BRX Pro Tip: Who Should Be the Hero in Your Marketing… Not You
Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, the way that we have things framed up, the way we try to go to market, we believe that the hero in the story, at least, a hero in our marketing should be anybody but us, right? Say more about that.
Lee Kantor: [00:00:20] Right. I don’t know if it’s a strategy word, but it’s just a way of thinking that I’m kind of borrowing from Donald Miller with Story Brand. And he talks about sales and marketing material or any kind of written material. And the hero of the journey of the sale is not you. You’re not the hero. The client is the hero. You are the guy that helps the client achieve their goals. So, when you position yourself as the guide, you’re not talking about yourself anymore. You’re talking about the ways you can help the client achieve their goals. It’s not about how great you are, what you’ve done in the past. None of that matters. It’s helping guide the client from having a problem to have a success. So, that’s the difference in kind of the mindset. And that’s how you frame the conversations in terms of what’s in it for the prospect, not what’s in it for you.
Stone Payton: [00:01:17] And that is just so wholly consistent with the way that we go to market anyway and execute on the work that we do, right? We don’t try to be the personalities on the radio show. And all of our shows are designed to support and celebrate the guests and position the host as the hero that’s making that opportunity available. So, to me, everything you just said about the marketing aspect of what we do is just wholly consistent with the way we choose to execute on our mission and purpose.
