We all want that brand story that feels undeniably irresistible. A story that effortlessly engages people. A story that inspires and creates a deep connection. So what’s keeping us from such a story? Here are a few of the usual suspects.
You forgot who the hero of your story is
As marketers, we’re eager to get the word out about our offering. The first instinct is to start talking about ourselves and what we offer. We treat ourselves as the heroes of our brand stories. We are not. Those we hope to serve are the heroes.
Put yourself in their shoes. Would you really want to hear an organization drone on about itself? Or would you want to hear a story that centers around you?
If you want your story to feel magical to someone, make it selfless. Make it about those you hope to serve. Help them see themselves in the story. Encourage them. Help them hope. Inspire them.
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You jumped straight to the features and stayed there
There is a place in the customer’s journey where they want to hear about your features, but it’s pretty far in. Before that, they want to know how you can help them take advantage of an opportunity or solve a…
