Now you may not be the hero – your buyer is

April Sunshine Hawkins is a facilitator of the StoryBrand workshop, keynote speaker, and co-host of the Promoting Made Simple podcast (which has 2 million downloads).

She helps companies simplify messaging and loves teaching industry leaders to leverage the StoryBrand framework to simplify what they need to say.

Continue to find his 3 tips on storytelling, selling what you like, and making the consumer the hero.

1. Drive with what you like.

If this sounds reasonably too similar to Liz Gilbert’s sermons in Devour, pray, lovesuffer with me; It relates to promotion and advertising.

Not “do what brings you some crucial money”… Just do something for the fun of it. Easy and simple.

“You wish to have to sell the products that send you one of the crucial emotions. Why do you push something you hate doing? Don’t do it,” Hawkins tells me.

“I know a large number of other people, particularly in the SME sector, who are in trouble because they have sponsored themselves to sell something that they don’t actually like selling,” he says.

This does not indicate that you want to avoid offering only these products, especially within the tournament that keeps the lights on.

On the other hand, while you care about what you’re selling, Hawkins says, your consumers can actually feel it. Lean into the stories or values ​​that most influence you, and you’ll be able to find yourself connecting more deeply with your target market.

Now how do I find a job discovering romantic comedies and eating frozen margins?

2. Your buyer is the hero. Not you anymore.

Hawkins sees that too many marketers position their emblem as heroes, and says it’s easily one of the biggest mistakes marketers can make.

“Everyone wakes up as the hero of their own story. Your consumers, the parents you strive to attract… The story will have to be about them.”

Simply put, you’re not Batman now: you’re Alfred.

Let’s take a modern example: Hawkins just worked with a jewelry brand that creates products in Malawi and pays its employees 3-5 times the minimum wage. Of course they wanted to shout it from the rooftops. Who wouldn’t do it now?

Then again Hawkins stepped in and realized that the brand shouldn’t be the hero. The patron is.

“We rewrote the sales campaign to ask, ‘How can the pieces help other people reach a fun milestone, like a promotion, an anniversary, a birthday?’

Impulsively, the jewels were not simply jewels; it has turned into a badge of the big (and small) moments in a shopper’s life.

Have you ever landed on an Internet web page and read the few main sentences and concepts, Wow, is there this particular person in my head? That’s the end game: making your consumers, in fact, actually feel like you understand them.

“When we can position our products in line with what our consumers feel, it creates that ‘ding, ding, ding’ 2nd: ‘This is me! This is for me!’” Hawkins says. “This is what we are looking for.”

3. Promotion is all about storytelling.

April Sunshine Hawkins is, for this reason, exactly what you would expect: vibrant, warm and exceptionally happy.

He also loves really good stories, which is why he works for a company (StoryBrand) this allows companies to refine their messages through the use of a framework provided.

“It’s just nice to have some structure to talk to, so if you end up saying, ‘Oh no, there’s a blinking cursor again.’ What should I say?’ You have a structure from which to start the artwork,” he tells me.

This is the idea of ​​information: as marketers, we won’t always have to reinvent the wheel. If the promotion and advertising are actually simply storytelling, then it’s very important to consider your message with the equivalent method by which you might write a unique: with a hero, a surmountable disadvantage, and a triumphant completion.

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