What most marketing gets wrong


Hello Reader,

When it's time to market yourself, promote your products, and sell your services, most marketing tells a story about the business.

This is a common mistake.

"When you're going to the market with what you're selling, everybody doesn't care." - Seth Godin

The story your customer wants to hear is not your story. It's boring, and it's irrelevant, and it won't cut through the noise to get their attention.

But if you tell your customer their own story, you earn their attention.

In the story of your business, you are not the hero. Many businesses (especially if they are businesses based on personal brands) talk about themselves like they are Luke Skywalker.

But you are not the hero of your customer's story. Your role is Obi-Wan, the wise mentor who equips the hero to go on a journey.

If you are willing to take a supporting role in your customer's story, they will reward you with money, attention, and praise.

The hero of the Customer Journey is your customer.

In my on-demand masterclass, 'Mapping the Customer Journey of the Hero,' I shared the 12 steps of Joseph Campbell's Journey of the Hero, and how they correspond to the Customer Journey of marketing.

During that masterclass, as you may recall, I shared a resource I have used with many clients, to make their marketing an adventure: the Customer Journey Workbook.

If you've never mapped out your Customer Journey before, or if it's time to revise it, let's do it together.

Write Your Customer Journey With Me

In two days (precisely 48 hours after this newsletter arrives in your inbox) I will be leading an interactive, 2-hour workshop with Digital Boost.

When you look at the Customer Journey through the Journey of the Hero, you can identify the specific actions you need to ask your customer to take, step-by-step.

This can help clarify your strategy, develop your website content, and give you simple, repeatable phrases you can use at every stage of the Customer Journey, to turn a stranger into a customer.

During this workshop, you will be doing the hard work that makes your marketing easy.

Stellar Platforms Newsletter

For experts and entrepreneurs who want smart marketing systems that increase their influence, income, and impact. Written by an 🇺🇸 American digital nomad living in 🇳🇿 New Zealand, Caelan started his career as an acrobat in the circus. 🎪 He wrote the book on Marketing Yourself 📙 and is on a mission to help one million people develop a playful attitude about life. ✨

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