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  • Writer's pictureSusan Tatum

The Hero Method: How Neurology and Storytelling Can Change Your Business

Updated: Aug 4, 2022

with Kathryn Gillett, Chief Compelling Content Creator - The Hero Method

Have you ever thought of the plot to any blockbuster movie as an ideal marketing communication plan? Susan Tatum talks with Kathryn Gillett about The Hero Method, a business owner’s guide to using neurology and storytelling. With this method your audience becomes the hero, your product the elixir, and your market plan is the transformation journey. Kathryn shares how this unique approach with compelling content, evokes emotion and creates the most genuine human connections.

Notes from the Show

Is your business falling flat when it comes to reaching your desired customers and converting them to sales? Kathryn Gillett, of The Hero Method, is a business owner’s guide to using neurology and storytelling to make your customer the Hero, solving their problem and creating a transformation.

The Hero Method is a methodology and philosophy on how to create compelling content in business. Compelling content means no matter the mode or medium, you’re generating genuine human connection. Kathryn explains and shares examples in which utilizing emotion in your content can make all the difference in reaching your clients. Emotion is essentially for capturing your audience and having them remember what you say.

The Four Layers of The Hero Method:

  • Know your niche: Who are your heroes? Who is your perfect audience? Who is your “elixir” right for?

  • The Decision Journey: The marketing communication plan for your clients. Where are they in their “wounded land” and how are you going to get them through that?

  • Messaging: What is the compelling content you’re able to provide? What are you trying to say?

  • Creating Content: Writing, creating, and finalizing content.

Kathryn can be reached on her website, The Hero Method, where she offers courses online, one-on-one “laser coaching”, and 3-day VIP Journeys.

What’s Inside:

  • Integrating brain science and storytelling to create compelling content for any kind of communication.

  • Who is the real Hero?

  • An easy way to get started on KNOWING your prospects.

  • Philosophy versus intention - are you truly “customer-focused”?

Transcribed by AI Susan Tatum 0:03

Hey everybody, and welcome to stop the noise. This is where we get to hear from some of the most interesting and experienced minds offering us advice and some great ideas about why and how to stop wasting money looking and sounding like everybody else. You know in business, being the same won't keep you safe, it will make you easy to replace, and even easier to ignore. I'm your host, Susan Tatum. Let's get started.

Welcome back to stop the noise. I'm Susan Tatum and today I'm talking with Kathryn Gillett who's the creator of The Hero Method. And she's the author of two best selling books on on this subject. One of those is for small businesses, and one of them is for tech companies. I'll tell you a little bit more about or she's on this mission to help entrepreneurs get more clients by talking and writing about what they do in a way that gets a wow, instead of a huh. I think that's very cool, because there's way too much huh going on, isn't there? So welcome, Kathryn, I'm happy to have you here.

Kathryn Gillett 1:07

Thanks, Susan. It's great to be here. Thanks for inviting me.

Susan Tatum 1:11

So I know you've got a degree in psychology and a degree in anthropology, and you know, in your work is combines storytelling and neuroscience. And I think that's one of the things that caught my eye about you anyway, is because I have this fascination for neuroscience and how it's helping us to communicate. So I do want to find out while we're talking how that factors into The Hero Method. But let's start off by talking about the hero method. And if you could explain to us what that is a little bit.

Kathryn Gillett 1:43

So the hero method is a it's a basically, it's a methodology, and also kind of a philosophy about how to create compelling content in business. And when I say compelling content, what I mean is whether you know whether you're talking or you know, a speech, or writing content, or creating a PowerPoint presentation or speaking, it's anytime you're wanting to connect with an audience how to do that in a way that, again, integrates and creates what I call this alchemy of brain science and storytelling, blending those two things to create truly compelling content that has, in fact, proven like measurably proven to double response, engagement, revenue, year over year growth, all of that wonderful stuff is actually using both the art and science of creating human connections to achieve all of that for for businesses, whether it's internal to the organization, or our marketing to the outside world,

Susan Tatum 2:38

or really just with any kind of communication,

Kathryn Gillett 2:41

anything, exactly.

