Are you using an outside-in approach?
In the ever-evolving world of marketing, the approach to messaging and customer journeys has shifted from an inside-out perspective (look how great my product is at solving your pain) to the outside-in approach (look at what is happening in your world and how that shows up as pain for you).
There’s a good reason for this shift. By focusing on the customers’ viewpoints first, marketers are better able to empathize with their customers, understanding their frustrations, ambitions and preferences, and ultimately can craft narratives that are first relatable, and second, solution-oriented.
By adopting an outside-in perspective, companies are forced to look at what is really happening in the lives of their customers and prospects BEFORE they start to match those challenges to the benefits of their products or solutions. It is a subtle shift that can deliver amazing results. The Hero’s Journey for Marketers uses an “outside-in” approach. (Note: our 4-step Hero’s Journey for Marketers is built from the well-known framework created by Joseph Campbell.1)
Adopt an outside-in storytelling framework
To help our customers and our teams internalize this, we have developed a set of templates and frameworks that embed storytelling by following our Hero’s Journey Framework for Marketers. These templates and processes provide a structured roadmap for marketers, guiding them through the process more efficiently and effectively.
Templates ensure that crucial elements such as audience persona, pain points and desired outcomes are addressed consistently, while frameworks help marketers align their storytelling with the customers’ journeys, from awareness to conversion. This approach not only accelerates the storytelling process but also enhances its quality, allowing businesses to craft narratives that truly resonate with their audience, foster engagement, and drive lasting brand relationships.
In today’s competitive landscape, adopting the outside-in approach is the key to standing out and creating memorable customer stories that drive success.
Connect with me to learn more
Reach out if you want to learn more. We can offer training for your product marketing teams, connect you with our frameworks and templates application, or help get you started with an outside-in messaging engagement. Reach out at info@mercermackay.com for a 1:1 consult with a marketing specialist.