Instead of being the hero, consider positioning your business as the guide.

In the realm of marketing, businesses often fall into the trap of self-focused communication.

It’s easy to get caught up in talking about our achievements, products, and services, positioning ourselves as the hero of the narrative – you’re great! Why wouldn’t you? However, a fundamental shift in perspective can elevate your marketing to new heights. Instead of being the hero, consider positioning your business as the guide and your customers as the heroes. This approach not only resonates with your audience on a deeper level but also paves the way for more meaningful connections and successful outcomes by shining the light on them.

Making your customers the heroes

In the hero’s journey, the hero faces trials, learns, and transforms. By placing your customers in the hero’s role, you acknowledge their challenges and empower them to achieve success through passing on your wisdom. Craft your messaging in a way that speaks directly to your customers’ needs and aspirations. Highlight the transformations they can experience through your products or services. By positioning your customers as heroes, you foster a sense of purpose and belonging that resonates deeply.

Embracing the guide role

Most businesses make the error of placing themselves at the centre of their marketing narratives. They boast about their accomplishments, showcase their products, and promote their expertise. While this might seem like the natural way to attract customers, it often falls short of truly engaging and resonating with the audience. Why? Customers are seeking solutions to their own challenges, and they want to feel understood and supported rather than bombarded with self-praise. In short, they don’t care about you, they care about their problem being solved. To create more engaging and compelling marketing, consider stepping into the role of the guide – The Yoda, Gandalf, or Mr.Miyagi if you will. In every great story, the hero has a mentor or guide who assists them on their journey. Your business can play this guiding role for your customers. Position yourself as the trusted advisor, the one who understands your customers’ pain points and desires, and is equipped to help them overcome challenges – The Fairy Godmother to their Cinderella.

Providing a clear path

As the guide, your business has the knowledge and expertise to provide a clear path forward. Offer solutions, insights, and guidance that empower your customers to make informed decisions. Present a roadmap that outlines how your products or services can help them overcome obstacles and achieve their goals. This clear path creates a sense of trust and reliability, positioning your business as an indispensable resource – knowledge is power.

Empowering with calls to action

Just as the guide equips the hero with tools and advice, your marketing should empower your customers with meaningful calls to action (CTAs). These CTAs should guide them toward taking steps that align with their journey. Whether it’s signing up for a consultation, downloading a resource, or making a purchase, ensure that your CTAs reflect the next logical step in their path to success.

Shifting from a self-focused hero narrative to a guide-hero approach is a proven way to connect with your audience. By placing your customers at the forefront of your marketing story, you create a sense of empathy, understanding, and empowerment. Your business becomes the trusted guide, offering the expertise and support needed to overcome challenges. Remember, in the world of marketing, it’s not about showcasing your business as the hero; it’s about guiding your customers to become the heroes of their own stories.


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