Who Wears The Cape In Your Relationship?

You don’t have to be a writer to know that every good story has a hero.

From The Terminator to Frozen to Lord of the Rings, who the hero is can vary widely but the one defining aspect of a ‘hero’ is their ability to overcome an obstacle (be it internal or external). It can be as simple as realizing the true love of sisterhood or as difficult as throwing a ring into Mordor.

Marketing content is no different. It demands a hero to be compelling.

But a lot of businesses—and this may include yours—are confused about who plays the hero in their story. And without that vital part nailed down, their marketing lacks the ability to resonate with its audience.

So, who exactly is the hero in your brand story?

Here’s a hint: it’s not who you think it is.

Here’s another hint: it’s not you.

Many businesses work off the belief that their product or service will save the day and make the customer happier, healthier, and heck, maybe even hotter.

That belief is at the heart of entrepreneurship, and probably what got you to where you are today. And while all those glowing product features may be true—when you make yourself the hero, your story—and your product—never sells as well.

Why?

Because the customer is always the hero.

You’re not solving their problem; you’re helping them solve their problem. After all, it’s Ironman who saves the universe—not his suit (and it’s a kickass suit).

Ultimately, every customer is starring in their own personal movie where your business gets the chance to play a walk-on part—or if you’re lucky, a supporting/recurring role.

So, approach every piece of content with your customer positioned as the hero. Figure out what obstacles they’re facing in their daily lives and talk about how they can solve them and what results they’ll reap with your help.

With Nike, we find fitness and confidence. We never hear about the shoe specs because we want to be inspired.

Huggies brings moments of peace and comfort to the harried life of a parent. Absorption rate and scientific strides made in diaper R&D aren’t pulling at any heartstrings (or opening any pockets).

That means saying goodbye to a heavy focus on product features and placing the spotlight on your product’s benefits—and ultimately how those benefits will help the hero improve their life as they go about their day, fighting all their other battles, large and small.

In the end, you might just get a credit on Instagram or Twitter.

Written by: Rebecca Collins