Stories, they are the thing that teach us new lessons, share our history and connect us with a stranger. After thousands of years it’s the tool that has been passed down generation after generation, never getting old and always working. Even as a child I can remember listening to my dad tell stories, the same stories he tells today, captivating and audience and bringing us all together as we sit on the edge of our seats waiting for the heroic ending.
No matter where you grew up, stories were a part of your life. Which is why storytelling needs to be at the foundation of your brand and marketing strategies. It’s the universal tool that captivates and brings people together, the two main ingredients you’re looking for in your business. So how do you use the hero’s journey on your website? That my friend just means highlighting the 4 most important parts of your website.
The Hero In The Journey (Customer)
As I’ve said a million times, you need a clear understanding of who you are marketing to. It’s not just so that you can build the right audiences when you create digital ads, it’s also so that you can call them out on your website or in your social posts. When you state exactly who they are, they know that they’re in the right place. For example, you might sell to women in their 30’s looking for easy ways to get outside with kids, say that. In the header of your website, call them out and let them know that this space is for them. Find your target market and state who they are in the header of your homepage. They need to know that you are talking directly to them!
The Plot (Problem)
Nothing is better than a plot that gets you roped in. Think of the times you sat on the edge of your seat waiting to see if the hero of the story would survive or finding out the insane journey, they would have to take in order to save the day. The part of the story that has you biting your nails and wondering who will make it through to the end is the problem of the story. What terrible tragedy is the hero facing and will have to overcome. What pain point is your hero facing that you will help them face? You need to point it out.
We make a purchase because we are missing something in our lives. We have a paint point. Sometimes that’s as simple as, I don’t own a pair of hiking pants, I need a pair of hiking pants. Other times, it’s deeper than that. It’s not having the right gear to face the big climb ahead. Or, even deeper, it’s that you want to make a purchase that also aligns with your values. Instead of just needing a pair of pants, the real issue is being able to buy a pair of pants that last and to stop indulging in the game of fast fashion.
Think about what you sell. What pain points are bringing your customers to you? Is it just as simple as they need the product, or is there something that aligns with their values or the person they want to be that you can speak to. (Odds are, the second one is true, and you need to figure out the real thing you’re selling!)
The Journey
There is no story without the map of a journey ahead. So what does your customer have to do to get to the end of this story? How do they climb the mountain, face their greatest fears or simply have an adventure with that epic sustainable products you’re selling?
In the Journey section of your website you want to share in 3 simple steps how your customers go from where they are to their happily ever after. As a service, this is so helpful to get an understanding of what the process looks like. Take for example the steps of booking a “glamping” vacation–Step 1. Book Your Stay 2. Itinerary Emailed To Your Inbox 3. Find Relaxation. A product that is saving the environment might say: 1. Buy Once 2. Wear Forever 3. Save the planet.
The Guide (That’s YOU!)
An about section on the page this is all about how you help your customers or how you stand out from the rest. We don’t care that you got a check from your dad to start this business. Nor do we care about the schools you went to. The about section is simply how you serve your customers. This is really about them (They are the hero in the story after all). So as you position yourself as the guide you want to talk about your experience in this industry, highlight testimonials that show what an amazing brand you are and make sure you are clear in how you plan to take care of your customers and be of service.
Who you serve, what’s the problem, how to do it, and who you are. Those are the things you want on the homepage of your website. It let’s every person who stops by know exactly what they are getting and the promises you make. My last and final tip, which you’ll see in all the examples above, is to keep it clear and short. If you can’t write it in a tweet or explain it to a third grader, you need to head back to the drawing table.
Need help with getting clear on the hero’s journey of your brand to implement it across all your branding? I got your covered! Let’s work 1:1 and create a branding strategy that serves your business. Sign-up for one of my 1:1 packages today!
