Prospect As Hero
October 28, 2014
We've all heard the advertising phrase, "product as hero." For decades, advertisers have endowed their products or services with powers to help us overcome obstacles in our daily lives and bring us happiness. Advertising stories were about consumers obtaining these things outside themselves to bolster their own weaknesses and failings.
In this era of targeted marketing, niche marketing and permission marketing, there is a more effective way to sell. Empower your target audience - the prospect.
As you create your story about your audience members, have the prospect become the hero. Make her the protagonist. Show her on a quest, overcoming obstacles, meeting challenges, finding love, fulfillment, hope and happiness. Show her growing personally in the process of achievement.
The advertiser's product or service then helps that person achieve his or her goals. The advertiser is the catalyst to help the prospect solve problems, save time, save money ... get happy. Instead of being the heroes, the advertiser provides tools, methods or paths that the listener is smart enough, brave enough or perceptive enough to choose.
Present the product or service as a choice, rather than commanding the prospect to "come in today, make that call or act now." Show the positive consequences of taking action and let your audience member decide to take it.
Give the prospect the power, treat them with respect, credit them with the wisdom to make an intelligent choice, and they will often choose what you have to offer and feel good about it in the morning.