am_i_self_centered_tshirtIs your marketing you-centered?

Huh?  What does that mean exactly?

Last week I shared about your ‘about page’ and how changing the perspective of your page from about YOU to about THEM will transform that boring page into a conversion hot-spot and I wanted to build upon that premise a bit here.

Unfortunately most small businesses and entrepreneurs ARE self-centered in their marketing.  It seems like they’re approaching marketing like a bad selfie. 🙂  “Hey, look at me… Here’s a pointless picture of ME taking a pointless picture of MYSELF that YOU don’t care about” :).

Home pages look like long spiels about how awesome YOU are and what an expert YOU are all the while repelling visitors by the droves.  As I shared last week (if you didn’t see that post click here to read it) online peeps are constantly tuned into WIIFM (what’s in it for me) radio.  They ONLY care about you, who you are and what you do when it applies to how you can help THEM!  I know this may sound terrible, selfish and blah, blah, blah, right?  But it is 100% the truth and until you get this and make the shift your business will suffer.

So let’s start with a principle that is getting a lot of buzz right now in ‘online marketing world’ 🙂

Story Telling

True, effective marketing tells a story. It takes your visitor, reader, or prospect on a journey. The story carries your visitor to another place and allows them to connect in a real world way to you, your product or service. The human mind is wired to follow and desire stories. As marketers, we tell stories because our customers demand it. Period. There is no arguing this.

As humans, when we are given the opportunity to go to another time and place by learning of someone else’s experience — we’ll gladly and patiently wait, ticket in hand, for the story to begin…

Stories have the power to bridge gaps, remove barriers and connect with people on a much deeper level. No one wants to be sold to, right? But we do want to connect and share in the experiences of others, especially where that experience can take us from where we are now …beginning of the journey {story}… to where want to go… {conversion opportunity}…

Almost every popular and powerful story follows a common premise. From Star Wars to Harry Potter and even ancient stories each one follows something called the “Hero’s Journey”…

Wikipedia, defines the central idea of The Hero’s Journey as this: “A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons (great gifts) on his fellow man”

Weaving a real life story into your marketing is tantamount to real, lasting success. Robin and I went from selling trash on Craigslist to over 6 figures (we actually hate the whole “want a 6-figure biz” marketing lingo I’m just illustrating a point) in less than 18 mos.

Along the way we found we were pregnant with our first child all while being dead broke and trying to fund our dream. We went out on trash nights, in the freezing cold we would put socks on our hands to keep them warm (we live in FL, we don’t own gloves, haha), we poured every penny we made into moving our biz ‘online’ and getting a website, mix all that hustle together with some awesome hands-on marketing real-life education we got along the way, and voila.

This story is the condensed version, haha, but it’s real and it connects with almost everyone who hears it.

But you see it can’t stop there. The “Hero’s Journey” isn’t just “Hey we’re amazing and we rock. Look what we did”… no, no, no!

The story ONLY matters when it can help your prospect move from where they are currently to where they want to be (where you are now)…

If you position the story in a way where you look special, extra gifted or talented then you create the idea that your results or experiences are only for the select few and therefore NOT really attainable for the “average” person.

Now this principle is applicable to EVERY element of your marketing; email, social media, webinars, sales pages etc. 

We teach ALL of our clients how to hone in with focus on the one benefit or result their clients and customers will get.  Applying this same principle laid out in ‘story-telling’ above everything MUST hinge on WIIFM.  Your offer, your email marketing, your webinars etc.  It ALWAYS has to be about them, what they will get and why IT matters to THEM!

So now it’s your turn!  What’s in it for YOUR prospects!

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