How to Make Your Audience the Hero of Your Story
What if I told you your story isn’t really about you?
That might sound strange—after all, you’re the one telling it, right? But here’s the thing: The best stories aren’t about the storyteller. They’re about the audience.
Think about some of the most successful marketing campaigns, like Dove’s Real Beauty Campaign. It wasn’t about Dove. It was about real women, real beauty, and real self-perception. The audience saw themselves in the campaign, and that’s why it resonated.
Brands, businesses, and even personal storytellers make the mistake of centering themselves. They talk about their achievements, their mission, and their impact. But if you want your message to truly land, you need to flip the script and make your audience the hero.
Here’s how.
1. Start with Your Audience’s Problem, Not Your Own
Most people start stories like this:
“We created this company because we wanted to do X.”
But what if you started with:
“We know you’ve been struggling with X, and here’s how we can help.”
Dove didn’t say, “We want to redefine beauty.” They said, “Women don’t see themselves as beautiful, but they should.” They highlighted their audience’s experience first, then positioned themselves as the guide to help solve that problem.
How to apply this:
- Before you tell your story, ask what your audience is struggling with.
- Frame your story as their journey, with you as the guide.
Example: Instead of “Our company makes the best skincare products,” try, “If you’ve ever looked in the mirror and felt frustrated with your skin, we get it. That’s why we created [Product].”
2. Show Your Audience in the Story—Literally
The best way to make your audience feel like the hero is to put them in the story.
Dove’s Real Beauty campaign worked because it didn’t feature models. It featured real women of all shapes, sizes, and backgrounds. The audience could see themselves in the campaign.
Too many brands and people tell stories that make them the main character, expecting the audience to just relate. But if you want to truly connect, you need to reflect your audience’s experience back to them.
How to apply this:
- Use testimonials, case studies, or real-life stories from your audience.
- Create content that highlights them, not just your brand.
- Use language that makes them feel like part of the story.
Example: Instead of “Our app helps people get organized,” say, “Meet Sarah. She used to feel overwhelmed by her never-ending to-do list until she found [Your App]. Now she finally has time for what matters.”
3. Tap Into Emotion—Make Them Feel Something
Why do we root for underdogs in movies? Why do we cry at heartfelt commercials? Because we’re emotionally invested.
Storytelling isn’t just about information, it’s about connection. And if you want to make your audience the hero, you need to make them feel something.
Think about the Extra Gum "Sarah & Juan" commercial, a beautifully simple love story told through small moments and a pack of gum. The brand wasn’t the focus—the couple’s journey was. Viewers weren’t just watching an ad, they were experiencing nostalgia, romance, and emotion. The product became part of the audience’s personal moments, not the other way around.
How to apply this:
- Use real emotions in your storytelling.
- Make your audience feel seen, heard, or inspired.
- Don’t be afraid to share struggles, failures, or raw moments, it makes stories more relatable.
Example: Instead of “We have the best customer service,” say, “Ever felt like you’re just a number when you call for help? We believe in treating customers like family, and that’s why [Brand] picks up the phone in under 30 seconds.”
4. Use “You” More Than “We”
Here’s a simple trick: Count how many times you say “we” versus “you” in your story.
Most brands overuse “we.”
“We built this company to help people.”
“We know how to solve this problem.”
Now, flip it to “you.”
“You deserve a solution that actually works.”
“You’re working hard, your time should be spent on things that matter.”
Small change, huge impact.
How to apply this:
- Scan your next social post, ad, or website copy and replace “we” with “you” wherever possible.
- Make sure your audience feels like the center of the story, not your brand.
Example: Instead of “We help businesses scale faster,” say, “You’ve built something incredible, now it’s time to take it to the next level.”
5. Give Your Audience a Clear Role in the Story
What’s a hero without a mission?
If your audience is the hero, they need a clear next step. Whether it’s signing up for something, joining a movement, or even just reflecting on a message, you need to invite them to take action.
Dove’s Real Beauty campaign encouraged conversations. Nike’s “Just Do It” inspires people to push forward. The best stories don’t just tell, they invite participation.
How to apply this:
- End your story with a clear action for your audience to take.
- Make them feel empowered to do something.
Example: Instead of “We offer free coaching sessions,” say, “Ready to take your story to the next level? Book a free coaching session today and let’s craft your winning narrative.” (Personal Testimony: I do this in all of my videos and it works!)
Your Story Works Best When It’s About Them
When you make your audience the hero, your story becomes more relatable, engaging, and impactful because people don’t just hear it, they see themselves in it.
So before you tell your next story, ask yourself:
- Am I focusing on my audience’s journey or my own?
- Does my audience feel like the hero?
- Am I inviting them to be part of the story?
If the answer is yes, congratulations, you just leveled up your storytelling game.
Ready to Craft Stories That Actually Resonate?
Want to make your audience the hero of your brand, campaign, or content? Let’s do it together. Book a free story coaching session with Scout Stories, and let’s make your next story unforgettable.
I'm Erin Peterson, part of the team at Scout Stories. Think of us like a therapist, but for stories.
We listen and get the details out.
Provide perspective.
But most importantly, we teach you to create connections, build relationships that attract the right kind of attention.
Want to learn more? https://scoutstorytellers.com/