Susan Tatum 2:42

So the storytelling part, which I know a lot of people talk about these days. And I think of it as coming out of like Hollywood, or screenwriting or something is the methodology of storytelling. So you're actually following a framework for how you how you create a story is, is that something that you do?

Kathryn Gillett 3:03

That is Yeah, that is that's definitely a part of it. So the for example, the messaging, and also the marketing plan aspect of The Hero Method is definitely rooted in the hero's journey motifs and archetypes a lots of folks are familiar with Joseph Campbell's work on the hero's journey, but it's basically just for the story it's Star Wars because George Lucas was absolutely he was, in fact, he was friends with Joseph Campbell, and he absolutely used the hero's journey to create the Star Wars myth, mythic story, because that's really what it is. And you know, 40 years later, where it's still a thing. So that's the power of those motifs and archetypes,

Susan Tatum 3:45

what is what is that framework, the hero's method,

Kathryn Gillett 3:50

the hero's journey, very basically it started every great story this this is one of the things that across all, across time, and across cultures, every great story begins in what I'm calling the wounded land. So this is Luke Skywalker living on the desert planet with his aunt and uncle and something's missing in his world life, but he doesn't know what that's the wounded land. Every hero or heroine Katniss Everdeen is also a hero by the way by this definition, and then there's a quest is begun to to seek out to step out of the wounded land and seek something more. There's the what I'm calling the elixir, or it can also be called the treasure which is for example, in Star Wars, that's the force the force is the elixir this is the thing that's going to transform the way you help make the world a better place. Then there's the mastery and then there's the healed land now a key so the healed land is where again, in Star Wars the mastery is when Luke is learning to use the Force. And then the heel land is you know, after he makes that million to one shot by using the force, then you know the universe is a better place because the Death Star has been destroyed. Now a key element to that journey. And that's a waste that's simplified. But this is what I use basically to create messaging, because for businesses, the elixir is your solution. The hero is your audience on this quest to find the elixir that's going to heal their wounded land. And you are Obi Wan Kenobi, you are all of your marketing, all of your content is there to support your heroes and their journey to discover, and you'll find the elixir that's right for them, and to help them master it. So that's this dramatic shift, right? The hero is not you, the hero is not your solution. The hero is your audience. And you are Obi Wan Kenobi, you are the mentor that supports your audience on their journey of, of discovery to find the elixir and master it and change the world because of it.

Susan Tatum 5:48

So then to put that in, sort of sort of business, or marketing, or whatever, so the prospect or the person that we want to take some sort of action is going to be the hero of the story. And we are the guide that is going to help them solve whatever problem it is that they have. And at some point, we get to talk about the elixir, which is our solution to what we're going to use to solve that problem for them.

Kathryn Gillett 6:15

very good, very good. So basically, the hero's journey, all of those stories, again, it's you know, every blockbuster movie ever, if you go just google blockbuster movies, every single one because I looked at them all, all of the blockbuster movies worldwide blockbuster movies, they all use these motifs and archetypes, they're all there. And so that's the you know, so what they all are in summary is their stories of transformation. So the hero is transformed, or the world is transformed, but they are all stories of transformation. So back to what you're saying is that you as the mentor are really, that's the voice of again supporting the change that your audience is looking for. They're stuck in a situation, they want to be free. How does your elixir help them get from stuck to free, and your voice is the voice that's helping them see that

Susan Tatum 7:08

so you're getting from where I am now to where I my future better self? Or whatever?

Kathryn Gillett 7:11

Yeah, yeah, and especially initially, it's really important to kind of i, this is I call it the decision journey. And, and I think it's really important, again, honoring your hero's journey, because it's kind of like an analogy I like to use is it's like at the university level, there's like, you know, let's just say psychology 101, psychology 201, psychology 301, 401, 501, right, you wouldn't start out a student with 501 level stuff about psychology, you need to start with where they are. And then a big mistake that lots and lots of folks do because we're so steeped down in our elixir. So we're so steeped in what we do, and the jargon that when used all the terms that we just feel like doesn't everybody know this, it's a big mistake that we end up talking at a 500 level to the baby beginners that we're just reaching out to. And we're, we're disconnecting with them from that. So that's, again, part of the importance of understanding it as a journey, that you're connecting with them where they are in their journey. And that helps them relate to what you're saying, and understand how you're going to help them get from where they are to where they want to.

