

As much as some people want to deny it, change is part of life. We get older, our physical appearances change, our personalities evolve over time.

The world around us is constantly changing.

But what if you don’t resonate very will with the brand of your own business? What if your customers or audience live completely different lifestyles than you do? What if your competitors or peers seem to have certain ways of doing things that you don’t agree with?

Sometimes you may have to adapt and change with the flow of your business, and other times you may need to fight against the “status quo” and the pressures of changing who you are.

On today’s episode, special guest Cory McCabe joins the show to talk about the idea of maintaining your sense of “self” as you grow and how to protect against the pressures of unnecessarily changing who you are to fit some predetermined mold.

Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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