You Are Not The Hero
You are not the hero of your story.
The second area of the Donald Miller Storybrand book that goes against most common thought when creating marketing for your business is that when writing copy about your business, your copy should not be about you.
Using the Storybrand Framework, you are not the story’s hero.
Instead, your customer is the hero. You are the Guide.
Think of it this way.
You are Yoda, not Luke Skywalker.
Remember that constant need we all have to survive?
The visitors you get to your website are each living within their own
story. They are individually in search of survival in their own life.
And trust me, for all people, there is only room for one hero in their story, and as I like to say “you ain’t it.”
So, knowing this, when you are writing copy to persuade someone to become a customer, you should talk to them in a way that relates to their story. Introduce yourself and your business as the guide they can trust. You are the one who can lead them to success and help them overcome any obstacle in their way, allowing them to survive and thrive. Once they trust you, they will be more likely to listen to what you say.
You can imagine that realizing your customers’ story can have a big impact on how you communicate with them and what you do when developing marketing materials. But can you really know their story?