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Are you attracting the wrong clients? Find a new hero for your story.
Entrepreneurs don’t have time for clients who won’t succeed no matter what they do. Develop your story with a hero who resembles your ideal clients — and get clear on what that might look like.
In Episode 47 of the Strategic Storytelling podcast, I talked about how heroes choose the best guide for their journey.
To recap, in classic hero’s journey stories, the guide just appears. Luke Skywalker got Yoda. Cinderella got the godmother.
But when clients look for a guide, they’ll have many options to choose from. A modern Cinderella won’t have to settle for the godmother who set a midnight deadline: a competitor will let her stay out till 3 AM.
The hero’s journey story needs a new step: The hero chooses the guide.
There’s actually another missing piece: “Make sure the guide can help the hero.”
A few years ago, a client invited me to write copy for a program that sounded good. When we dug deeper, it became obvious that the client lacked the experience to carry out the program and the credentials to win the confidence in that particular market. We revised the program and targeted a new audience.
