A to Z of Business Storytelling: Hero
If you are in a marketing position or you run your own company, you’re likely familiar with the challenge of creating content for your business that encourages prospective customers to convert into loyal, repeat customers.
When we write about our own businesses, it’s really tempting to sit down and write out what we know about best: our own products and services. After all, it’s our job to get the word out about this amazing solution we’ve created for our customers, right?
If only it were that simple! The truth of the matter is that writing content that converts readers into paying clients isn’t, in fact, about our product or service at all. It’s about our buyer, and we want them to feel like the hero of the story.
Instead of listing out the features of your product or the different deliverables that come with your service packages, challenge yourself to think about your customer and how you can make them the hero. What are their pain points that you are trying to solve? How can you make them the center of your marketing narrative?
Here are a few tips or questions/scenarios to consider when crafting your website or campaign content:
What will your buyer feel like when they engage with your product/service?
How will their life improve as a result of working with you or your products?
Are you making them more productive/efficient/organized/healthier/energetic [insert any end result that you’re offering]?
Trust us: making the shift from writing about your products and services is worth the effort. Companies who are customer-centric in their content are 60% more profitable than those who are product- or service-focused.
If you start looking around and some of your favorite brands and stores that you shop with, you may start to notice some nice stories that make you, as the shopper, feel like the hero of your own story. For instance, I love the bags made by Lo & Sons (not an affiliate, just a happy customer!). Their content could be all about the massive amounts of features of the bags, like secret pockets, lightweight design, etc. But the first story that you read is primarily focused on the ways that I win when I use their bags: I’m stylish, I’m a smart traveler, traveling becomes easier and faster. Everything I want!
Writing from the perspective isn’t always hard to do—after all, you already know your target market! But it is likely going to be a different way of writing about your products and services than you’re used to. Give it a try! And, as always, if you need a boost of confidence or some help getting your story out and making your customer the hero, contact our team!