Susan Tatum 8:21

So it seems like you You could be talking over their heads if you were talking psychology 501, and I'm still in 101. But you also could be talking about things the buyers not interested in at this moment.

Kathryn Gillett 8:32

Mm hmm. Yes. And so again, to be talking to them, where they are initially, the first messaging is always about, where are they, from their perspective, you know, why? How is their land wounded from their perspective? Not how, you know, was wounded in this way? How are they seeing what are the wounded ways? what's broken? What can't they achieve from their perspective? And what is it that they're wanting and needing and yearning for? Not what you see as maybe, you know, even a further down the road solution? That wouldn't be great. No, no, they're just, you know, they're here. And that's great. That's where you connect with them. And what they're seeing their issues are and what they're wanting and needing and yearning for. Connect with them there. That's the one on one level, right? Connect with them at that place, then you can guide them through on a journey of understanding more about, you know, what's possible.

Susan Tatum 9:23

So that's, that's really interesting, because you I guess the tendency, certainly with me when I'm talking to someone is what are you struggling with now? What's your major initiative? which your problems you're trying to solve or something you're trying to take advantage of? And I think I probably do move too quickly to here's what it could look. Not necessarily talking about how they would get there, but maybe taking them to that vision before it should happen.

Kathryn Gillett 9:48

Yeah, I wouldn't. Yeah. And I would suggest that you say so what, what is your vision? What would you like to have or happen? And then you have that connecting point, right? Then you can say, Oh, yeah, that's absolutely something I can help you with. And it becomes this, that's the thing about, it's a great way to use it in a sales call as well as in content, because they're the ones telling you what it is they're wanting and needing, and then you can connect your elixir into what they're saying. And then you can say, but then even more than that, you know, it's not just I don't know, I have trouble sleeping at night, you know, So maybe I can talk to you, go to sleep faster. But then ultimately, I can help you sleep the whole night through whatever it is, you know what I mean, They just go Gosh, they just lay, whatever their issue is, yeah, I just lay in, you know, in bed at night and can't even get to sleep. Oh, sure, I can help you with that. But you know, this is how I can help you with that. Oh, and by the way, wouldn't it be great if you just woke up after eight hours and felt refreshed and energized and hopped out of bed pain free? or whatever? Yeah. Bigger, that bigger solution you're starting with there.

Susan Tatum 10:52

So in a sales call, or any any kind of conversation, like the one we're having, to me that it seems it seems easier to tell where the other person is? Because we've got the benefit of having a conversation. But how do you do that with let's say marketing materials, where you don't know where they are. So you just have to have it all available in the right place and let them self select what they want to look at?

Kathryn Gillett 11:18

Well, I there's a there's definitely the very first phase of, of the hero method, I call it know your niche. So it is about understanding who your audience is, who is who is your heroes? Who are your perfect prospects right now, given what your elixir is, Who are your perfect prospects? And this is actually a discipline because, oh, I can help everybody you know, and that's often often true where there is possible for you to help lots of folks, the problem is, if you're trying to connect with all kinds of folks, you're not really connecting with anybody

Susan Tatum 11:47

you become generic you have to Yeah

Kathryn Gillett 11:49

exactly, exactly. So picking your perfect, perfect prospect, start there. And just understand that when you do that, you're also going to be reaching other folks who are also resonating with those messages. And then there might you might have multiple niches, you might have two or three niches, that's fine, I called them developing an umbrella message that you start there, and then you let folks dive in and you connect separately with them. But each one of those is a separate niche where you're learning about and over time you learn more and more, it can be a little bit in fact, I don't you don't even need to do a whole lot of market research. Just Okay, here's my perfect prospect great. Who do you know? who is very much like that perfect prospect and just get them on the phone. There's just a few questions at this. One of the things I help my clients with few questions you can ask them, they'll give you everything you need to know to make those initial contacts with those kinds of folks. And so if you didn't have two or three niches, you do the same thing, different folks in different scenarios, or different life situations, whatever they are, it's really important to hone in rather than think, Oh, I want to address this to everybody.

