What is heroing and how can it help your business stand out from the competition
So what is heroing? Heroing is a process where a business selects one item in their inventory and creates a dedicated web page around that item, showcasing its quality and value. Think of it as a dedicated landing page or mini-site. The main aim of this website is to make the product they chose seem like the greatest thing in the world, and create the urge for the consumer to buy it. It’s an impressive marketing technique, but how does heroing actually work?
The most common example of this is a product that has been around for a while. A company goes through a process of deciding what their best selling item is, then using all the tools available, they create a dedicated web page to showcase it. This process can take anywhere from 3-6 weeks to create, and the cost will vary depending on how complex the design is and how long it takes to build.
How to create a heroic brand that inspires customers to take action
To start a heroing campaign, it is best to come up with a brand that people will want to buy in the first place, as only then can you create the right kind of website. This is because most businesses compete on price – so we need to make the thing they chose seem like the best on cost/value ratio. A heroing campaign will take a long and detailed process, so it is best to begin with a real product that you can sell online (instead of creating the product yourself). This way, you’ll have something to showcase and build around. By the end of the campaign, your customers will have made up their minds that your product is the best on cost/value.
Once you have your product, it is crucial that you choose the right image of a hero. What will make your customers associate your product with some kind of heroism? That depends on the person. If you are an American, people may refer to heroes as firefighters, police officers and military personnel; if you are from Japan, they may equate them with Iya (Japanese for “Ninja”) or Inshu (spiritual warriors); if you are from India, a hero could be a policeman or a doctor. In short, it is up to you what image you choose as your hero’s image.
The benefits of using heroes in your marketing campaigns
A heroing campaign will have great effects on all areas of a business. The main result is that it will make people buy your product more quickly. This is because they’ll be in an awe of the product and the heroic page – meaning they won’t hesitate to make their purchase decision. Heroing campaigns can also increase sales by 50%. There are other benefits as well, such as making your customers feel like they’re a part of something and getting brand recognition by other customers, who may have seen the website before purchasing. Heroing is also a great way of increasing your brand recognition and can be used as a loyalty programme (if you use your hero as a mascot).
The benefits of using heroes in your marketing campaigns
Dave Bright
Business Coach, Mentor and Consultant
〈This article is featured in one of the newsletters on http://www.michael-beauchamp.com/Newsletters〉 〈For more information, please contact Dave at [email protected] or refer to my website at www.michael-beauchamp.com〉 〈In order to find out more about how to use heroing, please visit our YouTube channel at www.michael-beauchamp.com/YouTube〉 〈Websites used for research: www.michael-beauchamp.com/YouTube, www.michael-beauchamp.com, www.michael-beauchamp.com/Newsletters〉
Title:How to use heroing in your marketing campaign? (1) – Introduction to heroing
