You're your own hero. It's true.
They say the most engaging or exciting thing you can hear is your own name or the word YOU. And it starts so young. Even babies a few months old know their own name, and people in a vegatative state STILL react to their own name. If that's not evidence that we are the centre of our own lil universes, I dunno what is.
On the flip side, do you know what is guaranteed to switch people off? Mememememememe, I did this, mememme.... GLAAAAZE over.
Do you know what most brands do when they try to make a connection and sell. Talk about themselves. Does it work? Hell no! They're essentially talking themselves up, rather than demonstrating an understanding of the client's needs by talking about how they can help them specifically.
So what's a smart brand to do? Talk about your customer, your reader, and invite them into a story where they are the hero and you're all about helping them do the hard stuff in their lives.
Excellent advice, Mr Godin.
Connect to them with an appealing story with something they can't be without.
What better recipe for success is there than that!
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