2. The Hero’s Problem
The hero of a story always has a problem (or villain), something stopping them from getting what they want. This is the same dilemma we face before making a purchase.
Let’s go a little deeper…
Every problem has 3 Layers:
- The External
- The Internal
- The Philosophical
An external problem is something like I don’t have enough customers. Or, maybe I have a toothache. In both cases, it’s something “out there”.
An internal problem is how their external problem is making them feel. For example, they could feel frustrated, overwhelmed or stressed that they don’t have enough customers.
A philosophical problem is something that is just plain wrong. Something that “ought” to be different than it is. So “I don’t deserve this.” Or “it ought to be easier.” These are underlying philosophical beliefs.
Most companies only sell solutions to an external problem, which leads to mediocre sales results.
Keep in mind…
Emotion is what moves the needle. Always address how your clients feel. Then they will justify buying it with their philosophical reason.
People buy for internal reasons to fix external problems and support or justify their purchase decision with philosophical beliefs.
It’s simple. If your website does not contain something that plays to each one of these levels, it won’t convert.
Here’s an example of what I mean:
This website is what I will call a mediocre site that you and I have seen many times before, right?
“Affordable lawn care.”
“Reliable and assured since 1985.”
“Learn more about affordable, reliable dentistry certified since 1978.”
However, it’s the wrong approach. It’s not hitting the three levels of their heroes problem.
Let me show you a different way, based on addressing the three levels (external, internal, and philosophical) of your hero’s problem.
“Be the envy of your neighborhood.”
Let’s be honest lawn maintenance is hard work and time-consuming.
Schedule a Cut Today.
The picture I’m painting is a premium service. A beautiful lawn for a beautiful house. It’s not people who are looking for a 50 dollar cut, right?
So, I’m basing this on the idea that my heroes would be people with a 500k – 1 million dollar home, who can afford regular lawn maintenance.
They don’t care about affordable lawn care (conserve resources) in this case. They want to be the envy of the neighborhood (gain status).
With just this simple heading, subheading and call to action, we’ve addressed multiple levels of the heroes’ problem.
“Lawn maintenance is hard work and time-consuming.”
Now we’ve addressed two of the pains. Notice how we haven’t mentioned anything about ourselves or our company. It’s 100% percent about the visitor.
The reason why there is nothing about the company is that ultimately nobody cares. We all simply want to know; what’s in it for us?.
“Schedule a cut today.”
Nobody wants to “learn more.” Nobody wants to “get started.” They just don’t. They want to know; how do I get that?. How do they get to be the envy of their neighborhood?
They do it with a cut.