Stop Making Yourself the Hero, OK?
4th December 2020
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The key to great storytelling as a business is to position your ideal client the hero of the story, with an obstacle to overcome.

Your business is the guide. Think of yourself as:

🎬The Yoda to their Skywalker.

🎬The Donkey to their Shrek.

🎬The Mr Miyagi to their Karate Kid.

The hero has a challenge to overcome and a journey to embark on, and the guide is there to provide a solution and importantly, a PLAN.

When someone lands on your website or receives your email, they want to know:

⚡'What's in it for ME'?

⚡'Does this person GET me?'

⚡'How Can they help?'

If you can answer those questions, and tell them a story of their transformation - you've got copy gold!

Let's take a (strictly hypothetical) therapist's 'About Me' page as an example...

Let me know in the comments below, which of the below therapists would you want to share your deepest, darkest secrets with, and why? 🤔

1️⃣"I have a BA in psychology, and have been practicing counselling for over 20 years. I am calm, patient and supportive. I'm an expert in my field and I have helped many clients overcome challenges to live happier, healthier lives. I'm the therapist to help, whatever the problem."

OR

2️⃣ "Before we began working together, my client Jenny's anxiety was destroying all her relationships and she had lost all hope of having a healthy loving relationship. Cut to 3 years later and Jenny is planning her wedding to her soulmate. If, like Jenny was, you're struggling right now, know I'm here to help. There's light at the end of the tunnel."

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About the Author

Chantelle Davison

Member since: 8th November 2019

I’m Chantelle. I’m a copywriter and a copywriting coach too.

Many small business owners really struggle to articulate what makes them awesome, what problems they solve like pros and what attracts clients...

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