Susan Tatum 12:56

Well, so in your work. So you've got your books are one is written for small businesses, one it's written for tech companies. And then I think I saw some stuff on your website where you've got things for solopreneurs as well

Kathryn Gillett 13:10


Susan Tatum 13:11

And while the problems may all be the same, I certainly find that people, they all think that their problems are unique, or their industries are unique. And even if you're using the same framework for the solution, you have to speak the language that they're speaking.

Kathryn Gillett 13:20

Yes. And the other thing is, this is the neurological part of this too, because one of the things I've been doing Oh my my audience is engineers, so you really can't connect with them with emotion because my audiences are engineers. Your audience are human, they're human beings and all human beings, even the engineering engineer responds to emotion not facts. So that's that's you know, that's one of the neurological truths about compelling content is creating authentic connections that create a positive emotional responses, then those responses happen immediately and unconsciously. So to make those to create those authentic human to human connections, connecting with them on that authentic emotional level is absolutely essential. And that again, what story does, right, everybody, any story that you really like, is a story you're emotionally connected with, and the stories that you remember, you remember, because you were emotionally connected. Emotion is absolutely essential for connecting with your audience and having them remember what you say absolutely essential.

Susan Tatum 14:30

So the emotion I remember seeing this someplace before emotional words or pictures or whatever, break through your brain faster than the logic or different part of your brain, right?

Kathryn Gillett 14:40


Susan Tatum 14:41

So in any type of message, would you start with emotion?

Kathryn Gillett 14:46


Susan Tatum 14:48

No matter how far along the process you are,

Kathryn Gillett 14:50

yep, always, always there's this emotional, authentic, emotional connection that mentor has, you know, there's an emotional connection that Obi Wan always had for Luke. Even when Luke says no I'm going to go do something else you're telling me to do this, but I'm going to do that, you know, Obi Wan was still honoring, okay? It's his journey. And I own and I, you know, I love him and I honor Him. And I'm gonna let him do that. So always, always, always authentic emotional connection and begin that. And that's, again part of the practice and the philosophy of the euro method is that always needs to be there when you're sitting down to write the content, because there is the maybe the company philosophy or the personal philosophy. Oh, yes, I'm customer centric. That's a word that a lot of businesses use, I'm customer centric. But then when you have the meeting, or you sitting down to write it? It's like, oh, how do I get more response? How do I get increased sales? that's going to change everything about what you send, how you say it? Everything? Right? versus how can I create a deeper connection with my audience? It's gonna

Susan Tatum 15:53

that's a mindset thing, isn't it?

Kathryn Gillett 15:55

Absolutely. Yeah, absolutely. It is. That's why I say, it's a practice. It's like a philosophy, that's a practice that can take a while to get in that healthy habit of really okay, how can I, I need, okay, I need to increase sales, or I want to increase response. And how do I create deeper relationships with my audience that that will lead to that, you know, but it's it's that that deeper connection, the audience needs to be the thing that that actually is the intention behind everything that we create,

Susan Tatum 16:27

understands that the least, and you have an answer

Kathryn Gillett 16:31

random photo, a random website, it's just it's just really even the even the most customer centric companies. Totally lose sight of that. I mean, when, you know, yeah, I'm not going to name names because I do I like I work with Amazon and Microsoft and Dell, I'm not gonna name names, but oops because the company Yes, they really do believe we are a customer centric company, we want to produce products that, you know, we're really helping make the world a better place for our for our customers. But when the the marketing folks sit down to create stuff, they're thinking, my product is the hero right there, you're going to have that disconnect. If I'm, if my product is the hero from the word hero, then you've missed the mark already, just right there,

Susan Tatum 17:19

do you think is that a natural human tendency to think that what I have is the hero because it's kind of like I'm talking about myself or my product or whatever.

