Last week I ran a brand messaging workshop with a client, and something clicked for them that I think might help you too.
People tune out when you talk about your company as the hero. You need to be the guide.
You’re not actually the hero in this story. Your client is. Help them succeed.
If you’re curious what I mean, then read on below or click the video to hear me break it down! ⤵️
If you haven’t heard of this before, the hero’s journey is a common template used in almost every story. It’s a helpful framework for helping your clients. You are the guide on their adventure, assisting them with their own problems.
When you lead with how great your product or service is, people tune out. But when you speak directly to the issue they’re facing, and how you can help, they lean in. It’s a small mindset shift, but it changes everything.
As a previously certified Storybrand Guide, it was a blast to lead this workshop. If you’re curious about doing a similar messaging workshop for your own business, let me know!
A Few Quick Tips
Here are a few quick marketing and website tips:
- Include on your homepage a section containing the main problem your customer is facing
- Use customer language in your site copy. (Write out what they would search for, not what you call it or insider jargon)
- Ask yourself before you send another marketing email or launch an ad campaign, “Does this speak to an actual pain point?”
