Make Your Audience The Hero

Apple, Nike, Coca-Cola, Louis Vuitton. There is something that many of the world’s most iconic brands share - storytelling prowess.

These companies don’t tout the greatness of their products. They instead generate an emotional response by weaving together a brilliant narrative on the experience that their products offer.

Every good story has a hero, and they make you the hero.

Nike isn’t selling you shoes, they’re selling you transformation.

Louis Vuitton isn’t selling you a handbag, they’re selling you status.

Apple isn’t selling you a phone they’re selling you an experience.

Steve Jobs famously said that “people don’t want to buy a personal computer. They want to know what they can do with them.”

How do you make your audience the hero of your story?

The hero of your content should never be you. Your audience will disengage. They should be the hero. The main character.

They want to feel like they’re part of the story. They’re going through their own journey, and you’re there to guide them.

Here’s how to do it:

Step 1: Identify the problem and present it in a relatable way.

Before you can make the audience the hero, you need to understand who they are, what they want, and what challenges they face.

What’s keeping your audience up at night? What are their pain points? What worries them?

This sets the stage for them to become the hero who will overcome this obstacle.

Step 2: Explain the actions they need to take to find a solution.

Give your audience the tools they need to solve the problem themselves. This could be knowledge, inspiration, or a product or service you offer. Make them feel empowered to take action by creating a deep emotional connection with your story.

Step 3: Paint a vision of the future.

Finish your story with a third act – the happily ever after. Paint a clear picture of the future, one in which their lives are transformed for the better.

Here’s an example of two creators who do this extremely well.

David Goggins

Goggins always tells the story of the hell he faced as a kid. The story of how he was out of shape and depressed, knowing he was wasting his potential. He outlines how he – as an average guy, decided to lean into suffering to find greatness.

His story drives a deep emotional reaction. We see ourselves in his story. We’re the hero.

He identifies a problem we all have. We want to get better. We want to become great. And he does so in the most relatable way – he’s been there.

He explains the actions he took to overcome the problem.

And he paints a deeply alluring vision of the future. A vision of transformation. One where we face life’s challenges head on and triumph.

And he’s now sold over 6 million books.

Justin Welsh

You may know Justin as one of the leaders in the ‘solopreneurship’ journey.

His content revolves around his story.

He was caught in the rat race, in a corporate job he hated – and had completely burnt out.

He decided to quit his job, re-align his intentions, and bought a house deep into the mountains.

In doing so, he identified that his problem was one millions of people have.

And he built a one-person business offering a solution to that problem: helping people how to identify, develop and monetize the skills they already have.

And he creates daily content painting a vision of a future where you’re free. Free to pursue your own priorities and leave that 9-5 behind.

And he’s now pulling in $4.5M per year.

Make the audience the hero.