Kathryn Gillett 17:26

And especially like with solopreneurs, so in an organization where there's a marketing person, that's, that's what they're trained to do. Again, I'm not I'm not checking stones at anybody, that's what they're trained to do. That's the model that they're trained to use. That's the way they've always done it. That's the way it's done out there. And then for solopreneurs, yeah, it's about because it is much really close. And really, we just so proud of every right, everyone is solopreneur listening here, you have every right to be really super proud of what you have achieved and what you're offering. And yet, that's not the place to start. Think about, you go to a party, and you walk into the party, and you don't know anybody yet. So you go to the snacks table, you start loading up in on, you know, to Boolean whatever and somebody comes up and starts talking to you, and they're talking about, you know, themselves and what they've achieved in their life. And, you know, basically telling you how smart they are, well, that person is suffering from narcissistic personality disorder. And what do you want to do you want to just go somewhere else you want to be away. And unfortunately, that's what we tend to do with our content, we come off as you know, look how great this is. And again, we have every right to be so proud of what we have to offer. And yet we have to be very careful not to be that narcissist at the party, when it's about them. You know, you need hopefully most of us we go to a party. Oh, hi, I'm Kathryn, tell me about you, you know that you start with you. You start with the other person. Where are you from? You know, where are you originally from? When you do you know what I mean that I actually developed relationships, that creates that emotional connection. And now you got the chance to then engage them in long term relationships,

Susan Tatum 19:08

it seems like anybody that follows what you're talking about, has an opportunity to have a real competitive advantage.

Kathryn Gillett 19:16

Huge, huge. I'm seriously it's human. Yeah, this is the again measurably the hero method using this, again, all of that a lot of this is what that initial connection feels like. It has proven just that one oneness story that I'm thinking of as a client and I just basically use the here method messaging this kind of approach to messaging to create the initial email of a launch that they had done many times before. So the launch itself after the initial invitation into the funnel, let's just say yeah, that's the thing that changed that initial contact changed, everything else, the offer at this price that everything that followed the website, everything was exactly the same. So this is the only variable that changed was this first part of the message that first initial invitation and connection, doubled response, doubled list size, doubled revenue. And we're talking like it's a four, it was $400,000, you know, launches before. Now we're talking 750,000 a huge difference, just by creating that authentic connection right at the front.

Susan Tatum 20:18

That's enormous. Let's take an example of say we were going to invite somebody to a webinar. And the natural I mean, which is what my email box is full of is, hey, we've got this webinar coming up on this topic, and, you know, join us kind of thing. What can you tell us? Like, what kind of change would you make to that approach?

Kathryn Gillett 20:39

Yeah, I would just say, in general, what would you say their wounded land looks like, you know, are you having this problem, this problem? The other problem? Are you wanting this, this and this other thing? Well, this webinars going to help you get from where you are to where you want to be.

Susan Tatum 20:53

That makes total sense. All right

Kathryn Gillett 20:56

Right. And so the way you notice the webinars, the third aspect of this, right. But it's not the least important. Obviously, it's absolute key. This is the force in Star Wars, you know, your, your webinars going to actually help them get from where they are stuck to where they want to be free.

Susan Tatum 21:14

So and you use the words in that, are you feeling this for your experiencing this, so that hits me emotionally, but also lets me know that you're talking to me? Right? If I qualify? Yeah.

Kathryn Gillett 21:25

Yeah. And another thing that works is a man you know, then the imagine you can even bypass the are you having this problem, but you can even just, there's a lot of different ways you can use this. But you need to think it through think the messaging through where are they where they want to be, how do I help them get there, you can even start out with imagine having this this and the other thing, because they already know that, you know, you know that they want this, that they want this not that you think they need it, but they want it right? So imagine having this this and the other thing would that be great, well, hey, after you know, an hour, you know, on this webinar, you'll be able to, you know, be on your way, or whatever that is, you know, that kind of, and again, it's your words, because it's that authentic, human, I call it human to human connection versus business to business communication. Right, you're the first human and that human to human, so it's me being a human to you being a human, and let you know, let me talk about how I can help you get from where you are to where you want to be. So that's basically the formula for every kind of communication you're going to be creating, whether it's a speech, a PowerPoint presentation, you know, video, any kind of content website, all of that it starts with, with that

Susan Tatum 22:34

I'm feeling the need to rewrite redo the website. So, um, we talked about when we talked previously, we were talking about philosophy versus intention. And I think that came from I was saying, when I sit down to, when I start to say something, or I sit down to, to talk about something, I think I'm doing you a service or think I'm trying to help, but am I really doing? Am I trying to help? Or am I trying to accomplish something? That's on my own agenda? Huh? So is that where the intentions come in?

