“Make the customer the hero of your story.”

That quote from Ann Handley gets to the heart of what separates good marketing from the bad.

A lot of small business understand the importance of telling stories in their marketing. But then they often fall into the trap of positioning their business, product or service as the hero of the story.  

If you want your marketing to be more effective then you need to focus on your customer’s hopes, fears and values. 

Make them the hero of the story, not you.