Make the Customer the Hero
Tell the story with the client as the hero who wins, and you as the guide with a plan.
A popular marketing framework built from screenwriting structure; useful but not tested in studies.
Why it works
People care about their own story, not yours. When you talk about their problem and their win, they lean in. Positioning yourself as the guide shows you have helped others through the same thing.
How to do it
- Name the hero: the client and what they want.
- Name the problem in their words.
- Show you understand, then show you have done it before.
- Give a simple plan in three steps.
- Say what success looks like for them, and what failure costs.
What to say
You want every territory staffed before kharif. The problem is good reps are hired by March. We've helped seed companies in your region do it in three steps.
Here's the plan: we agree the role, you see five profiles in ten days, you pick.
Avoid
Making your firm the hero with your awards, your team and your history. Keep that to one line of proof.
Example
Vikram rewrote his website opening from we are a leading agri recruiter to you need field staff who know dealers. Here's how we find them. Enquiries from the contact page rose that month.
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