Every human being wakes up and identifies as the protagonist in a story. Brands, including personal brands, who begin with this concept in mind when creating their marketing plan, actually get more sales.
Customers wake up as the leading character; as a hero. When a company or individual comes along and plays the role of hero, claiming how they’ve got the best solutions (ie: “we’re the hero”), customers say, “Wow, great, I wish you the best. We have a lot in common ’cause I’m the hero too. Can you step aside, because I’m looking for a guide.”
The result in this scenario is they don’t do business with you.
People do business with those companies and individuals that say, “Tell me your story again? Oh my gosh, I’ve helped a lot of people accomplish what you’re trying to accomplish. Let me help you too. I’ve got these tools and resources that will actually help you.”
Every customer is looking for guide.
Your marketing content should guide customers through the story of a character who really wants something but they have to overcome challenges to get it. In order to determine what that “something” is, you must identify what your customer really wants …and use your marketing to guide them to get it.
When we become customer-centric, we do more business.
Now, this is not to say that you should not be incorporating the story of your company in your marketing. Stories are how we connect emotionally with people and brands. Emotional connections leave a lasting impression and we align ourselves with the stories that resonate most.
If you don’t know how to tell the story of your business, start with WHY.
“People don’t buy what you do. They buy why you do it. The goal is not to do business with people who need what you have. The goal is to do business with people who believe what you believe.” -Simon Sinek
One of the most important things a Guide does in a customer’s life is participate in the transformation of that customer. They help them become somebody better than they used to be. Rather than sell them products, you actually position your products as tools they can use to win the day.
People hunger to live through the story. Companies and individuals can stand out by saying, “Hey we’ll give you some plot points that you can hit to transform and win.” Customers pay attention to this and intuitively place themselves seeing the goal line.
“Giving is the most fun you’ll have with your money. Guiding is the most fun you’ll have with your time.” –Dave Ramsey
I was talking with someone the other day about how women will avoid car dealerships at all costs. This is something that has never changed since the dawn of the first car lot. As a long-time car gal who did what I could (as a Guide) to alleviate that apprehension when I ran dealerships, I believe this avoidance has gone on too long. There is such a huge opportunity for dealerships (and a lot of other companies) to become the guide and transform fear into freedom.
Be The Guide
Guide your customer from a victim into a hero. Show examples through your content of how you’ve guided others.
Help your customers write the chapter in their story that gets them where they want to go…and brings you more business.