Kathryn Gillett 23:06

Yeah. So that's the different I was Yeah, I was talking before about we can have the philosophy of on very customer focused, which is lovely. But when we sit down to actually write the email, or we sit down to actually write whatever you fill in the blank, I'm going to be doing a speech, what's, you know, what's my priority? Or Oh, well, I want to get people to respond. Oh, I really are like, how often unfortunately, because we kind of tend to put off marketing. So by the time we actually feeling kind of forcing ourselves to sit down and do this, we're feeling a really need to do you know, to make a change. So that tends to be driving what you're doing, that's going to change. Again, this is the difference were you thinking about neurology and psychology, as well as storytelling, which is if I'm sitting here thinking I need to get people to push that click button, that's going to that's the you know, that's the rather than the philosophy, that's the intention, and that's going to feed every word, you choose the tone, the again, the emotion that you have is going to come out on the page, it's going to come out in the video, it's going to come out in the speech, and it's not going to be nearly as effective as if you're thinking, Okay, what I need to do here is create a connection. How do I do that? Now I think even just doing that, because even saying that, hoping you felt the difference. I'm sitting here wanting to write something, I need to get people to click that button versus I'm sitting here writing something and I need to make a connection.

Susan Tatum 24:31

How do I get them to connect?

Kathryn Gillett 24:32

Can you can you feel the difference? So my intention is to create a connection, and that connection is the thing that's going to inspire them to click that button.

Susan Tatum 24:42

So what do you think in terms of this is one of one of the things that we struggle with in in our business here is how do I get them to not ignore me? So how am I going to get through this huge amount of noise that's out there in a non obnoxious way, is so that so it is creating a connection, but I can't create a connection until I get you to acknowledge that I'm that I'm here, I guess, right?

Kathryn Gillett 25:06

Yeah, there is that that's that that's the kind of that ultimate tactic of how are you getting that message in front of folks. So is it you know, again is email? is the banner ads? Is that what you know? Right? Yeah. Right. So it's like, that's how you're getting in front of them, or networking meetings, LinkedIn, whatever that is, you know, how are we getting in front of folks? You know, where are those, again, know your niche? Where are they? And then the question is, how do you then you know, there's a tactical issue about that, how do you how are you actually going to reach them and connect with them. So when you do that. And when you do that, then again, as you said, the way you're going to begin the conversation is going to be so different than what everybody else is saying, you're going to stand out.

Susan Tatum 25:45

But what so what we're seeing on LinkedIn with our work is, if you can say something that lets them know that you know who they are, and that you, you know, you really are trying to connect with them, rather than just, you know, and nobody falls for the fact that you use my name anymore. I mean, that's, it's just too easy to drop that in there. But it really does have to be something that I go back to your word connects with something that's, that's personal, and nothing's going to connect with me better than something that's about me in the right way.

Kathryn Gillett 26:16

Well, and I think too, that's fine. And, you know, and again, it depends on the time so you can create, like, for example, I do, it's a message sequence. It's not an automated workflow. But there is a sequence, I have some articles that I honestly believe are of help to my audience again, I'm a mentor, guiding my audience through their through their journey of understanding more about what we're talking about here. So that so it's, my intention is to be honestly helpful. That's my intention. And so and that's, that's working really well, yeah, really well. So I'm not, you know, not everybody's like I do, before I reach out, I'm like, looking at their profile to see if they fit, right. But beyond that, I am more of a, I do have more of a generic approach. But that intention, again, is to be of help to offer them things that are going to actually help them create more compelling content.

Susan Tatum 27:14

I like, I like the way that you said, I'm the guide, and I'm going to help them get through learning or just move them through help them to move themselves through this path. I think that makes a big difference. And you said you look at their profiles, and I think that makes a difference, too.

Kathryn Gillett 27:28

Yeah. Oh, yeah, absolutely. Absolutely.

Susan Tatum 27:30

That's a little bit of my soapbox anyway. So I think this is just fascinating that I mean, especially when you talk about the results that you get out of just making these seemingly minor tweaks, but yet it requires a guide like you and a mindset of a person that's open minded enough to try something that's different from what's been kind of battered into them, their whole careers.

