I use the idea of hero a fair amount when I talk about what we do. I don’t use it in an egotistic way, more aspirational really than anything. I think aspiring to be a hero to someone is a good thing.
John Jantsch at Duct Tape Marketing does it again by putting together a post that is very detailed about how to find, craft and share your customer's stories while making them the hero -- not you.
Yes, there will be stories you share where you are the focus. But not all the time, please. It's about creating a balanced repertoire and making sure you share lots of stories where the customer is front and center.
This is a vital skill for any business owner to develop. It's a lot easier to share stories about how you saved the day. But how do you share your biz stories and have the focus be all on the customer? It is a subtle, but important shift.
This article gives great tips on how to re-orient your biz stories so your customers become the heroes.