If you’re the hero — if your marketing highlights how special and heroic you are and all your wonderful victories — you’re missing out.
Customers are the hero of their story. Each of them comes to you at the beginning of their journey. They are Luke Skywalker returning to the family farm only to realize that life will never again be the same.
But there are many pitfalls and obstacles on the road ahead. Customers need a guide who can take them safely through the dangerous ground.
Does your marketing extend a hand and offer to be their guide?
Or is it so caught up in your past heroics that customers are forced to go elsewhere to seek their guide?