5 Keys to Making Your Customer Feel Like A Hero (2024)
Have you heard? There’s a plot twist rewriting the entire story of marketing. It’s like a breath of fresh air.
(Warning: this post is only for those who want to become a customer magnet.)
It requires a massive shift in your thinking.
Old-school narratives exalted brands as the Luke Skywalkers of the business world. It's 2024. Time to pass the lightsaber to the real heroes - people who need to conquer something troubling them.
Think about it. Ads and marketing tricks bombard us continuously. It’s exhausting. We’re yearning to be seen, heard, and celebrated.
We don't just want to buy; we want to embark on a journey.
So, make the shift. Product-centric to customer-centric. Where the customer is the hero.
It’s a powerful strategy. And we thank Donald Miller for his vision, where 'the customer is the hero' isn't just a tagline; it's the heart of your brand story.
How do you become the author of a story instead of a salesperson?
That’s what you’re about to discover.
1. Every Hero Needs A Sidekick
Ever noticed how, in every great story, the hero has a trusty sidekick? Where would Batman be without Robin?
Now, imagine your product in that sidekick role, supporting your customer, the true hero of the story. It's a game-changer, right?
This approach flips traditional marketing on its head. Instead of boasting about your product's features, focus on how it empowers your customer.
Say you're selling a fitness app. Don't just brag about its features; show how it helps John, a busy dad, run his first marathon.
“Success is not delivering a feature; it is learning how to solve the customer’s problem.”
Eric Ries, The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses
Spotlight your customer's achievements, with your product playing a crucial supporting role.
How about taking it one step further? Make them feel as if you see them.
2. Every Hero Needs To Feel It’s Personal
Ever get that “second-sense” feeling that a brand just “gets” you?
That's personalized marketing at its finest. Personalization is about imagining each one of your customers walking a unique journey.
Your job? Create a journey that’s been tailor-made for them, intended to lead them to discover something incredible.
Steve Jobs said, “Some people say, ‘Give the customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do.”
Commenting on this quote, Jason Aten from Inc. tells us to consider that your customers may have no idea what they want, but they definitely know how they feel about the thing you just built.
Let's say you run an online bookstore. Instead of generic recommendations, your site suggests books based on past purchases, browsing history, even the time they spend on certain genres.
Suddenly, your customer feels like the protagonist in their own literary adventure. It's like being a mind-reader instead of a pushy salesperson.
Business creators (that’s you) have the potential to solve every problem in the world. Yes, even you. Let’s talk about how you empower success.
3. Every Hero Needs To Succeed
There's something compelling when you see someone succeed. It's inspiring, right?
Isn’t that the magic you aim for when you think about your customers?
It's not just about showing how great your product is; it's about showcasing how it helps real people achieve real things.
For example, describe the horror of the businesswoman who discovers in the middle of an important presentation that her black skirt is covered with her beloved cat’s hair.
Voila! Enter your incomparable pet hair remover requiring a simple wrist twist before she leaves home, and she’ll never have to feel embarrassed in public again. She’s a hero when she uses your product!
Or, imagine you're selling a language-learning app. Share stories of people who've used it to reconnect with their heritage or land a dream job abroad. They’re empowered to live their dream.
It's about showing potential customers that if they can do it, so can you.
What’s next? How about including them in an adventure?
4. Every Hero Wants To Choose His Own Adventure
Remember those 'choose your own adventure' books? That's the kind of engagement you want in your marketing.
Interactive, immersive experiences make customers feel like they're part of the story, not just passive spectators.
The article “The Psychology Behind Immersive Experiences” says,
“It is a beautiful way to interact…and people often find the experience profound, conjuring up emotions and memories they didn’t think would surface.”
For example, a home decor brand could use AR technology to let customers visualize how a new sofa would look in their living room. It turns a mundane shopping experience into an exciting, hands-on adventure.
It's not just about buying a sofa; it's about creating a space that feels like home.
Speaking of home and stories, read on.
5. Every Hero Wants to Be A Co-Creator In Their Own Story
Ever dreamt of being a part of something bigger? That's the allure of co-creation.
Customers who contribute to your brand story invest in a way no ad campaign can achieve.
Crowdsourcing is one of the most famous methodologies of co-creation. It’s the process of gathering essential information for a task. A company like Lego uses a crowdsourcing platform that receives suggestions from more than one million consumers and fans.
Asking for input, ideas, and suggestions creates a sense of value for those you include. And it provides you with ideas you may have never considered.
So, say you're a craft beer brewery. Why not invite your customers to vote on the next flavour?
Or better yet, host a competition for the best homebrew recipe. It's about making them feel like they're part of your brand's journey, not just bystanders.
There are many more ideas to come in future blogs. The world is an endless library of stories about the people you serve. Juice up your own enthusiasm by opening your eyes to all the possibilities.
You Have the Power
So, where does this put you at this moment in your own story? At a crossroads.
One path leads back to the same old marketing strategies. Safe, sure, but let's be honest, it's a bit like reheating last night's pizza – it fills the gap, but it's not exactly thrilling.
The other path? That's where the magic happens. It's uncharted, a little daunting, but oh, so worth it.
One step, and you’re into the realm of storytelling where your customer is the hero.
Their struggles become your mission. Every interaction is a chapter in your customer's personal legend, and you help them win.
From selling to inspiring. Your brand becomes more than a logo – it’s a catalyst for dreams.
This is what I do. I solve the pain of the muddy confusion of marketing and write the story of your business focused on your customer's journey. A catalyst for dreams, making my heart overflow. Seeing my clients thrive as master marketing storytellers.
Ok. Go out there and show the world how your product in their hands will bring out their inner hero.
Do this, and they’ll be with you for life.