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What Is Hero-Villain Home Improvement Marketing?

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Posted On: June 8, 2021

Think back to some of your all-time favorite stories—the ones that stick with you for years or a lifetime. Often, it’s hero stories you enjoyed as a kid. There’s a reason so many people love Spider-Man as kids and carry that fandom affiliation into adulthood.

Most people get the appeal of hero-villain stories in entertainment. But did you know they can play a powerful role in your home improvement marketing?

What Are Hero-Villain Marketing Stories?

Don’t worry. You don’t need to identify a competitor or anyone else to be your Lex Luthor. This type of marketing isn’t about pitting your business against another company or person.

Instead, the villain of the story should be a problem that is common for your audience. The hero is the product or service you offer that solves that problem.

How Hero-Villain Stories Create More Engaging Content Marketing

Rational content marketing, which just presents the facts and benefits in a logical way, drives lower conversion rates and profit gains than emotional marketing.

Emotional marketing ties into someone’s fears and desires, which is what makes them more powerful. For example, no one wants to pay too much for utility services. High utility bills mean less money for groceries or fun stuff, like eating out. In this example, the cost of utilities would be the villain and new energy-efficient windows might be the hero.

Connecting with your audience through their experiences—such as annoyance at paying high energy bills—helps sell more windows than simply letting people know you have those products.

Should You Use Hero-Villain Marketing?

Home improvement businesses provide solutions that solve specific problems for people, so this type of marketing is a great fit for many window and door firms. Just find a problem, create a story around it, and show how it can be solved with your products.

Extra points if you can leverage real-life scenarios and create what are effectively mini case studies using this storytelling tactic.

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