In other words, you’re not Batman — you’re Alfred

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Read Digital Marketer Jenna Kutcher Thinks You're Overcomplicating It

Lesson 7: Your customer is the hero. Not you.
April Sunshine Hawkins, co-host of the Marketing Made Simple podcast, sees too many marketers position their brand as the heroes, and she says it's one of the biggest mistakes marketers can make.

“Everybody wakes up the hero of their own story. Your customers, the people you're trying to draw in… The story needs to be about them.”


Take a recent example: Hawkins was working with a jewelry armenia phone number material brand that creates products in Malawi and pays their workers 3-5X the minimum wage. Naturally, they wanted to shout that from the rooftops. Who wouldn't?

But Hawkins stepped in and pointed out that the brand isn't supposed to be the hero. The customer is.

“We rewrote the campaign to ask, 'How can these pieces help people celebrate a milestone — like a promotion, an anniversary, a birthday?”

Suddenly, the jewelry wasn’t just jewelry; it became a badge of a customer's big (and small) life moments.

Have you ever landed on a website and read the first few sentences and thought, Wow, is this person in my head? That's the end-game: For your customers to feel like you get them.

“When we can position our products to align with what our customers are feeling, it creates that 'ding, ding, ding' moment — 'That's me! This is for me!'” Hawkins says. “That's what we're looking for.”