You're Not the Hero

Whether you're talking to your mom on the phone, or going for a run, or planning a business proposal, you're in the middle of the story of your life. We all know this–we imagine ourselves as the hero of our own story, because, of course, we are. It's our story, after all; we only see things from our perspective, permanently stuck in our own first person narrative with the people around us as side characters, which is why we as humans struggle with practices like empathy, listening, and noticing other people.  We are naturally the hero of our own story.

Well that is, of course, except for when we aren't. 

It can be tempting, as you market your new business, organization, church, or nonprofit out into the world to position yourself as the hero in a world of other heroes. It can be tempting to step into the limelight and say,

"Look at me! Look at what I've accomplished! Let me convince you why you need what I'm selling (and the answer is: because I'm the best)." 

Maybe the thing you're trying to sell is the best, whether that be a new product, real estate services, flooring installation, or even church community. But if you come out positioning yourself as the hero in the story, as a character or entity who everyone else ought to worship, that strategy of self-promotion isn't going to work. 

Why? 

Because everyone else is the hero of their story. They don't want you to be the hero–that's competition. They want to be the hero, and you, necessarily, must pivot. But pivot to what? 

To answer this question, we're going to look at The Hero's Journey. This is the story structure of every good book, play, or movie you've ever seen, because we don't get bored of it, because we see ourselves all over it. And it's true of your customers' as well. 

The hero's journey starts with the said hero being called to some type of challenge , something better than the life they're living, whether it's to change their lifestyle, or begin a new relationship, or slay a dragon. They embark on the challenge and are met with external and internal resistance, faced with all the voices and worries telling them what a terrible mistake they've made trying to move towards a new path, with terrible dangers such as storms or monsters or mother-in-laws. 

But there is good news. At the hero's lowest moment, they are met by a guide (think Dumbledore, Gandalf, the Fairy Godmother) who picks them up from their dismay, gives them the tools and skills they need to accomplish their destiny, and walks alongside them to the finish line. 

That's you.

When you are interacting with your clients, congregation, or community, you must position yourself as the guide, not the hero. Your people need help. And, because you are good at paying attention, you've noticed. You have looked into the world and said: 

"There is a problem here in the lives of the people in my community. And I know how to fix it." 

The key is to focus on the heroes around you, and on their felt needs. 

So rather than saying: 

"We're the best option for real estate investing because of our massive portfolio and beautiful agents. Work with us and get rich quick!"

or, "We believe XYZ about God, and we meet in this brand new facility. We hope you choose to come worship with us," 

say, 

"You're looking for someone to guide you through the real estate process from start to finish. That's why we started our company. Let's see what we can do for you."

Or, "It can feel so lonely in our city, but at our church, doing life together is a priority. Come check it out, and find a community that feels like home." 

Which option makes you feel more welcome? Which option cultivates trust? As you take your skills into your world, don't center the story on you and what you can offer, but think about the everyday heroes in your community. 

You are not begging them to enter into your story. You are getting on their level and entering into their story. It is imperative you do it with respect, dignity, empathy, and heart, asking about what they need rather than proclaiming what you offer. 

This isn't an easy task, especially if these ideas are new to you! It can feel overwhelming to re-think through your strategies and language. But there's good news: you're not alone! At SolidCreative, our heart is to help you tell your story as you seek to change your world. 

If you need a listening ear to talk through your current marketing strategy, are in need of new language to use in your marketing, or want a completely new brand refresh, we are ready to help in any capacity that you need. 

Schedule a FREE 15 minute fit call today to see how we can join you in the good work you're already doing.