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.

Nice to Haves (Part 4): Package, Price, and Sell Your Product

117: Nice to Haves (Part 4): Package, Price, and Sell Your Product

Saturday, June 16, 2018 – 1 hour, 1 minute

You’ve come up with an idea, you’ve validated it with your audience, and you know the story you want to tell. Now you have to sell your product.

The process of determining a price for your products can be difficult. Making sure the price is fair but also wanting to make a profit can be an endless cycle, not to mention the costs of actually producing the product itself.

Objectively you need to sell your product, and if you want to sell it you’re going to need to figure out the final price.

In this final part of our four-part series on nice to haves, we’ll talk about things you need to consider before deciding a final price, how packaging plays a role, and what you have to think about between making a product and getting it to your customer.

Nice to Haves (Part 3): Craft a Compelling Story That Attracts

116: Nice to Haves (Part 3): Craft a Compelling Story That Attracts

Saturday, June 9, 2018 – 1 hour, 4 minutes

The worst mistake a business can make when talking about a nice to have product is to define its specifications…and that’s it.

Certainly the features of a product are important, as many people in your target audience might be interested in those facts, but facts don’t sell nice to haves: stories do.

Story is what gives life to facts. It moves people beyond what we can see into what we feel, engaging parts of our mind that process the world differently. The inclusion of story in society is what gives us history and culture. Story is inseparable from life, and as such should be closely tied with your product.

Incorporating story into your copy and description is essential to getting people to care enough about your product to want to buy it.

This episode is the third of a four-part series. We’ll be talking about how build story into your nice to have product and attract the kind of people who will become customers.

./phantomjs generator.js invisibledetails 115 "Nice to Haves (Part 2): Determine the Viability of Your Idea"

115: Nice to Haves (Part 2): Determine the Viability of Your Idea

Saturday, June 2, 2018 – 1 hour, 9 minutes

An idea is just an idea. You can’t market, launch, or sell an idea, no matter if it solves problems or not.

If you want to sell something, you’re going to need to have someone willing to buy it. When it comes to products that are nice to have, you’re already starting with an uphill battle. This doesn’t make it impossible, but there is work that needs to be done.

Unlike problem-solving ideas where you can simply answer the question of, “do people have this problem?” you have to tackle viability from a different standpoint with nice to haves. The questions are different, and the answers can be more complicated.

Acquiring data is one of the most important parts of deciding to move forward with producing an idea. Without data, you’re flying in the dark and hoping that someone will want to buy it at some point.

This episode is the second of a four-part series. We’ll be talking through questions to ask, data you’ll want to collect, and how to better determine if your idea is actually viable.

Nice to Haves (Part 1): The Subjectivity of Value

114: Nice to Haves (Part 1): The Subjectivity of Value

Saturday, May 26, 2018 – 1 hour, 6 minutes

Most businesses are built on a very understandable, palatable concept: find a problem, solve the problem, and sell it to the people who have the problem.

This is a surefire way to make money in the 21st century, because much of the upfront work has already been done.

While many people who want to make a living provide for themselves by solving direct problems, there is a vast number of others who want to make a living doing something that doesn’t solve a direct problem.

How do you come up with a price for your art? How do you determine the value of those snazzy jeans you designed? Why do people spend their money on certain things and not others? What do you do when your product doesn’t provide any sort of monetary return?

This episode is the first of a four-part series. We’ll be talking about the subjectivity of value and how to start on the path to developing a brand based around what some would call “nice to haves”.

Staying Relevant While Staying Consistent

113: Staying Relevant While Staying Consistent

Saturday, May 19, 2018 – 49 minutes

Keeping up with the modern trends can be an arduous task with great reward. Staying in business requires knowing your market and adjusting as things change over time.

On the other side of the coin is the idea of remaining consistent with your brand over the years. You’ve established yourself, you know what you’re about, and you’ve established solid patterns and systems.

How do you balance staying relevant with your target market while not compromising on what your brand is built on?

On today’s show we’ll talk about how to balance the natural evolution of a brand with remaining consistent to your core audience.

