There’s a compelling idea in marketing that the story you tell should be all about your customer. That your customer should be the sole hero of the story, achieving some transformation by following a magic formula, and finally deciding to buy your product.
My problem with this idea is it’s too simplistic.
Yes, everybody sees the world through the filter of their own story, history and experience. But we’re also nosey parkers who love to collaborate, gossip and share.
As long as you can show how it relates to them, people are more interested in your story than you might think. You’re probably doing your audience a disservice by keeping it under wraps.
The key challenge is knowing which parts to tell, and which parts to leave out. Not all of your story overlaps very well with your audience. Not all of it will link nicely to a sales message.
It pays to get a third opinion on this. Usually, you’re too close to your story to know which parts to share.
If you can join me in Sheffield in January, I’m running a live event to work through this in person. You’ll come away with a complete content marketing plan, and at least one story you can test in your marketing straight away.