Is Your Marketing A Hero's JourneyI am the hero of my life. You are the hero of yours. Marketers who speak to us as if THEY should be the hero of our lives miss the mark. In our social and connected times any company's ability to form a quest and include their "tribe" will win.
These points hit home reading my friend entrepreneur Byron White's Creative Content Marketing: Making Your Customer The Hero post on his Writer's Network site:
A successful content marketing campaign for your SMB should, in effect, make your business an adventure and your customer the hero of that adventure!
How To Make Customers Heroes"Experiences," said Will Dean the CEO of Tough Mudder recently, "are the new luxury goods". In a social connected mobile era customers crave experiences especially experiences that promote the "I am the hero of my life" idea. Tough Mudder and Spartan Races testify to how much today's customers crave challenge and love having "luxury" experiences that help tell their HERO story.
Ways To Make Your Customers Heroes Online
- Gamification (nothing like social kudos to reinforce a heroic journey).
- Curate and Use UGC (User Generated Content).
- Contests (who has the best Tough Mudder Pinterest board etc...).
- Leaderboards (part of gamification, but a constant reminder that a game is going on NOW).
Online's disadvantage is it isn't tactile. Tough Mudder, a race run through mud and electric shocks, will win as an "in the world" experience. Internet marketing teams can close the gap between real life touch and feel experience and the virtual world with some simple tips.
Website Design Tips To Promote Experiences
- Copy that uses all five senses.
- Images that provide a sense of touch, taste, sound, smell and sight.
- Content from other "like me" supporters.
- Simple, clear navigation (confusion destroys the illusion of a "hero reality").
Making Customers Hero ExamplesREI.comREI uses specific language to speak to "hero" and "comfort" simultaneously in the copy for their Perception Sit On Top Kyak (words in yellow are heroic or comfort based):
Share the fun with a friend! Now with comfortable padded seats, the Perception Tribe 13.5 tandem sit-on-top kayak offers plenty of room for 2 paddlers and the gear you need to make a memorable day.
- Ample storage and a speedy ride creates a popular choice for large kayakers; open cockpit is user-friendly, even for beginners
- 3-seat configuration offers room for 2 adults and a small child or 4-legged friend; middle seat is positioned to accommodate a solo paddler
- Versatile design performs well on flatwater and slow-moving rivers, but don't hesitate to take the Tribe 13.5 into surf
Woot is the master storyteller online. Here is the copy for their Hisense 40K360 40" TV:
Andrew awoke at 7am, as he always did, poured himself a bowl of cereal, and turned on the television to check the weather. The only problem was that when he dialed in the number for the weather channel, what he saw was not the forecast but himself, staring back.
He clicked around. The news was the news, the kids channel was cartoons, the cooking channel showed a woman putting fruit into a blender. Only the weather channel served as a reflection.
"What the deuce," mumbled both Andrews. He leaned in for a closer look. It was like a mirror, except for a few minor differences. On the screen, he had a few gray hairs, a minor scar on his left cheek, an extra wrinkle below his right eye. His pajamas and the room behind him, exactly the same.
Andrew felt a cold feeling run up his spine. "I gotta get out of here," said he and his reflection. He backed out of the room slowly, towards the door out of his apartment. Without turning from the screen, he reached behind and turned the knob, waited a moment, and then slipped out.
Where he went from there isn't important.
Because this isn't a write-up about Andrew. It's a write-up about his television, which was a Hisense 40" 1080p LED HDTV, and it worked great, aside from the minor quirk outlined above, and honestly we don't foresee this happening with the one you buy.###
Share your examples of heroic copy, presentation or gamification and we will curate them in.
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