In StoryBrand messaging we talk about you being “The Guide.” But what does that actually mean?

It means that instead of you putting yourself/your company/your service at the center of your message--you put your client or customer at the center.

Putting yourself at the center of your message looks like…

We have sunglasses, hats, and sunscreen so come in today!

In this version, you are the hero. Swooping in to save the day--you have all the things!

Putting your customer at the center of your message looks like...

You shouldn’t have to wait to have fun in the sun--come stock up on sunglasses, hats, and sunscreen today so you don’t miss a moment.

In this version, you are the guide. You understand your customer (someone who wants to be able to be spontaneous with their outdoor activities) and you are guiding them to a solution that will allow them to do that (buying the sunglasses, etc.).

So how do you position yourself as a “guide” instead of the “hero?” You need to demonstrate two things: empathy and authority.


Empathy might look like, “I was where you were and it drove me crazy too. That’s why I created this product!” or, “You’d be surprised how many people we’ve met who feel the same way about…”

Anything that says, “I understand where you are right now” would be a demonstration of empathy.


Demonstrating your authority might feel a little like bragging/making yourself the hero. But done correctly, it really isn’t. And you do need to demonstrate your authority because otherwise--why should anyone trust you? 

Anything that shows your expertise--certifications, number of years in the field, conference presentations--would fall into this category.

Using a healthy amount of each (plus the other pieces of the 7-part framework) will put your clients at the center of your message, and position you as their wise and helpful guide.

amy mertz in form creationsABOUT AMY
Amy Mertz is our Creative Director, StoryBrand Certified Guide, and copy writer. When not in the office you can find her chasing down her toddler, searching the land for great coffee, or espousing the current books on her nightstand.