An article by Reed Dillon
The comparisons are plentiful, Batman and Robin, The Lone Ranger and Tonto, Luke Skywalker and Yoda. Counterintuitive as it might sound, you or your product is not hero of your website. Your customer is the real hero or the star of the show. You are not the main attraction but a supporting actor that helps them along the way in achieving their dreams.
It all begins with telling a story or a narrative. All stories have characters – protagonist help and the antagonist work against the hero. Inevitable conflicts must take place in the story. Interest happens when the hero overcomes steep obstacles to achieve the desired goal or result. The story is about the hero. The antagonist takes form in the conflict, threat or the adversity that the hero opposes. The protagonist is the product that simply helps the hero win against the odds.
The most common mistake companies make in their website is that they portray the product as the hero not the customer. They often make depend on brag statements to support this notion on their website i.e.…
"From the industry’s leader and number one innovator"
"Increase ROI, Maximize Sales, Reduce Overhead through our products and services."
“We are committed to be the best in quality and customer service."
These types of statements do not resonate and are virtually meaningless to your customer. Instead the story should be told from the perspective of the customer.
Product Centric Hero Statement: "We recently saved (Fill in the blank company) a million dollars. To learn more about what our products can do for you call 888-888-8888."
Customer Centric Hero Statement: "In partnership with (Fill in the blank company) they were able to build their client base and increase revenues by a million dollars.
for the rest of the story”
Which statement do you believe and interests you the most? The one where Product is the hero or the Customer is the hero? This approach may sound nuanced but the result is that you are not playing the role of hero your customer is.
Naturally most people relate more easily to the success of peers and see themselves in their place versus hearing boastful stories from companies.
We welcome hearing your thoughts regarding websites and product versus customer based hero language. Feel free to post your questions and thoughts in the comments section below.
ABOUT Reed Dillon - Reed Dillon is the owner of Creative Brand Content, creativebrandcontent.com - a marketing consulting company and Modularhomeblogs.com, a subscription blog service for builders. Reed has spent nearly two decades heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national marketing awards. Contact can be made at firstname.lastname@example.org or by phone at 540-488-2978.
Parts of the blog were sourced from the blog http://www.inc.com/geoffrey-james/marketing-101-make-the-customer-the-hero.html by Geoffrey James