Transcript
George (0:02)
How do you begin to describe your job as a marketer? Well, you have to generate leads, create content, gather data. You're spread way too thin. But HubSpot has a better way. With the help of Breeze, HubSpot's collection of AI tools and features like Content Remix, you can turn one piece of content into a suite of assets. Then pinpoint the best prospects and level up your campaign's KPIs with a new analytics suite. And most importantly, you're going to have a way easier time describing your job at parties. Visit HubSpot.com marketers to learn more.
Dr. J.J. Peterson (0:45)
Tis the season when everything can feel a little out of control. We're all splitting focus between our business and our marketing and our family and our friends. And it can feel like we don't have even an extra second to spare for making sure that we're still on track to finish the year strong and hit our goals.
April Sunshine Hawkins (1:03)
And that's why we've put together this five Minute Marketing challenge, which is a series that will challenge you to create one piece of marketing using the story brand framework so you can keep your business moving forward even in the midst of this crazy season. Today, we're challenging you to create a piece of marketing centered around playing the guide.
Dr. J.J. Peterson (1:33)
Hello Hero Maker. Welcome to the Marketing Made simple podcast Powered by Story Brandon, brought to you by the HubSpot Podcast Network, where we believe your marketing should be easy and it should work. I am your host, Dr. J.J. peterson. And I am joined by my co host, April Sunshine Hawkins. Hi April.
April Sunshine Hawkins (1:49)
Hey JJ and hello Hero Maker.
Dr. J.J. Peterson (1:51)
April. We are in our 5 minute marketing challenge series and last week we came up with a theme song that I don't think we need to sing again because everybody probably has it memorized already in there.
April Sunshine Hawkins (2:01)
They just needed one time and they're good.
Dr. J.J. Peterson (2:04)
Everybody's got it. They've probably are singing it over in their heads as we speak. So I think we just leave that.
April Sunshine Hawkins (2:10)
Nailed it.
Dr. J.J. Peterson (2:11)
Nailed it. We leave it. But we wanted to do that so that people would remember that this is the season to be making sure that you are prioritizing, taking some time to create marketing, even in the craziness of everything, taking some time to create marketing that's going to continue to move your business forward and hit your goals for the end of the year. And in each of these episodes, what we're doing is we're taking a piece of the story brand framework and using it to really inspire us to create language for social media, posts, emails, lead generators, fixing our website, all of the Things that can get us in front of our customers and get more sales. And so we started off by talking about how to use language around inviting your customer into a story by identifying what your customer once and using that to create some marketing collateral. Last week we talked about how to use language around your customer's problem to hook them into the story. This week we are going to talk about how to position yourself as a guide in your customer story. And then we'll finish out the rest of the story brand framework that everybody knows by talking about how to invite them into a plan, calling them to action, and then casting a vision for what their life can look like if they do or don't buy your product with failure or success. But this week this really is probably. Well, I was going to say my favorite piece of the story brand framework, but they're all my favorite, let's just be honest. Because each piece helps people create clear messaging and continues to position your customer as the hero of the story. But why I really do say this is my favorite is because this is the big paradigm shift in the story brand framework. If you've been around story brand or marketing made simple at all, you know you are not the hero of your story. Your customer is the hero and you get to be their guide. And when I discovered this in narrative theory and in story, it changed everything for me. Because before this I would've always said, I'm not a marketer, I don't wanna be a salesperson, I'm not that kind of. I don't wanna be pushy. And when you understand that your role in your customer's life is not to be pushy, it's not to try to win and try to get them to just give you me, it's really to try to help them solve their own problems by purchasing your product or service, that it becomes a more compassionate way of doing marketing. It also becomes a more humble way and quite frankly, a more powerful way of getting your customer to buy your product and service. So what we're going to talk about today is how do you create language that positions you as the guide in your customer's journey? The way that we know that a guide is coming alongside to help a hero win is when the guide has two things in their life, empathy and authority for the situation that the hero has been in. So empathy is they are like the hero because they have been on that same journey. They understand the pain and the struggle that the hero is going through. And then authority is that they've overcome that same problem. The only reason why a guide matters in a story, in a movie is because they have empathy and authority for a hero's problem. The famous one we always talk about is, you know, in Hunger Games, Katniss is trying to win the Hunger Games. There are very few people in the world who are alive anyway who understand this. Haymitch comes alongside. He not only understands the pain that Katniss is going through, but he also has won the Hunger Games. So he is uniquely positioned to help the hero win. When it comes to your customer's problems, you have to position yourself as a guide by showing them you understand their problems because you are like them and have felt those problems. So you're expressing empathy, but also that you can help them overcome those problems by showing them that you have the authority, you have the capability and the confidence to win the day. The easiest ways to do those two things are using language around empathy. You want to just basically say, I am like you. I understand you. So if you've created a consulting business that helps female entrepreneurs and you yourself are a female entrepreneur, you want to say, like you, I am a female entrepreneur. That's just simply like that. If you are a consultant who works with salespeople and you used to be a salesperson, all you need to say is, I used to be a salesperson, or I, like you, am a salesperson. And then you can talk about that you understand the problems and all you're going to do in that context is speak back to the problem that we talked about last week. So last week you identified what problems your customers are experiencing, both internal and external. This week, what you're gonna do is just say, I'm like you and I understand your problems. That is empathy. Authority then is bringing in some kind of data story fact award that shows that you've helped other people overcome the same problem. So testimonies work great in this years of unique certifications, logos of companies that you've worked with. Anything in that space that just says, I know what I'm doing, but more importantly, I've helped other people who are in your same position win the day. That is what it takes to position yourself as a good guide, empathy and authority that you've solved other people's problems.