JeffSextonFairyGodMother

Can you believe I had this picture taken?

When most people talk about Storytelling in business, they usually mean telling the businesses story.

And while your business undoubtedly has a story and should tell it, that’s not the story you need to focus on in order to improve sales, optimization efforts, or your content marketing strategies.

The story you need to focus on is the customer’s

And the thing about the customers story is this: you’re not the hero of it.

The customer is the hero of the customer’s story. Unsurprisingly.

But not only are you not the hero (or heroine) of the customer’s story, you’re also not Prince Charming, either.

Why?

Because as a service provider or product, you’re simply not at the center of anyone’s life. That center-of-my-life role is reserved for spouses and kids and family. Not for commercials, products, or services.

So if you’re not the heroine nor prince charming, what role do you play?

Ideally, you’re the Fairy Godmother.

Again, you’re not the hero and you’re not at the center of people’s lives. In fact, most people aren’t interested in you at all until they need you to save the day. And then you’re really, really important. For like five minutes.

But if you do your job right, you can bippity boppety boo your way into saving the day and winning the customers business, loyalty, and recommendations.

You help the customer be the hero and fulfill her purpose / destiny / task for the moment.  That’s your role.

But you can’t play that role properly until you understand the customer’s story. You need to know where she runs into life’s snafus. And what she needs during her moments of distress. What her real motivations are. And how she’s making decisions during the moment when you’re cue is called to enter stage left.

If you don’t know these things, you can:

  • Miss the magic moment
  • Arrive with the wrong solution
  • Arrive with the right solution but be unable to explain WHY it’s right
  • Watch as your Cinderella gets help from the wrong godmother!
  • And generally lose or blow the sale

So while Buyer Legends is a powerful storytelling tool for business. It’s not really about your story. It’s about the customer’s story and how that customer experiences your company and brand during that story.

Because your real story isn’t the one you tell. It’s the one your customer tells about you — to herself and her friends.

And she won’t get YOUR story right, until you get hers right first.

Jeff Sexton (3 Posts)


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