C&SP A tried and tested content marketing strategy for attracting and retaining loyal customers.

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Copywriters have employed a timeless strategy that continues to be effective today: positioning the customer as the hero of the story. By creating a sales page that emphasizes the customer's problem-solving heroism with your product, rather than showcasing yourself or your product as the hero, you can make potential buyers feel good about purchasing from you, as they aspire to embody the heroic story of a solution.

To implement this copywriting approach, follow this template for crafting a story that makes your customer the hero: every story requires a hero, someone relatable who overcomes obstacles on their journey towards a happy ending. However, who should be the hero in your story? Does this depend on how you present your message? While it may seem logical to use "we" phrasing to position yourself as a member of your audience's tribe, research suggests that this may actually discourage buyers from taking action. Instead, opt for "you" phrasing to speak directly to the customer.

The hero's journey is a classic narrative structure that follows a specific template:

1. The hero encounters a problem that they struggle to solve.
2. Along the way, they meet a wise mentor who understands their challenge and provides guidance.
3. The mentor equips the hero with new knowledge and a plan of action.
4. With newfound confidence and a clear plan, the hero confronts the problem head-on.
5. The hero overcomes the challenge, realizing their full potential and achieving their ultimate goal.

To apply this template to your content marketing, it's essential to position your customer as the hero of the story. In your narrative, the buyer is the one who must save the day, not you. Your role is that of the mentor, providing support and guidance to help them achieve their goals. By telling stories of your customer's heroism when using your product, you can create a compelling narrative that inspires loyalty and encourages others to follow in their footsteps.

Thank you for taking the time to read this.