Raise your hand if you’re a Saturday Night Live fan? Anyone? If you are, you’ve likely seen the classic skit from 2013 with Amy Poehler and Maya Rudolph. The two play Betty and Jodi, two moms from the Bronx who dish on everything from the national news to their own families.

One of my favourite Saturday Night Live skits is the one where Betti and Jodi talk about the change in the weather. And of course, since they’re from the Bronx, so the talk quickly turns to Sweata Weatha, a phrase they say about 100 times before ethe skit ends. It’s pretty hilarious.

So Betty and Jodi are actually the inspiration for today’s podcast.

Because here we are – smack dab in the middle of sweata weatha. If you’re listening in from the future, it’s currently fall and there’s a bite the in air when we get up in the morning. So what typically happens is that we bundle up, right? After all, it’s cold out there!

But inevitably what happens in the region of the world where I live is hat by the afternoon, it’s actually warm again – sometimes even hot. And at that point, people start to peel off their layers -- assuming they were smart enough to layer up earlier in the day.

Because let’s be honest: if there’s one thing Canadians know about, it’s how to layer up for the weather.  

But for me, the idea of layering doesn’t stop with fall fashion. I actually find there’s a ton of valuable in applying the concept of layering to storytelling and brand building.

And I’ve even got a fun acronym that I use. Quite appropriately, it’s HEAT: H.E.A.T. And it’s all about moving your brand audience from cold contact to warm lead and finally to hot prospect for your paid product or service.

Let’s take a look at each stage of the HEAT process: 

#1 – Hook Your Audience

#2 – Earn Their Trust

#3 – Address their Obstacles

#4 – Tell Them How You Can Help.

As you move through these four phases, you’ll create a multi-layered brand story that guides your audience along a customer journey that transforms them from stranger to loyal fan.

And if that doesn't make you warm and fuzzy, I don't know what will... 

Until next time, keep owning your story, following your purpose and raising your voice – because the world is waiting to hear your story! 

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SNL Skit: Sweata Weatha - https://www.youtube.com/watch?v=_2PuhzO_whY