Who Is Your Story Serving?

who is your story serving?

Teacher reading to preschool students

One of the challenges I run into when creating content and marketing is that I am selfish.  It’s not that I am a bad person (I hope).  It’s just natural that when we sit down to create, we have our own perspective.  I certainly do.  I have the story I want to tell and the point I want to make.

But the best marketing is created with someone else in mind.

That “someone else” is the audience you hope to serve.  You might want to tell that audience about your product or service.  But for the most part, they don’t care about that.  They only care about your offering if it serves them.  They are selfish too.

So when you sit down to create your content or marketing, it’s important to ask yourself a few questions.

  • Who is this for?
  • Who am I trying to serve with this?
  • How will it help them?

If you ask these questions, it does not guarantee that you will create amazing copy, but it’s a good place to start.  Donald Miller talks about this in his amazing book “Building Your Storybrand.”  He says that the problem with most marketing is that it makes the company (or you) the hero of the story.  Miller says you need to use your marketing to make the customer the hero of the story and position your company (or you) as the mentor or the guide.

The customer (or the audience) has a problem they need to solve, and you get to help them.  Your content or marketing should serve them.

If it’s only serving you, it’s likely that you will be the only one interested in the story.

Oh…and speaking of serving…I talk a bit about that in the Monday Minute today.  You can watch that short video here.

Make sure you never miss an update!   It’s time to become a VIP.  Sign up here. 

Kirby Hasseman is the CEO of Hasseman Marketing, a full-service marketing agency located in Ohio.  Learn more about Hasseman Marketing here.  And if you are interested in having him speak at your next event, you can learn more here.

Is This Story Serving Me?

Is This Story Serving Me?

I love the movie Bull Durham.  It's one of my favorites of all-time.  It's a funny movie about a minor league baseball team starring Kevin Costner, Susan Sarandon, and Tim Robbins.  And while I love it because of its irreverent humor and great dialogue, I think it has...

read more
What Will You Do with the Hard?

What Will You Do with the Hard?

I despise it when people say things like "If you find something you love, you will never work another day in your life."  It's a cute saying, but it's not true.  Regardless of how much you love your chosen profession, there will be times when it is hard.  There will...

read more
Chasing The Metrics

Chasing The Metrics

Yesterday I wrote a blog post that "worked."  It immediately got feedback on social media.  People engaged and commented and shared the blog.  Today I looked at the numbers on Google Analytics and they told the same story.  The numbers were measurably better than the...

read more
I Need To Get To Quadrant 2

I Need To Get To Quadrant 2

I have a project at the office that I am really excited about.  It's a big project that, if successful, could have a great impact on the company.  But it's a long-term project, and it's brand new, so there is no well-worn path of which to follow. In other words, it's...

read more

How To Start A Business in Coshocton County

Let's Connect:

Get Your Copy of Fan of Happy

fan of happy book

Pin It on Pinterest