Why Your Customer Should Always be the Hero
One of the biggest mistakes that companies commit these days is making their brand all about them. But surely brands are all about the people who built them? The ones who care so much about their success and know every single thing about them, inside and out?
Nope.
Your brand is all about your customer. THEY are the hero of your story. Think about it. Every person on this planet is the main character in their life. As much as they can be compassionate and care about others, their number one priority is to succeed themselves.
When they’re looking for someone to help them with something, they aren’t interested in YOUR story, certainly not in any level of detail. They don’t care why you started your business, they don’t care about your education. They just want to know that you can do the job and do it well, so that they can succeed.
The last thing your prospective customers want is to have to work to get an answer. If they land on your website and it isn’t immediately clear what you do and how you can help them, they’re likely to leave it and go to one of your competitors. Not ideal.
How to make your customer the hero in your content
At this stage, I’d urge you to go and do a bit of nosing around a few company websites. On their homepage, do they make it really clear what they do and the answers they solve? Do they put the reader right at the centre of their proposition?
If not, then they’re not positioning their customer as the hero in their story.
Let’s take my business as an example.
The introduction on my homepage says, “Making your ideas a reality. I help business leaders refine their messaging, connect with their customers and attract new business.”
In this paragraph, I have singled out their issue and answered their need.
In comparison, I could have said, “I am a copywriter with over a decade’s worth of experience in the marketing industry. I love working with clients to create exciting content that their audience loves.”
While I still explain what I do, a lot of people will read that and think “that’s great, but what about me?”
You need to really understand the problems that your audience face and how your product or service has been designed to solve it. Take some time to think about what it is that they need first and foremost, and then put this right at the heart of all your communications.
Getting started
One of the most common complaints that I get from my clients is they just have no idea where to start when it comes to writing compelling copy for their business. But this is where I come in!
I offer a range of services, from full content audits and website rewrites, to blogging and social posts. I do all the hard work for you, so you can be sure when visitors land on your website and social pages, they’re getting exactly the information they need.
If you’d like to find out more about how I can help your business, get in touch today.