You need to know your villains
Who’s the villain in your client’s story?
(And no, I don’t mean some cartoon supervillain.)
In storytelling, there are good guys and bad guys.
And marketing is just storytelling.
Stories mimic real life. In your life, the villain is what’s standing between your audience and the outcome they want.
And if you're not leveraging the villain in your client's story, your message is probably falling flat.
Let me give you a real example from my own business:
I run a video agency. We help B2B founders create content consistently with remote video sessions.
And the #1 villain our clients face?
Time.
→ Planning takes time.
→ Filming takes time.
→ Editing takes time.
Time most founders don’t have.
So my message becomes clear: Hey, if you never have time to create video content, we’ll do it with you, and for you.
Lack of time is the villain.
And their villain becomes my hook.
Because people relate to the problem before the solution, I can use my messaging to get the attention and interest of more clients.
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