How To Look at Your Analytics Objectively

112: How To Look at Your Analytics Objectively

Saturday, May 5, 2018 – 46 minutes

One of the lesser-appreciated but equally important parts of any business is research. Knowing your market, understanding your target audience, and analyzing your current status.

Taking a look at the numbers in any form can feel daunting. The moment you start looking over your site analytics, social media data, or the numbers from last month’s sales, lots of questions begin to spring up.

Knowing how to evaluate the data is a skill that takes time, but it also requires you to disassociate yourself from the numbers themselves, which can also be hard. What do you do when the numbers are less than what you want, or when they aren’t what you had expected?

It’s far too easy to get caught up in the calculations and the math and forget to see the realities of analytics. The “numbers” represent actual people, which is the most important focus.

In this episode, we talk about how we look at the numbers and analytics and how to work on staying objective while studying the data.

Long Term Decisions vs. Short Term Action

111: Long Term Decisions vs. Short Term Action

Saturday, April 28, 2018 – 52 minutes

Any time you start something there is a desire to have that thing find success, whatever level of success that may be. Perhaps it’s completely passive income, making seven figures a year, having a certain amount of clients, or just having enough to do the things you really want to do.

Goals, dreams, and aspirations are all very important. Having a path in front of us helps to determine where we walk and what we do.

There’s a lot of advice out there about envisioning the future, deciding who you want to be and then modifying your behavior to fit that persona. We’re told to decide how successful we want our business to be and then “make it happen”.

While these pieces of advice can be helpful, it also introduces the problem of looking too far ahead and not looking enough at where you are right now.

Having a desire for success is important, but the process of building a brand is not one that grows immediately, and sometimes you have to step back and focus on your short term actions rather than what might happen in the future.

In today’s episode we’ll be talking about the decision making process for your brand, how to make short term decisions based on long term goals, and how to make decisions based on your current business situation.

The Costs of Waiting Until It’s Done

110: The Costs of Waiting Until It’s Done

Saturday, April 21, 2018 – 1 hour, 1 minute

The idea of putting imperfect work out into the world is unpleasant. You know if you worked just a little harder, just a little longer, you might be able to get it to where you envision.

Late nights, tweaks, updates, rehauls and refreshes. The bar for completion keeps getting higher and higher. Deadlines start coming up and the project is nowhere near the level you want it to be.

Sound familiar?

Maybe you’re working on a project and waiting to share it with the world until it’s done. You want to put the finished product on display and share it as people will experience it. You only get one shot at a first impression, right?

There’s a problem with this methodology, and the problem lies with humanity’s incredible ability to move on and move on quickly.

Knowing how to achieve the result of your vision is more important than the vision itself, and on today’s episode, we’ll be talking about how to keep yourself from procrastinating on shipping, why imperfect work can actually work perfectly, and why you may not want to wait until it’s done.

Evaluating Your Brand for Maximum Results

109: Evaluating Your Brand for Maximum Results

Saturday, April 14, 2018 – 54 minutes

If your body seems to be having some sort of health issue, the first thing anyone does is attempt to diagnose it. You identify the issue, sort out the causes and symptoms, and even see a professional if need be.

Many people also have regular checkups with physicians or doctors, sometimes not because anything is externally wrong, but just to make sure everything is going well under the surface.

The process of evaluating something gives you the opportunity to ask objective questions and really get a sense for what is happening “under the hood”. Whether it’s your body, company, brand, or anything else, you now have a framework to get a sense of the health of that thing.

A brand is no exception, and in fact brand evaluation should be part of a regular schedule that you maintain throughout the year.

Without taking a good honest look at the status of your brand, you run the risk of overlooking symptoms of deeper problems that could be detrimental down the road.

In today’s episode we’ll talk about some methods you can use to evaluate your brand, how frequently you should conduct evaluations, and some easy steps to get started without getting overwhelmed.

RSS
Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
Get access to the entire archive with 500+ episodes from the seanwes network.

Become a Member