Easy Ways to Get More Leads from Your Website – #3 – Be the Guide, Not the Hero

April 15, 2020 | Weekly Marketing Tip

Are you positioning your brand as the guide or the hero when it comes to marketing? Watch today’s marketing tip to find out why you’ll win more business when you’re the guide.

Full transcript is below.

Full Transcript

When somebody goes to your website, is all of the language, is all of the copy about you and your company, or is it about them? Hi, my name is Steve Phipps, and this is the daily marketing tip from Wayfind Marketing. When people come to your website, they’re coming there because they’re looking for a solution to a problem. And you have the unique opportunity to help them understand how you solve that problem. And the way you can do that, and here’s the tip, position yourself as a guide.

Now in the context of story, there are different characters. And in the context of this story, your customer is the hero of the story, and in most stories, the hero meets a guide. The guide is the one who has the solution, or has the plan, rather, to help the hero overcome their problem, and experience success. Well, you get to be the guide. That’s an incredibly important role. So you want to make sure that your verbiage, your language on the website is focused on what you do benefits them. If it’s all about you, then you’re positioning yourself as the hero of the story, and that’s going to turn people off. They’re not looking for a hero, they’re looking for a guide. So, one of the ways you can do that is to make sure that your content clearly explains the benefit of what you do for them. And another way to do that is to make sure that you have an empathy statement, or have some language that helps you identify with the pain that they’re experiencing.

So it could be something like, hey, we understand how challenging this is, or we’ve worked with a lot of people, and so we really understand what you’re going through. Something that humanizes you and your brand, and it lets them know that not only you have the ability, the authority to solve this problem, but you also understand it from an emotional standpoint. That can go a long way towards creating connections, and helping you win more business.


When Marketing Feels Like Starting a Fire with Wet Wood