Why You Need A Customer First Approach In Marketing – And How StoryBrand Can Help
Are You Talking At Your Customers Instead Of To Them?
Many businesses invest heavily in marketing but struggle to see results. The problem is often that their messaging is brand-centric rather than customer-focused. They talk about their achievements, their products and their services without making it clear how they solve the customer’s problem.
The harsh truth is your customers don’t care about you. You’re just a means to an end. And the end is how you can help them.
A customer-first approach flips the script. Instead of focusing on what you want to say, you focus on what your customers need to hear. And this is where StoryBrand and the principles of Unreasonable Hospitality come in.
What Is A Customer First Approach In Marketing?
A customer first approach means structuring your marketing around the needs, desires and pain points of your customers-before anything else. It’s about:
✅ Speaking in clear, relatable language that customers instantly understand.
✅ Positioning the customer as the hero of the story (not your brand).
✅ Making sure every marketing touchpoint is designed around their journey, not your company’s agenda.
✅ Delivering exceptional customer experiences that turn buyers into lifelong advocates.
Building trust, creating real connections and ensuring customers feel seen and valued – exactly what Will Guidara’s Unreasonable Hospitality teaches us.
Customer First vs Brand First: Which One Are You?
Take a moment to assess your current approach:
✅ Customer first approach:
- Your website and marketing materials talk about customer problems and how you help solve them.
- Your sales team listens more than they pitch.
- Your customer service goes beyond fixing issues, creating memorable moments.
❌ Brand first approach:
- Your messaging is focused on your awards, features and company history.
- You use jargon and industry terms that mean nothing to your customers.
- Your marketing feels disconnected from real customer experiences.
If you find yourself leaning toward a brand first approach, it’s time to shift gears.
Where StoryBrand And Unreasonable Hospitality Intersect
StoryBrand, developed by Donald Miller, provides a framework for clear, compelling marketing. It helps businesses simplify their messaging so customers instantly understand why they should care.
Unreasonable Hospitality, popularised by Will Guidara, takes customer experience to the next level – turning ordinary moments into extraordinary ones customers can’t stop talking about.
When combined, these two approaches create a marketing and business development strategy that is:
- Customer-centric (built around solving problems, not just selling).
- Emotionally engaging (earning loyalty through meaningful experiences).
- Story-driven (using narratives that connect and convert).
Think of it this way – StoryBrand gets the customer to listen. Unreasonable Hospitality makes them stay, return and tell others.
How To Build A Customer First Marketing Strategy
1. Identify what your customers actually want
Customers don’t buy products or services. They buy solutions to their problems.
StoryBrand’s 7-part framework starts with defining the problem your customer is facing. What pain points do they have? What obstacles stand in their way?
📌 Action Step: Instead of talking about your product’s features, answer this: What’s the real problem your customer wants to solve?
Example:
Brand-centric approach: “Our software has advanced AI-powered automation.”
Customer first approach: “Tired of spending hours on admin? Our AI software helps you get your time back.”
2. Make the customer the hero (not your business)
Many companies mistakenly position themselves as the hero of the story. But your customer is the real hero – and your brand is the guide who helps them win.
Unreasonable Hospitality shows when customers feel valued, understood and taken care of, they form emotional connections with your brand.
📌 Action Step: Shift your messaging from “Look at how great we are” to “Here’s how we help you succeed.”
Example:
Brand-centric approach: “We’ve been in business for 20 years and are industry leaders.”
Customer first approach: “You deserve a marketing partner that helps your business grow. That’s where we come in.”
3. Deliver exceptional customer experiences
Marketing doesn’t stop at the sale. Every interaction a customer has with your brand reinforces (or damages) their perception of you.
Unreasonable Hospitality is about small, thoughtful touches that make customers feel special. These can be as simple as a handwritten thank-you note, a personalised email or a surprise freebie.
📌 Action Step: Find one way to go above and beyond in customer interactions this month.
Example:
✅ A letting agent could leave a personalised welcome package for new tenants.
✅ A law firm could send a follow-up email checking in after a case is resolved.
These seemingly small moments build lasting relationships and generate word-of-mouth marketing that money can’t buy.
Real-World Example: How Pret A Manger Creates Loyalty Through Experience
Pret A Manger has long been known for its customer first approach, blending marketing with memorable customer experiences. While its original free coffee giveaway policy gave staff the ability to delight customers unexpectedly, recent changes have shifted the focus toward a structured subscription model that still prioritises customer loyalty.
💡 How Pret puts customers first today:
- Flexible subscription model: The new Club Pret offers customers 50% off barista-made drinks for a lower monthly fee, making loyalty more accessible to a wider audience.
- Personal touches remain: Despite changes, Pret continues to create moments of delight, whether through friendly staff interactions or quick service that respects customers’ time.
- Consistency across locations: Whether in London or Edinburgh, customers experience the same quality service, reinforcing the brand’s reliability and trust.
📌 Lesson for businesses: The takeaway isn’t just about giving away free coffee. It’s about understanding what makes customers feel valued and adapting strategies accordingly. A customer first approach is about meeting people where they are, not just offering perks.
The Bottom Line: Make Your Customers Feel Seen, Heard, And Valued
A customer first marketing approach isn’t just good practice, it’s the key to long-term success.
By combining StoryBrand’s clear messaging with Unreasonable Hospitality’s exceptional experiences, you create a brand that customers don’t just buy from – they love, return to and recommend.
📌 Final Thought: If you don’t put customers first, they won’t put you first. In a world where customers have endless choices, the brands that win aren’t the loudest – they are the ones who listen best.
So, what’s one thing you can do today to put your customers first?
💡 If you want to transform your marketing and create a customer first strategy that works, let’s talk. STORY22 helps businesses craft clear, compelling messages and unforgettable customer experiences.