Marketing your business as the hero might not be the superpower you think it is
Bragging and positioning your business as the hero to your audience is a marketing misstep. Why? While positioning yourself as the valiant hero, for instance, with your chest puffed and proclaiming you’re the best may sound like it would be inspiring, it is not.
If you are in the people business, you have probably encountered people who love to tell you they are the best at what they do. Maybe they are. But just because they say they are the best, or the most trusted, does that make it so? I bet you probably wondered if they really are as amazing as they say they are.
So, I’m going to expose why this approach could be a bigger blunder than a blockbuster. Basically, heroic self-promotion is typically not well received with an audience.
Alienating Your Audience
Many of you want to show off your business wins, like a proud peacock, and strut your stuff. But here’s the thing: only you are enjoying the show. If it’s in person, they’ll start checking their watches, wondering when the show will end. Customers want solutions, not endless talk about your awesomeness. Showing up as the hero. going all in about your greatness, might risk alienating the very people you’re trying to engage.
Lack of Relatability
Going for the superhero vibe might seem aspirational, but it will most likely backfire. People actually dig brands that feel like buddies – or they can at least relate to them. Authenticity is the name of the game. Sharing your vulnerability and highlighting your journey will make you more human.
In my corporate advertising years, I had clients who gave themselves business names that began with “A One“; not because they were the best at what they did, but because they felt it would be advantageous to themselves if they appeared first alphabetically in listings. Others made sure they had “We are the best” in the small square ads they would insert in the local directory. They wanted to capture your attention to believe they are the best! To rephrase it, they were thinking of themselves, not you – the consumer. It was more about them and less about you.
Today, we as consumers, ask more questions (hopefully) and look to read real testimonials (not the fake ones). More and more, people are asking their friends “Who do you know”. Why? There is a trust issue out there from all these businesses who are claiming to be amazing and promising you things they really can’t deliver.
Consumers today don’t respond to you bragging about your business. What they care about is : are you able to help them solve a problem? Can you help them complete a task? They don’t want you to be the hero. They do!
This is where a good marketing story comes in.
Missing out on Storytelling
Every great story has it’s twists, turns, and moments of growth. When you’re too focused on portraying your business as the infallible hero, you miss the chance to tell a compelling story that resonates with your audience. Stories that show your evolution, the lessons you’ve learned and the positive impact you’ve made with your clients are far more engaging and memorable.
Tell your customers how you can help them. Provide them with solutions. Be honest with them about your process. Don’t try and wow them with #alternativefacts. The truth will find its way to reveal itself. The tip here is that you need to listen to them first. You can only provide a solution if you know the true nature of the “ask”. If you are at a networking function, this is the time to listen. If we are talking about your website, then provide the solutions you offer.
“Remember the old school sales class of listing out your features and benefits? Today, we concentrate beyond the benefits and focus on the outcome. What will be the impact of working with you? This is the stage where your customer will decide if you can help them.”- Nicole Gallant
Ignoring Customer-Centricity
Marketing is about creating awareness and addressing customers’ pain points, needs, and desires. Now, imagine you’re too busy patting yourself on the back to pick up on cues they’re dropping. Opps! Instead of displaying your shiny crown, swap in out for a magnifying glass (or simply listen to understand) to discover what makes your client tick and what they need help with. Putting your client’s needs first, leads to stronger relationships and higher trust.
Strike a balance between your strengths and connecting with your audience in marketing
To the business owners and consumers seeking out products and services, we may all look like the same horse at the starting gate before the race. But, each business brigs something different to the table. It could be your process or your approach.
Which one do we bet one?
Which one is the fan favourite?
Remember, it’s not about abandoning self-promotion altogether, but rather creating a balance between highlighting your strengths and connecting with your audience in a way that’s authentic, relatable and genuinely valuable to them. So let your testimonials and case studies be your social proof. Meanwhile, if you are good at what you do, your clients will share how wonderful their experiences are and how they are ecstatic with the outcomes they were able to achieve after they worked with you.
Let them decide and share if you truly are amazing.
Want to StoryBrand your website, but not sure where to start? How about a quick website audit by a certified StoryBrand Guide?
You can read up on The Customer is The Hero.
