Every great story has a hero. Make your customers the HERO.

The character that helps the hero win the day is the Guide in the story. In Star Wars, this is Yoda and Obi-Wan. The Guide in the Matrix is Morpheus. And in Thor, it’s Thor’s father.  

Your Marketing Story

In your marketing story, you should be the guide. And your products or services allow your customers to be the hero.  

One of the primary reasons that most marketing doesn’t work is that most business owners only express how they are the star of the show. It is common to believe that people buy their products or services because of how amazing their company is. But instead of competing with our customers for the role of hero, the best thing to do is empower them to be the best hero they can be. 

Your Audience 

Your audience needs to know what’s in it for them, not just the facts. Great storytelling isn’t complicated – it’s all about being authentic and communicating how your product or service can help people in real-world scenarios.

  • Know the problem your customers are experiencing 
  • Tell them how you are going to solve their problems
  • Make them believe that you know what they need or want
  • Connect with them emotionally by being supportive and empathetic
  • Provide specific examples of your current customers’ successes

Storytelling is the best way to get your business noticed and strengthen engagement with the public. When we hear or read a story that we can personally relate to, our interest level rises much higher than just reading facts about products or services.


Our goal with marketing should be to help our customers “win the day.” Stories stimulate imagination and passion, encouraging your potential customers to see themselves feeling good about owning your products or using your services. Specific product information and details of your services are important to the final purchase decision, but a great story will grab their attention.  

According to HubSpot’s – Ultimate Guide To Storytelling, good stories include these elements. They are

  • Entertaining: Keep the reader engaged and interested in what’s coming next.
  • Educational: Stories spark curiosity and add to the reader’s knowledge bank.
  • Universal: They are relatable to all readers. It taps into emotions and experiences that most people undergo.
  • Organized: A good story follows a succinct organization that helps convey the core message and helps readers absorb it.
  • Memorable: Whether through inspiration, scandal, or humor, good stories stick in the reader’s mind. 

It is very common for us to brag about our products or services. But the best way to create customers for life is to let them know how you are helping them. The sooner you understand that your customers really care about how your business can help them solve a problem, make their lives better, and be the hero, the sooner you will win.  

Need help telling your story? Contact the professionals at The Belford Group. 479.443.9945.