Peter Vander Wall explains why your product shouldn't be the hero of your story. A car salesman talking about V6 engines and trunk space loses the sale. One talking about fitting the family and saving on gas wins it.
You're not the main character in your story. Anytime you talk to your audience, you're telling them a story. And the story they're most able to connect with is one in which they're the main character. Imagine you sell cars and you're with a customer. You can position your product as the main character. It's got a V6, a really spacious trunk, and it gets great mileage. Or you could position your customer as the main character. You'll be able to fit your whole family. You'll save money on gas by reframing your messaging and telling a story in which they're the main character. You're telling a much more compelling story, and that's one your customers are sure to connect with.
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