Kathryn Gillett 27:58

Really true. So continues to come at us.

Susan Tatum 27:58

Yeah, yeah. To your point, you're also dealing with humans, I mean, sit, you know, even if you're in a product company, and the and the owner of the company developed this product, it's his or her baby. And it's really hard for them to understand that nobody really cares right now, about this product, that's always a tough conversation to have.

Kathryn Gillett 28:21

Well, I think one of the things that that really helps with that is that they, you know, by the time I'm working with them, they know that the way they've been talking about it has not been working, you know, they know they go, you know, they talk to somebody and they just see the glaze dies, you know, coming back at them, instead of all the excitement that they're feeling. They're just losing their audience. And they know that they don't know what, what's wrong. They don't know why that's happening. But they know it's happening. So they again, that's their wounded land, right? Yeah, wounded land is they they're they're investing all this time and energy in marketing, marketing and sales, tools, creation, and it just isn't working.

Susan Tatum 29:00

It's just not getting, it's not getting the results that it's not it's not moving through to a sale at some point.

Kathryn Gillett 29:04

It's not generating enough attention. It's not keeping people engaged. And it's not converting enough people to sales. Right?

Susan Tatum 29:11

So tell us a little bit about how you work with clients?

Kathryn Gillett 29:15

Well, there's, there's a few ways that I do that. I do have courses online that that are available for folks to buy and take the courses. I do do one on one, I call it laser coaching, where it's just like quick meetings, you know, through, you know, over a period of time, yeah. And I do what's really popular, I call them VIP, three day VIP journeys, where we just spend three days virtually these days, rolling up our sleeves and just getting a bunch done, whether it's knowing your niche, figuring out that decision journey and how you're going to help them through their journey, the messaging, natural compelling content, messaging, and then actually creating content itself. So those are the four aspects, okay, four layers that the hero method that I take folks who want to

Susan Tatum 30:00

The decision journey, I'm not sure how much we went into that, is that similar to what, what you hear about the buyers journey or the various stages that that they are in?

Kathryn Gillett 30:10

Yeah, yeah. So the decision journey is the, again, the wounded land is where folks are starting out in the wounded land. So how, again, that question we just talked about. So where are my folks? Where is where are they in their wounded land? And how can I reach them. So then basically, the decision journey is kind of the marketing communication plan, okay, here's how I'm going to reach these folks. And then, you know, here's how I'm going to stay in touch with them, educating them along the way. And then here's when they, when they actually buy the elixir, here's how I help them master it, here's how I help them, you know, make the most out of it. And then their, their wounded land is heal. So that's what they're just thinking through that whole process. A lot of times, we just stop at the sale, and we don't realize that the post sale can be just as important for future sales. And so that's really important. And also really, there's a lot of a lot of times there's solutions that can use the customer, the client can use some some support in really mastering that solution. So that's, that's the mastery phase. And then the Human is there given that elixir, they mastered it, and they're there they are transformed, or their world has transformed. So that's basically the plan, how do we how do we stay connected with them. And it can be very, very simple this is one of the things that people really like is that there's, there's so much like, Oh, you got to do this, and you got to do that. And you got to do Twitter and you gotta do Facebook.. No, let's figure out one thing you do, in fact, have the time and energy and resources to do let's start there, then you start doing more of what works and less of what doesn't, and you build out from there. And so you can start adding things, you can start delegating, and start, we can start from actually very simple, you know, process of, you know, networking, you know, let's just say it's a networking thing, or public speaking, email, nurture campaign. And that's all that's all you need to know that can be as simple and effective way to, to generate sales for your business. That simple.

Susan Tatum 32:06

I like that, before we get you to tell us how the listeners can get in touch with you. Is there anything that I neglected to ask you about that you wanted to talk about? Or you think people want to know

Kathryn Gillett 32:15

well, would you do you think it would be helpful if I actually read out an example of content, that use the hero method?

Susan Tatum 32:23

Yeah. Okay.

