Your business exists because
you help your customers
We know marketing can be overwhelming, but it doesn’t have to be. A few quick steps
show you an easier way to see your business and tell your story. Arm yourself with the
power to create effective, client-driven content to promote your business.
First, let’s bust a marketing myth: your target buyer needs to know how great our business
is in order to buy from us. Wrong. The public needs to see how your business will solve a
problem they have.
The best way to connect with your potential customers is through story. Stories are a
universal human element we all connect with.
Let’s get started.
Who’s the Story About?
The main character of any good story
is the Hero. And in this story, the Hero
is your customer not your business.
Think about who your ideal customer
is, what do they want? The more you
know your customers’ habits, wants,
and needs, the better developed your
story can be.
Step 1:
Define who your customer is. What do they want?
Example:
Meet mike. Mike runs a small managed service IT company. More than anything
in the world, Mike wants the business to succeed and grow.
Understand your customers, their journey, and your power
There’s Conflict
All good stories have conflict.
Someone, or something, that stands
between the Hero and what he or
she wants.
Step 2:
What stands between your character and the thing he or she wants most?
Example:
Adison is overwhelmed by the thought of growing the business. There are many
potential paths to take and strategies to follow, Adison isn’t sure where to start. With
social media or email campaigns. Should the business advertise in the newspaper
or just online? Adison doesn’t know where to start.
The Wise Helper
Typically, the Hero meets the Wise
Helper along their journey. This is
finally where your business comes
into the Hero’s story. You are the Wise
Helper. Gain the Hero’s trust by
proving understanding and expertise.
Step 3:
Example:
Mike finds fiverr.com online. Fiverr understands that growth strategy
and marketing can be overwhelming (understanding).
Example:
Mike is directed to the portfolio pages website and sees they’ve
helped other small businesses (authority).
Expertise: How does your business demonstrate expertise to your customers?
Consider including testimonials, portfolio pages, reviews, etc.
How does your business demonstrate understanding of your character’s conflict?
Gives the Hero a Map
Now that you’ve established your
business as the Wise Helper, what
steps do you give the Hero to help
them get what they want?
Develop the steps you present customers to guide them to achieve what they want.
Pro Tip: Don’t overwhelm your customers, try to keep the list to six or fewer.
Example:
Fiverr, as the Wise Helper to Mike, has laid out a Small Business Package to
make things easier for small businesses. On the webpage, Mike is asked to:
- Sign up for a free, 30-minute Marketing Assessment
- Work with team of experts to create a strategy and marketing plan
- Together, Mike and the business will execute the plan with the team.
Answer Concerns
Customers always have questions.
Is your solution the right one for
them? Is your product easy to use?
How does it integrate with tools
they’re already using? Consider all
the questions your customers could
ask during their exploration of your
business. Answer them below.
Congratulations! You’ve mastered your
business’ story in a client-centered way
What are your customers’ concerns? Your commitment to your customer.
Example:
I’m not going to get the advice I need to
be successful
In our Small Business Marketing Package,
we guarantee three customer satisfaction.
Beauty, make up and life style 