Become the Guide, Not the Hero in Your Marketing Messages

When crafting your marketing messages, remember: your customers need to be the Heroes of their own stories. Position yourself as the Guide, not the Hero.

As Donald Miller, author of Building a StoryBrand, explains, people are not interested in your company’s history or accomplishments. They’re focused on their own challenges and desires.

Your role is to be their Guide.

Your target audience faces a specific problem. They’re searching for a Guide – a trusted advisor – to provide a solution. They don’t need another Hero.

Acting like the Hero turns customers off.

To connect with your audience effectively, position your brand as a knowledgeable Guide using these two principles:

1. Empathize with Their Struggle:

  • Show that you understand their pain points. What challenges do they face? What obstacles hinder their progress
  • Acknowledge their feelings. Let them know you understand their frustrations and concerns.

2. Demonstrate Your Expertise:

  • Showcase your knowledge and experience to solve their problem. Highlight your qualifications and achievements.
  • Offer practical solutions. Present your product or service as the answer to their problems.

By following these principles, you’ll communicate a powerful message: “I understand your situation, and I can help you overcome it.”

This approach will make your marketing messages more compelling, relevant, and effective in attracting and converting your target audience.