The Dawn of Justice in Business

Batman, Superman, Wonder Woman, the Flash, Captain America … these superheroes evoke something deep inside of us to be great! We fantasize about their special powers and we cheer their stand for justice and all that is good.

The superhero movies bring out the child in us. No wonder they've done so well. Remember back to when you were a kid. All we had to do was put on the mask and don the cape. Then we were the superhero! 

And that’s the point of this article.

Would you like to give your marketing message super powers? What if you really could become the superhero of your clients? Does this sound far fetched?

Here’s how you can do it …

  • Identify the villains hounding your customers. Villains can have many faces. Find out what's plaguing your clients. Name their villain and go after it with a vengeance!
  • Step up as superhero and reveal your powers. You, or your company, need a “superhero name.” You need a title that sums up who you are and what you can do for your clients. This title should be short, catchy, dynamic and easy to understand. What is it you do better than anyone else?
  • State your mission. Superman's mission is: “Fight the never-ending battle for truth, justice and the American way!” This serves as a great model for you. Build your own mission statement that embodies what you do. Make it short, sweet and powerful.

Here's an example:VILLAIN: Anemic Advertising. This creepy character sucks the life out of small business advertising budgets. This villain wastes all your money on ads that get little response. Ad dollars go out, but revenue doesn’t come in. Anemic Advertising leaves victims penniless and discouraged, even destroying many businesses.

HERO: Captain Copywriter. Magically transforms limp, lazy, lackluster ads into profit-pulling powerhouses. Multiplies revenue while at the SAME TIME slashes your ad spending. Produces sales, profits, and peace of mind.

MISSION STATEMENT: “Captain Copywriter fights a never-ending battle for better ads, producing more profits, more often.”

Use Your Identity

So how do you engage your “superhero identity”?

You start “living it.”

Perhaps until now, you've seen yourself as a mild-mannered copywriter. But what if you've become Captain Copywriter?

How would the Captain behave?

How would he talk?

What would his costume (website) look like?

What insignia would he display?

What are his sayings and catch-phrases? (Superman had “Up, up and away!” – what would YOURS be?)

Once you get into character as your “superhero,” you’ll start thinking like he would!

Let me prove it.

If mild-mannered-you came across a bank robbery in progress, you might not know what to do. (Other than maybe call the police.)

But what if you were Clark Kent and you came across that same robbery in progress. NOW what would you do?

You’d intervene, of course.

You’d duck into a doorway or alley, put on your super-suit and move into action! Goodbye robbers!

See how simply IMAGINING a super hero identity gives you access to superhero strategies?

Let's say it's the real thing now. Your client is in trouble, calling for help. With your “super powers” you can see right through their problem. You step up, puff out your chest and with a calm voice say, “Don't worry Mam, I've got this!”

What are you waiting for? Tear off those glasses, don your cape, and fly to the rescue!

What will you do differently now that you own a “superhero” identity?

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at