Marketing with impact? Make the villain your friend.

Villains can take on various forms and in the world of storytelling, every hero needs to identify and confront the villain to achieve victory, and the same principle applies to marketing. How can your business effectively communicate the one core villain (aka problem) your customers face and how your product or service will help them overcome this villain.

1. Pinpoint the pain points:

As a business owner, you need to identify your customer’s pain points:

• What problems do they face?
• What keeps them up at night?
• What is becoming a reoccurring frustration for them?

Addressing these pain points allows you to create a plan based upon their problem, and  forge a connection built on empathy.

2. A heroic solution:

A hero is often defined by how they rise to challenge the villain. Similarly, your product or service should be positioned as the guide or solution that helps your customer overcome their obstacles. Clearly communicate how your offering provides a solution, emphasising the transformation it can bring about in their lives in the most succinct way possible.

3. Building trust:

Trust is the bridge between a guide and the hero. For your customer to achieve success, they need to trust you as the guide, and your plan to help them.:

• Share success stories
• Display social proof
• Showcase your expertise

But always looping back to the customer – how it will make them feel if they choose your business. The more your audience trusts you, the more likely they are to see your brand as their ally. Ensure your messaging is clear, compelling, and aligned with the needs and desires of your audience. Try to avoid over-explaining or waffling – just keep it simple and straightforward so it’s easy for your audience to digest.

4. A transformed world:

The aftermath of overcoming a problem is a transformed world. In the same way your marketing efforts should focus on showcasing the transformation your customers experience after engaging with your brand.

• Highlight the positive changes
• Share testimonials
• Demonstrate the tangible benefits they’ve gained.
• Communicate what failure might have looked like

In the realm of marketing, every business overcomes problems on behalf of its customers. By applying a narrative perspective and understanding your audience’s pain points and desires, you can develop a marketing strategy that not only resonates but also empowers your brand to be the guide your customer needs.

Remember, the goal isn’t to simply promote your products and services; your marketing must demonstrate how your product or service helps your customer to overcome their problem in order to experience success.