(815) 503-0286 matt@matthewlbrennan.com

When It Comes To Your Marketing, Don’t Be A Hero.

For those who may not know, my wife is seven months pregnant with our first child, and we’re scrambling to get things in order.

As I talk about this (with just about everyone I meet), one of the phrases I’m careful to avoid is “We’re pregnant.” I have a firm grasp on at least this part of the situation. She’s pregnant, and I’m there for support. The majority of my stress revolves around how I’ll be as a parent. Hers revolves around the monumental task at hand. Understandable.

My point is that it’s bad form to hog the credit. When you begin the process of writing your content, you don’t want to hog the credit either.

Lets take an extremely hypothetical example, to see how this works in the business world:

“With my special diet, you’ll lose 30 pounds in a month, guaranteed.”

Well, you’ve got your promise. But you’re at the center of the story. Why not back up and let others do the talking?

“Joni and three others have turned their lives around, losing 30 pounds in just one month. Find out how you can too.”

Your customer just became the hero, which is always a good thing. This has nothing to do with your talent . It’s got everything to do with not making yourself the center of the story. You need to know when it’s time to back off and take the 30,000 foot view.

It’s why journalists don’t write from the first person very often. It’s why fathers-to-be should never use the phrase we’re pregnant. And it’s why the person who’s decided to pay you for whatever your products or services are deserves to be the hero of your story.

Nobody likes a credit hog.


Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.