Your Customer is the Hero, Not You
How familiar are you with Joseph Campbell's now classic framework, “the hero's journey?” You may not know it intimately, but if you’ve ever seen Star Wars, you’ve seen it in action.
But it’s also central to effective content marketing strategy. Let’s explore…
In summary, Campbell outlined the journey of a hero as a person living an ordinary life, but perhaps with an extraordinary gift or tragic event. As a result, they are called to adventure. So begins a journey. At the end, a happy resolution and a mission fulfilled.
Back to Star Wars as the example, George Lucas tells the story of Luke Skywalker, the lowly farmer who discovers the force after his village and family are destroyed. That call to adventure — vengeance against the evildoers — leads to trials, transformation, and eventually a restored outcome.
So how does that map to marketing?
Followers of Campbell’s work point out, correctly, that customer is the hero in their journey, not the brand trying to sell that hero a product or service. When done effectively, the brand acts as the guide, the mentor, the path to resolution.
Think of Obi-Wan Kenobi or Han Solo guiding Luke Skywalker; you're helping the customer along their path. Kenobi provides education and a weapon. Han Solo transports Luke across the galaxy. They facilitate the hero; they don’t try to become the hero.
Likewise, you shouldn't be thinking first and foremost about selling a product. Primarily, we should relate to the customer's problem and work to guide them towards a solution, ultimately achieving their desired outcome — which just happens to be your own.
If we're truly putting the customer at the center, seeing them as the hero, how do we effectively map out their journey? Let’s continue along on our journey…
Mapping the Hero’s Journey
Once you understand their hero’s aspiration, that emotional trigger that prompts their call to adventure, that feeling that says, “I can't live like this anymore. I need a solution,” you can begin to articulate that you understand the hero’s motivation. That’s the WHY.
After the WHY comes the HOW. This is when customers start looking for solutions, and if you’ve connected with them on a WHY level, you have them as an audience, and they will naturally look and wonder, “How will you solve my problem?”
In Luke Skywalker’s case, he asks Obi-Wan. “You fought in the clone wars?” Which translates to, you’ve been in my shoes? Obi-Wan then presents Luke with his father’s lightsaber. Here’s a tool that might help you solve your problem. You could use a blaster, (i.e., a competitor). But this lightsaber here is the more “elegant” solution.
Now Obi-Wan has Luke’s attention. He starts educating. “For a thousand years, the Jedi Knights were the guardians of peace and justice in the Old Republic….”
As the conversation moves on, Luke wants to learn more about the force. He’s drawn completely into his new mentor. Obi-Wan has an audience…a disciple, even.
Then comes the WHAT. At the core, it’s the specific products, services, or actions your organization offers. It’s what you do or sell. The light saber is the WHAT. But Luke would never go looking for one if he didn’t have a truly motivational WHY.
The Whats look almost indistinguishable from competitors’, feature for feature. But if a company connects deeply on the WHY and offers a truly differentiated HOW, then the WHAT, the actual purchase, becomes almost a given. Price becomes less of a factor because you've already built that foundational trust and connection.
Use the Force (of Effective Content)
Obi-Wan played the long game. He lurked in the shadows, making himself known to his audience for when the time was right. Luke was “in market” when he was called to his adventure.
That's the crucial point of content marketing: it isn't just about immediate sales. It's about demonstrating expertise, establishing authority and gaining trust before a customer is actively looking, so you're top of mind when they do need you precisely. Luke sought out “Old Ben.” You want your brand to be known as the expert. When a problem does eventually arise, you're the first one they think of. Which you could say is definitely playing the long game.
So, what kinds of content actually work best for this long-game approach?
Well, you tailor it to that hero's journey. You tell stories. You use case studies, you educate, you hit them with content at different stages of the journey where those potential customers are on their learning and decision-making path.
Your ultimate goal with content is building an audience of loyal fans who can’t wait for your next piece of content, your next product or feature.
Fans of brands don’t need a hard sell. When the next iPhone is released, people will wait in line for hours to purchase their new device. Not just because it has a better camera or a faster processor. They could get that from Android. They buy from Apple because somewhere along the way, Apple established a level of loyalty and deep connection with an audience of true fans who couldn’t be pried away from the brand.
What would that level of loyalty and deep connection look like for your brand?
It’s a powerful idea to consider. Even more powerful to implement.
Listen and Learn
In this latest Episode of Bullhorns & Bullseyes, Tom Nixon and Curtis Hays focus on something foundational to effective content deployment: Marketing isn’t about who can shout louder or who can outspend the competitive field in the arena of advertising. It’s about genuinely understanding your customers, aligning with their journey, and becoming part of their story. Not as the hero. As the helpful guide that gets them where they need to go.
As you rethink your own approach to content marketing, ask yourself, who’s the true hero in your story?
▶️ Watch On YouTube: https://youtu.be/ab9-fIl1-SM
🎧 Listen On Spotify: https://open.spotify.com/show/5Qxv2Vr2lCPmhM4aiF3KAN
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