How to Treat Your Customer Like the Hero 

Every great story needs a hero. The person that the entire plot of the story eventually evolves around. When it comes to brand and business communications, the mistake so many companies make is putting themselves in the position of the hero. Talking about how good they are, how many awards they have, how much money the business makes, boasting about products round the clock or even the size of their team. The important thing to remember though, is that while you’re perfectly within your rights to bang your own drum from time to time, the real hero is your customer.

So many businesses are guilty of focussing on themselves instead of using the valuable messaging space on their website and their advertising communications to address the customers needs, feelings and over all look to solve their problems.

After all, you could have the most impressive business and the absolute best products in the marketplace, but if you fail to communicate to your audience of potential customers how all of those accolades can work to better their lives and solve their problems and fill their needs, you’re not communicating to them effectively.

Put your customer front and centre

The next time you begin to write web copy or a digital advertisement, perhaps even a print ad. Stop. If you’re about to say something great about your brand or your products, instead think about why it’s great or how it could be perceived as great in the eyes of a potential customer. Show that you understand your customer’s problem and then indicate how your business can solve it.

The fundamental requirement in this process is for you to take the time to understand your audience and what it is they really need. Rather than striving to simply be the best at what you do or offer the best version of the product you make, start from the beginning and ascertain what it is you offer the end user that ultimately makes their life easier, happier, better. Focus on that message first and then sell the product or service in more detail once you’ve established clearly and concisely that you exist to help them and not just to be the best.

You’ll be able to read deeper into creating effective brand and business communication in our upcoming online course in our academy. We’ll keep you posted.