Be More Yoda - making your customer the hero
Let’s talk about storytelling …
Storytelling is a fundamental human experience that connects us. A good book becomes dog-eared, a great movie is watched repeatedly, and we eagerly recommend both. Listening to friends regale their tales allows us to understand more about them as a person, strengthening our bonds and deepening our friendships. You can’t beat a good story.
In marketing, storytelling isn’t just about selling a product or service – it’s about trying to create an emotional connection with our audience. When customers see themselves as the hero of the story, they are more likely to engage on a deeper level. Studies show that customers who like a brand’s story are 55% more likely to consider buying from the brand in the future.
Whenever I talk with clients about positioning themselves in their brand story, I use my favourite Star Wars analogy – Luke and Yoda.
Luke Skywalker’s journey from a farm boy to a Jedi Knight is a classic hero’s journey that’s resonated with audiences for years. He starts with a call to adventure, faces trials and tribulations, battles the dark side, and ultimately achieves his goals.
Yoda’s role in Luke’s journey is crucial. He provides wisdom, training, and support, helping Luke unlock his potential and become the hero he was destined to be.
Let’s look at the story from a marketing perspective. Your customers are on their own journeys, so ask yourself how your brand can play a pivotal role in their success. How can you offer expert advice, resources and support? How can you guide them to achieve their goals? Positioning yourself this way builds trust and establishes your brand as a valuable part of their story.
Here are my top 5 tips to make your customer the hero of your marketing stories:
- Flip the pain points – Identify your customers’ specific challenges and clearly demonstrate how you can effectively address these issues, transforming problems into opportunities.
- Create relatable characters – Develop personas that mirror your audience’s traits, making it easier for them to see themselves in your stories.
- Showcase your expertise – Position your brand as an authority in your field by providing expert advice, resources and insights that your customers can rely on.
- Highlight customer success stories – Share testimonials and case studies that celebrate your customers’ successes and emphasise the role your brand played in their journey.
- Engage emotionally – Use a tone of voice that resonates with your audience’s dreams, fears and aspirations to craft narratives that create deeper connections.
Ready to be more Yoda? Let’s get cracking.