Who Is the Hero In Your Story?
If I told you my life story, would you care?
What if I asked you to tell me your life story?
Eugene M. Schwartz’s The Brilliance Breakthrough: How to Talk and Write So That People Will Never Forget You should be (and often is) considered to be the “bible” of effective copywriting and storytelling. One of the many tenets Schwartz embraces is the notion of making the reader (or the customer) the hero of the story you’re trying to tell.
Too often, we put the capes on our own backs. And that’s where the writing falls short.
Real World Example
Let’s say you’re writing an email to promote a time-management webinar. Here’s how the message might look if the writer is positioned as the hero of the story, versus the reader.
Writer-Focused Approach
"Our team has spent months crafting this webinar to showcase our expertise in time management. We’ve developed a proprietary method that combines advanced scheduling techniques and task prioritization strategies, which we believe are groundbreaking. Join us to learn more about what we’ve created."
Why It Falls Short:
This approach is all about the writer—their effort, their methods, and their belief in their expertise. It doesn’t directly address what the reader will gain or how it will solve their problems.
Reader-Focused Approach
"Are you constantly battling an overflowing to-do list? Imagine reclaiming hours in your day while accomplishing more with less stress. In our free webinar, you’ll discover simple techniques to prioritize your tasks, streamline your schedule, and take back control of your time. You deserve a system that works for you—join us to make it happen."
Why It Works:
This version immediately taps into the reader’s pain points (stress, lack of time) and offers a tangible benefit (reclaiming hours and reducing stress). It emphasizes the reader’s needs and outcomes, making it far more compelling and relatable.
Takeaway:
To shift the focus from the writer to the reader, always frame your content in terms of the reader’s problems, desires and benefits. I call this “pains and gains.” The reader is hard-wired to imagine himself or herself as the hero of their own story…even if you’re going to swoop in and ultimately save the day.
End of Story.
Eugene Schwartz’s The Brilliance Breakthrough isn’t just a guide to writing; it’s a roadmap to human connection through language. By applying its lessons, you can craft messages that not only resonate with your audience but also leave an indelible mark.
Whether you’re writing to inform, persuade, or inspire, remember Schwartz’s core principle: writing is about making your ideas unforgettable. Through clarity, empathy and storytelling, you can unlock the full potential of your words—and, in turn, your audience’s imagination.