Use your website to position yourself as a guide and win more customers

This week I want to talk about how to position yourself as the guide in your customer’s story, not the hero.

Here are the main points:

• Your customer wants to be the hero
• Being the guide makes it about them
• How to do this on your website

The reason this is important is because most businesses position themselves as the hero. But once you understand why it’s important to be the guide, then you can connect with your ideal customer in a deeper way. Which will lead to more high quality leads.

(Note: These concepts originate from Donald Miller’s Building a StoryBrand framework)

Let’s dive in!

Your customer wants to be the hero

Your ideal customer wants the story to be about them. They are looking for you to do at least one of the following:

• Save them time
• Save/make them money
• Help them be less stressed

Think about all the great infomercials that exist. Buy product X and it will transform your life!

Here are some examples:

• Magic Bullet Blender(Time saver). It allows you to blend, chop and mix ingredients in seconds!
• ShamWow(Money saver). Save money and stop buying paper towels. The ShamWow is all you need to clean up any mess!
• Roomba Robot Vacuum(Stress reduction). Hands free vacuum cleaner that allows you to have a clean home without the physical effort of vacuuming!

The guide makes it about them—the hero makes it about you

By flipping the script, you’re allowing the customer to be the hero of their story.

All great stories allow the hero to flourish. But there is a guide that helps them along the way. This is where you want to position your business. The guide provides the key steps to get the hero past their challenge.

When you start seeing yourself as the guide, your customer will feel like they won because of something they did. Take a step back and allow the spotlight to be on them.

In Star Wars there is a great example. If Yoda tried to fight Luke Skywalker’s battles, Luke never would have listened to him.

Instead, Yoda provides the instructions and guidance for him to be the hero.

Be the Yoda in your customer’s story.

How to do this on your website

At this point you’re probably saying, “great, but how do I achieve this on my website?”

I prefer to do this on the homepage with a section explaining how you are the guide in their story. Here are some tips for doing that.

• Focus on them, not you
• Empathize with them
• Show you understand them

If you don’t empathize and show that you understand them, they won’t trust you to be their guide. Guides have done it before and know the path to success. Be that person for your ideal customer.

Remember, your goal is to help them succeed.

When that is your focus, everyone wins.

That’s it!

As always, thanks for reading.

Hit reply and let me know what you found most helpful this week—I’d love to hear from you!

See you next Friday,

Luke