I made a big mistake when I launched my new website last month.
When choosing the “Hero Shot” for the top of my homepage, I picked one that featured me speaking, with smaller images of clients over my shoulders.
I wasn’t intentionally trying to position myself as The Hero, but that was the effect.
Big, big mistake.
Shortly after the launch, I learned about Donald Miller’s Story Brand concept, where EVERY marketing message positions the client as the hero.
Very few times in my life have I been struck so hard with the clarity of a new idea.
Prospects don’t want to hear about your business, your tools, your accomplishments.
They want to hear about their hopes, their fears, aspirations, and frustrations.
Your marketing stories have to show them that you understand their challenges and have a simple plan for solving their problems and achieving their goals.
Miller’s method follows the seven-step movie script formula:
- A Character (your client)
- Has a problem (like getting a divorce)
- And meets a guide (you)
- Who has a plan (your service, explained succinctly)
- And calls them to action (Call now!)
- Saving them from peril (not getting their problem solved)
- And bringing them to a successful conclusion (getting their problem solved)
It worked for Luke Skywalker (hero) and Obi-Wan Kenobi (guide), Frodo and Gandalf, Neo and Morpheus, and a thousand others. It will work for your marketing too, as long as you position your client as the hero and yourself as the guide.
If you look at my homepage now, all you will see are photos and videos of my clients. These selected images express the transformational impact Digital Media Positioning has had on their lives, businesses, and families.
A much better story, wouldn’t you agree?
So, who’s The Hero of your current marketing messages?
Send me an email or give me a call (right now!) if I can help you figure it out.
After all, as your guide, that’s my job, right?
Frank Felker
703-982-0984
How many sales are we missing out on because customers can’t figure out what our offer is within five seconds of visiting our website?
Donald Miller | Author of Building A Story Brand
