Tell Your Client's Story - Not Your Own

brand identity brand messaging story copywriting Sep 30, 2021

This week let’s talk about Story Copywriting. 

We are literally hard-wired for story. Companies in this new age of conscious business will do well to use this to their advantage. Story Copywriting is a way to write copy without spending $1000’s on professional copywriting. 

It’s easy, it’s memorable, and most importantly it allows you to stand out with power positioning to those you are here to serve.

There is a common structure to all stories whether it's a Velveteen Rabbit children’s story or your favorite movies.

The most well known story structure is The Hero’s Journey. For marketing, we don't use all of Joseph Campbell's amazing hero journey arc - but a simpler version.

To start with, the customer is the hero in this story - not you. Your brand’s goal is to help your customer’s journey. This is their journey and solving their problems is what you must be focused on.

You should be positioning yourself as the guide with expertise to solve their problem.

Here is how this structure works:

In the story, there is a hero who has a problem. 😩

In searching for the solution, the hero meets a guide who is an expert in solving this problem and sets the hero on a journey into action. 🤓

The result?

Well, it might be success or failure depending on if the Hero follows the Guide’s plan. 🤔

If they succeed, they are free to move forward having solved that problem to be the Hero in their business, the Hero in their own story. 🥇

Tell the story of your ideal customer’s struggles with heart and compassion -- and most important understanding. 💖

Because now they know that you really 'get' them and their plight - and you know how to solve it. Told well, your Hero will recognize you as their person, their leader on the spot. 🙌

You will win them over for your deep understanding of their needs and desires. 👩‍❤️‍👩

(don't we all just want to feel understood?) 😊

Remember: the customer is only concerned with their own journey and with finding a guide to help them with a problem they have.

Here’s a little Brand Story Captivate Test: 

Relax into an empathic, meditative state and bring to mind someone you loved partnering with, doing work for.

Spend some moments feeling into their life, their problems and desires.

Then go to your homepage.


Does the most prominent message you see show a clear understanding of your customer’s problem?

If the answer is ‘no’, then you could be representing your brand as the Hero and missing the most important opportunity to resonate with your visitors.

Are you the Guide? Or competing for the Hero spot? 

If you'd like another set of eyes on your messaging, click here to set up a time to see what's going on!

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