What You’ll Learn From This Episode:
- The importance of human-to-human connection
- Create a story of your transformation
- The biggest misperception about compelling content
Related Links and Resources:
Go to www.theheromethod.com and look for whatever interests you. There are various tracks that you can dive into and there's all kinds of free stuff there. There are special reports, eBooks, checklists, and you can also try her free discovery call. During that 20-minute call, we can hone your story of transformation.
Kathryn Gillett is the creator of The HERO Method … and the author of two best-selling books on the subject. Her mission is all about helping companies get more clients by talking and writing about what they do in a way that gets a “WOW!” instead of a “Huh?”. She has a degree in psychology, a minor in anthropology, and 40+ years’ experience in marketing.
As a messaging, story, and content strategist, she has consulted with global companies like Philips and GE, Amazon, Microsoft, and Dell. And as a copywriter, her work has been translated for distribution into more countries than are in the UN. Using a powerful alchemy of neuroscience and storytelling, The HERO Method helps companies create messaging and content that has proven to measurably increase response, revenue, list size, and year-over-year growth.
Here are the highlights of this episode:
Kathryn ideally enjoys working with business decision-makers who want to increase their sales by doing an authentic human to human connection. Whether it's email, content, website or presentation, they know their content can play a key role in helping them increase their revenue. The problem they face is that they are not getting that 'wow' response and they know they're missing something. If you don't have that connection or are not interesting the audience, then the conversations' over.
These folks feel frustrated because they know that their solution is awesome but their audience is not engaging. They are not able to convey the right words so that people can see the value of what they do. Whether it's a solopreneur or a team in an organization, they think that they're the subject matter experts of what their solution is about. They then feel that they're the best qualified to come up with the messaging for it. But it's like a surgeon; they can't do heart surgery on themselves. You really can't talk about it from the perspective of your audience in a way that's going to connect with them.
What's the biggest misperception about what's needed to create compelling content? Well, most people think and were taught that our solution is the hero of our story, that our solution is supposed to be the center of the spotlight. But the hero method would tell you that your hero is your audience. Therefore, if the audience is the hero, and the elixir is your solution, then your marketing materials is the mentor. Once you get that, everything changes.
Kathryn’s Valuable Free Action (VFA):
Kathryn is advising everyone to create a story of your transformation. Try to put yourself in the seat of your audience and ask yourself "where are they and why are they stuck because you're not in their life?", she calls this 'the wounded land'. Your audience is stuck and it's the words that they will use to describe what their situation is. Then, look at what they are wanting or needing for, not what you think they should get to. Then, how your solution helps them get from where they are to where they want to be. So, if you put it into your audience's perspective, that's what get them interested.
“The key is to know who's the hero of your story. We're taught that our solution is the hero of our story. But your hero is your audience" – Kathryn Gillett