white and black brick wall

Think of the last movie you watched. Every effective story opens with a character – the hero. So who is the hero of the story as it relates to your business’s marketing efforts? The hero is your customer. Too often, businesses position themselves, their products or their services as the hero. When you do that, you are actually positioning yourself as the weakest character in the story. Think of the confused, unconfident, and scared Luke Skywalker when we first meet him in Star Wars.

You see, your customer already subconsciously knows when they seek you out that they are the hero. But there can only be one hero in any story. So when your customer sees you positioning yourself as the hero, there are only two possible responses – and neither of them are good: fight or flight.

So what role does that leave you with? Well, we’ll cover that in a following episode of the Marketing Minute.

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