TL;DR: Stop positioning your brand as the hero. Your customer is the hero of their own journey, and your only job is to be their trusted guide. This single shift is the key to creating marketing that connects, converts, and feels genuinely good.
The Sound of Silence
You’ve poured your soul into your business. You know your product is valuable, your service is impeccable, and your intentions are pure. You launch a new website, start a social media campaign, and send out newsletters. And then… you hear the sound of silence. A few likes, maybe a polite comment, but no real connection, no flood of new clients.
It feels like you’re shouting into a void. Why isn’t anyone listening?
The problem isn’t your product. The problem isn’t your passion. The problem is that your business has a hero complex.
The Hero We Don’t Need
From a young age, we’re taught that the hero gets the prize. In every great story, the hero is the focus. So, naturally, when we build our businesses, we cast ourselves in that leading role. Our websites scream:
- “Look at our innovative solutions!”
- “See our incredible history!”
- “We are the industry leader!”
We’re trying to be Luke Skywalker. But here’s the secret: your customer is already Luke Skywalker. They are the protagonist of their own epic story. They wake up every morning facing their own challenges, fighting their own battles, and dreaming of their own victories.
They aren’t looking for another hero. They’re looking for Yoda.
The Power of the Guide
When you try to be the hero, you put your potential customer in a competitive role. You’re fighting them for the spotlight. But when you shift your position from Hero to Guide, everything changes.
A guide doesn’t steal the show. A guide has already been where the hero wants to go, understands the challenges, and offers a map to success. The guide’s role is defined by two profound, trust-building qualities:
- Empathy: The guide looks at the hero and says, “I see you. I understand the frustration you’re feeling, and it’s completely valid.” For a business, this means articulating your customer’s problem so clearly that they feel deeply seen and understood.
- Authority: The guide then says, “I can help. I’ve navigated this path before and I have the tools to help you succeed.” This isn’t about bragging; it’s about demonstrating competence and providing reassurance that you are a capable and trustworthy partner for their journey.
When you combine empathy with authority, you stop being a vendor and become a trusted ally. You stop selling products and start offering transformation.
How to Become the Guide: A 3-Step Plan
This shift isn’t just a philosophical idea; it’s a practical business strategy. Here’s how to start embodying the guide in your marketing today:
1. Ditch the Jargon, Find the Feeling
Stop talking about your “synergistic frameworks” or “next-gen paradigms.” Instead, talk about the internal feeling your customer is struggling with. Are they feeling overwhelmed by technology? Anxious about their financial future? Invisible in a crowded market? Lead with that human feeling. The first step to being a great guide is showing you understand the emotional landscape.
2. Tell Their Story, Not Yours
Audit your homepage right now. Does the main headline talk about you, or does it talk about a successful outcome for your customer? Your “About Us” page is the only place your origin story belongs. Every other piece of communication should be relentlessly focused on your customer’s story: their problems, their aspirations, and how your plan helps them achieve their goals.
3. Give Them a Simple Map
The hero’s journey is fraught with peril and uncertainty. The guide’s job is to make it feel achievable. Don’t overwhelm your customers with 20 different service options. Give them a simple, 3 or 4-step plan. For example:
- Book a Discovery Call
- Co-Create a Strategy
- Watch Your Brand Come Alive
A clear plan removes confusion and fear, making it easy for your customer to take that first brave step.
Marketing as an Act of Service
When you embrace your role as the guide, marketing ceases to be an act of ego and becomes an act of service. It’s no longer about shouting, but about listening. It’s no longer about being impressive, but about being genuinely helpful.
This is more than just a tactic; it’s a more natural, sustainable, and soulful way to build a business. It fosters real connection, builds lasting trust, and creates a brand that people don’t just buy from, but believe in.
Stop trying to be the hero. Your customers are waiting for their guide.
Now, let’s make this practical.
What’s the #1 problem your customers are trying to overcome? Let’s discuss in the comments how you can guide them to a solution.