Have you ever taken the time to think about who you were five years ago, compared to today? Or who you would like to be in 5 more years?
This is a common practice in personal development books and seminars as I’m sure you have seen. You’re told to set some goals for the you 5 years from now, and then make a plan for how to get there. But why? Why is this such a common practice?
I believe it has to do with our human need to grow and develop – to make a transformation. We are a species that tends to always want more and better. We want to find people, products, and services that will make our lives better… so that in 5 years, for example, we will be a better version of ourselves.
Knowing about this human desire to make a transformation is important to understand in marketing. By sharing a message of transformation, potential customers will see how your product or service is going to make their lives better. They are not really that interested in the product specs, or how many years of experience you have, or even how many rave reviews you’ve received. What really drives a customer’s behavior is if they can see that your business is going to change their life for the better – if it’s going to aid them in the transformation they desire.
How do we tell this story of transformation? That can depend on the type of business of course, but the Story Brand framework helps put this story in place, with the customer as the hero (making the transformation) and the company as the guide (showing them the way to success). In the example of a fitness business, the story shared should not be about how great the equipment is, how experienced the coaches are, or what a great deal they have going on. The story that is really going to motivate people to act and sign up is about how their offering actually works and gets people results. It’s a story about all their customers that have been transformed because of the company, how they look and feel now, how they used to be just like you but now they are better. It’s about your journey to becoming the person you want to be and how the company is going to get you there.
Is the story you have been sharing one about transformation? Are you showing your customers how you can guide them to success? If not, or you are unsure, let’s chat and see if we can get your messaging on track to make sales.