Kathryn Gillett 32:25

So I have an example here just happened to pull this out for a chat today in case it's helpful. I'm going to read first. Basically, these are for yoga studios. So I'm going to read the yoga studio that use the hero method to write this and then I'm going to read a version of a yoga studio that did not. So we'll be able to see the difference. Okay, so here's the version. Well, you just see which one you resonate. Actually, I'm gonna switch it around, I may or may not do it that way. Well just resonate with more. Okay. Um, our city yoga Alliance school was born out of the passion to share wellness, we believe in the integration of your physical, mental and spiritual health. To help you achieve the optimal state of well being and balance. This is how we created your yoga classes and spa treatments. Our city's premier yoga and spa center. We are an oasis for relaxation and rejuvenation. The center is a place to play, explore, discover and find your balance. We are a warm environment, often literally and feature a variety of daily classes male and female changing rooms with showers, a fresh juice bar and a spacious classroom where you will find a wealth of new friends and self awareness. Okay, that was yoga studio A.

Listen to yoga studio B, and let's see what you think. Tired of overcrowded classes that leave you feeling frustrated, bored or injured. It doesn't have to be that way. Imagine yoga that makes you feel safe, strong, accomplished and relaxed. Your experience begins before you get to the front door, you enter an oasis of palm trees, plants and a flowing fountain. You open the door and you're greeted with welcoming smile. This space is clean, bright and smells pleasant. You settle in you hear your instructors voice the rest of the world falls away. You indulge in your me time for the day you enjoy the challenge of your class. The personalized direction you receive is priceless you know you're staying safe and you feel stronger more confident in each week after class you re enter the day and new. Refreshed with a sense of accomplishment and calm. Welcome to this low body experience. We'd love for you to feel this way to give us a call 5551234567 and we'll help you get started

Susan Tatum 34:30

Well if there's anybody that's listening to this that can't tell the difference between those two that would be a problem you know what I noticed about the first one um, although it was a, somebody somebody once said it's the we we problem that's we go over this thing. We do this, we do that, we do this, we get that? Yeah, I would say that there were some emotional words in that one.

Kathryn Gillett 34:56

Yeah, this is not the one. This one I pulled it because it's not the word. It's not bad based on that that's the model another suggests this is using the hero model but it's not it's not a bad version of that you know. I do get this. I do believe them that they believe in the integration of physical and their passion is about sharing wellness I believe that. Am I really conveying that and that's the thing that and that's interesting because the other version it's not about them at all it's about the Hero. You see the spaces clean and you settle in.

Susan Tatum 35:36

You painted a picture

Kathryn Gillett 35:37

exactly, exactly yeah and then again this is neurology and storytelling the neurology that's called mental simulations. And what that is anytime you read if you're reading a book or what everybody listening to do this next time you read it reading a book fiction book when you're reading it realize. Be aware that you're seeing the you know, here you're seeing the door, you're seeing the fountain, you're seeing the plants. You're in the yoga class, you know, you're you're leaving the class you know, you're having that experience. So there are actual mental simulations of experiences. And when you have that you will create when you have created that in your audience, your audience is going to again, there's that emotional connection. It doesn't have to be you know, you don't I mean, this created an emotional connection. Without this hidden emotion. It was just a mental simulation of a positive experience created that positive emotion and that everybody listened to this. You can remember this yoga studio, months and months.

Susan Tatum 36:40

That's great. That's great. Well, so Kathryn, tell us how somebody can follow up with you learn more about what you do?

Kathryn Gillett 36:49

Well, what I would just say is go to the hero there's as my website there's all kinds of stuff there's there's all kinds of tips and tricks on how to do what we've been talking about here today. You can sign up for I've got free gifts that you can sign up for when you do that you sign up for my mailing list of quick tips or I send you twice a month I send out quick tips about again how to use the alchemy of neurology and storytelling to you know, increase your response and revenue to create compelling content. So that's what I would say everybody out to do right now. Go to The hero method,

Susan Tatum 37:31

All right, and we'll put it in the show notes just in case they're driving a car and can't stop. Alright, well, thank you so much for being here. I really enjoyed it. And I got a ton of notes and a lot of things that I want to try.

Kathryn Gillett 37:45

Awesome. Awesome. Thank you. Thank you, Susan. It was it was a delight being here.

Susan Tatum 37:57

Have a good day. Bye.


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