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.