Here’s the bottom line: Customers aren’t looking for another hero; they’re looking for a GUIDE.
As I explained in Story Strategy Elements 1: Character, you are NOT the hero in this story. Your customer is. If heroes in a story could solve their own problems, they would never get into trouble in the first place. That’s why, through the centuries, storytellers have created another character to help the hero win. AKA the guide.
Think Yoda and Luke Skywalker in Star Wars, Haymitch and Katniss in The Hunger Games, Mickey Goldmill and Rocky in Rocky.
It’s no accident that guides show up in almost every movie. Nearly every human being is looking for a guide to help them win the day. Brands that position themselves as heroes accidentally compete with their potential customers without even realizing.
Every human being wakes up each morning and sees the world through the lens of a protagonist. The world revolves around us, regardless of how selfless, generous, and empathetic a person we may be. Each day is about how we encounter the world. Potential customers feel the same way about themselves. They are the center of the world. So when a brand comes along and positions itself as a hero, that customer remains distant. They hear us talking about how great our business is and start wondering if we’re competing with them for scarce resources. Their subconscious thought pattern goes like this: Oh this is another hero like me. I wish I had more time to hear their story, but right now I’m busy looking for a guide.
So how can we position ourselves to be recognized as the guide that your customers are looking for?
There are 2 mental triggers that will help us achieve this. Read Utilize These 2 Mental Triggers To Get Your Customers To Recognize You As The Guide They’ve Been Looking For to learn more.
I know it’s more fun to be the main character but if you want your customer to feel empowered to work together so that they can win the day, it’s vital for you to step into the role of the guide who acts as the integral piece of the puzzle to get them to where I want to be.
Click below to learn more about the Story Strategy and the other elements that go into making your brand story irresistible to your audience.
What Is The Story Strategy?
Story Strategy Element 1: Character
Story Strategy Element 2: Problem
Story Strategy Element 4: Plan
Story Strategy Element 5: Call-To-Action
Story Strategy Element 6: Failure
Story Strategy Element 7: Success
Story Strategy Element 3: Guide
JENNA ROTHWEIN
