Every time your potential customers visit your website they are telling themselves a story. It's a story where they are the "hero" and they are trying to overcome some kind of difficulty.
Our job in marketing is to take potential customers from a less desirable "before state" to a more desirable "after state."
- Business author Ryan Deiss.
The problem is there can only be one hero in a story, and the hero is your customer. If you are talking about yourself or your business and how great you are, you are making yourself the hero of the story.
This creates confusion and reduces your customer's desire to take action.
You are the Guide, Not the Hero
Most businesses talk about themselves and try to tell potential customers about how wonderful their business is.
And I get it.
You want them to know your product is great and you're a great company, but you can do that after you tell them how you can assist them in solving their problem.
People are continuously telling themselves a story in their own mind, and they are the hero of that story.
There is only one hero in the story, and that's your customer.
If you are making your business the Hero, then now they are the sidekick. And no one wants to be Robin to your Batman.
You want to position yourself as the Guide, or the Mentor.
~ Author Donald Miller
The guide or mentor in the story is the one who has had that same problem your customer has.
They empathize with them because they understand the problem.
They found a solution to that problem and they have a plan to help the customer/Hero solve that problem.
The Guide has empathy, understands the problem, used to be just like them until they discovered the solution, and now they have a plan to give them that solution.
This solution will deliver your customer to the positive outcome they deserve and avoid the negative consequences that come with not solving this problem.
The hero in the story is the one who needs help, and by positioning yourself as the guide, you are positioning your company in the customer's brain as the one who can take them across the finish line.