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Updated by Nick Kellet on Nov 13, 2015
Nick Kellet Nick Kellet
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Customer Hero Story Research

The 5 Things Every (Great) Marketing Story Needs
Here on Copyblogger, you've seen us talk many times about how to tell a terrific marketing story. Why? Because stories are fundamental to how we communicate as human beings. Tell the right story and you can capture attention, entertain, enlighten, and persuade ... all in the course of just a few minutes.
How to Make Your Customers the Hero of Your Story
I use the idea of hero a fair amount when I talk about what we do. I don't use it in an egotistic way, more aspirational really than anything. I think aspiring to be a hero to someone is a good thing.
Your Customer Is The Hero | The Story of Telling
"Everyone is necessarily the hero of his own life story." John Barth I know your products are beautiful. I also read on the packaging that your juice is packed full of vitamins. And anyone with an eye can see that your designs are amazing.Knowing all of the facts about how great you are and how well...
Creative Content Marketing: Making Your Customer the Hero of Your "Story"
When it comes to business, we've all heard the tried and true adages "the customer is always right" and "the customer is king." Prosperous enterprises have been honoring those mantras since the first cobbler resoled a shoe and the first "pharmacist" sold a bottle of elixir.
How to Build Your Own Customer Service Hero Story
I'm always fascinated by the customer service hero stories that emerge in the media. Take for instance LEGO's recent hero story which involved a request to replace a minifigure that costs about $6. If you haven't heard or read about it yet, a seven-year-old Great Britain boy named Luka Apps wrote to LEGO after he lost his Ninjago Jay ZX figure while shopping with his dad.
Make Your Customer the Hero
The best subject about which you can write on your business blog is not your business, but your customers. Make your customer the hero. You are the that person in the hero's story who provides the sage advice or the whiz-bang gadgetry the hero needs. But you're not the hero.
Is Your Client A Hero Or A Damsel In Distress?
Have you ever noticed that most case studies tend to position the customer as a damsel in distress faced with insurmountable obstacles until they were rescued by the heroic vendor who solved all their problems? We see this all the time in the financial industry. Standard marketing tactics almost require this kind of positioning.
Who's the Hero in the Story You Tell?
Are you the hero in your pitch? Or is your client the hero? Here's how you can tell: How much of your pitch is about you, your product, your service, or your solution? Do you open a call by suggesting to your dream client that you would like to spend time with them showing them your products?
Brand storytelling examples - Your Customer is the Hero
Back in the early 1950s, the tobacco industry had started to focus on the development and promotion of filtered cigarettes. This was mainly in response to scientific data that proved smoking was indeed harmful to human health. One brand in particular - Marlboro, started to be sold with filters.
101 Awesome Marketing Quotes, Revisited [SlideShare]
When I first started at HubSpot a couple years ago, one of the first pieces of content I was asked to help create was a compilation of marketing quotes from a bunch of really smart people in the inbound marketing industry.
4 Steps to Stronger (Hero-focused) Appeals
CNN Heroes is great concept: to honor everyday citizens around the world who are single-handedly making a difference. They serve as role models and inspiration for the rest of us to get involved. That's what heroes are supposed to do, right? Well, our relationship to heroes is a lot more complicated than that.