3 Core Principles of The HERO Method
The HERO Method’s 3 Core Principles
for Magnetic Messaging and Compelling Content
When you go to a website and poke around … and feel confused … that’s not your fault. That’s on them. It’s not that you lack sufficient intelligence to understand what’s happening … that’s never the problem. The problem is that they’re not connecting with you in a way that is meaningful and relevant to you as their audience. Period.
Imagine going to a website where their content has a voice that immediately builds an authentic, trusting relationship with you. Not just at first, but at every stage of your buying process. They continually build more and more trust because they seem focused on helping you make a good decision, rather than working hard to make a sale.
That’s exactly how, in our experience, content that honors the relationship more than the sale results in measurable increases in response and revenue.
And that’s exactly what we focus on using The HERO Method.
Let’s go through the 3 paradigm shifts that are at the core of The HERO Method’s revolutionary approach to messaging and content:
3 Core Principles of The HERO Method
Core Principle #1:
Human-to-Human (H2H) Connection
[Not business-to-business (B2B), or business-to-consumer (B2C) communication]
Let’s go back to the website example. You land on a site that’s got tons of information … but no matter how many pages you sift through, the content does not help you get clear on whether or not it’s a good fit for you. In fact, the more you read, the more you feel confused, overwhelmed, and discouraged.
So, you leave that site and go to another site … and instantly feel that someone is talking directly to you about your issue … and they clearly show you how their solution can solve your problem … and how they’ve done it for others. You start to feel trust … you start to feel relief … you start to feel hope that there just might be a solution to your problem. So, you stay on the site, and continue your exploration with them….
Can you feel how much more you want to do business with these guys instead of the “information rich” site?
That’s because the second site had the voice of a human being honoring you and the issues you’re facing. The content creator was connecting with you as one human being to another.
But the first site had the voice of a business, trying to convince you to buy.
In our experience, when businesses focus on creating Human-to-Human (H2H) connections, their content …
- Speaks in a voice that builds trusting relationships
- Helps their audience move forward in making buying decisions that are right for them
Which is one of the reasons why The HERO Method is able to measurably increase response and revenue.
Core Principle #2:
Hidden Powers of Story & Neurology
A unique alchemy ...
To create H2H connections (see Principle #1), we need to understand how humans process what we read and see and hear … and how that affects the way we make decisions.
Let’s compare content that does ― and doesn’t ― follow this principle.
Let’s say you’ve moved to a new city and want to start taking yoga classes. You read content from these two studios. Notice how you respond to both….
…. [Our City’s] premier yoga and spa center, we are an oasis for relaxation and rejuvenation. The center is a place to play, explore, discover and find your balance. We are a warm environment (often literally!) and feature a variety of daily classes, male and female changing rooms with showers, a fresh juice bar and a spacious classroom where you will find a wealth of new friends and self-awareness.
Compare that to this one…
[For brevity’s sake, here’s a portion of the full content … but it’s all laid out for you under Principle #3]
Tired of overcrowded classes that leave you feeling frustrated, bored or injured? It doesn’t have to be that way.
Imagine yoga that makes you feel safe, strong, accomplished and relaxed.
Your experience begins before you get to the front door. You enter an oasis of palm trees, plants, and a flowing fountain.
You open the door and you’re greeted with welcoming smiles.
The space is clean, bright, and smells pleasant….
.
Which yoga studio do you feel more attracted to? I’m going to bet it’s the second one.
Here’s why….
1) Emotion is key
Brain science keeps proving that persuasion is an emotional process, no matter how “rational” we think our audience is. The humbling truth is: we humans are not rational decision-makers. We make decisions based on emotion, then justify the decisions with facts ― after we’ve made the decision.
- Yoga Studio #1 is focused on features and facts … and doesn’t generate much emotion at all.
- Yoga Studio #2 is, without doubt, sharing an emotional experience.
2) Our response to content is near-instant … and unconscious
- Yoga Studio #2 uses what neuroscientists call “mental simulations”. In your mind’s eye, you “see” the plants and “hear” the fountain. The results are mental simulations that create a positive emotional experience … and human connection.
3) Honoring the customer’s journey with “The Hero’s Journey.”
The journey that heroes take in all great stories start with “The Wounded Land”. That’s where heroes are stuck … and need a way out. So, they go on a Quest to find an Elixir, which heals their Wounded Land.
To create H2H connections, we need to understand our audience’s “Wounded Land” and the “Healed Land” they seek. We need to let them know we understand their real issues and desires … and how our solution takes them from where they are to where they want to be.
- Yoga Studio #2 connects immediately by understanding that the audience feels “frustrated, bored or injured” and then shows them (through mental simulations) how they will take the reader to where they want to be (safe, strong accomplished, and relaxed).
These are just a few examples of the power of brain science and story that The HERO Method uses to create compelling content that deeply connects with audiences.
Core Principle #3:
The Audience is The Hero
Now, imagine going to a website where the content clearly offers you helpful insights and guidance in moving forward in your decision journey, and supports you in getting the ultimate results you want.
That would be truly customer-centric content, right?
But at the same time, we’re told we’re supposed to be The Hero; we’re supposed to put our solution in the center of our “story.”
Can you see the problem?
We can’t have both. We cannot be customer-centric if we think the spotlight should shine on us.
So who IS the real hero in compelling content?
All heroes that come to us across time and cultures ― whether it’s Odysseus, Alice (in Wonderland), Luke Skywalker, or Katniss Everdeen ― they are always transformed by The Adventure … and so is their world.
There is no exception.
Now think about your solution and your audience…. Which one is transformed?
It’s your audience, right?
Your audience is transformed by your solution. That’s why they are The Hero in your company’s Story of Transformation.
Remember the yoga studio excerpts? The first excerpt is directly focused on the business. The content writer saw their yoga studio as ‘the hero.’
Now read the full content from the second excerpt:
Tired of overcrowded classes that leave you feeling frustrated, bored or injured? It doesn’t have to be that way.
Imagine yoga that makes you feel safe, strong, accomplished and relaxed.
Your experience begins before you get to the front door. You enter an oasis of palm trees, plants, and a flowing fountain.
You open the door and you’re greeted with welcoming smiles.
The space is clean, bright, and smells pleasant….
You settle in. You hear your instructor’s voice … the rest of the world falls away. You indulge in your ‘me time’ for the day.
You enjoy the challenge of your class. The personalized direction you receive is priceless. You know you are staying safe, and you feel stronger, more confident each week.
After class, you re-enter the day anew! You’re refreshed with a sense of accomplishment and calm.
Welcome to the SloBody experience. We’d love for you to feel this way too. Give us a call 555.123.4567 and we’ll help you get started.
Can you see how this content is firmly focused on The Hero … the audience? And can you see how this studio helps support their Heroes in their journey from feeling “frustrated, bored or injured” to “safe, strong, and relaxed”?
That’s why truly compelling content never forgets who The Real Hero is.
