If you are having trouble connecting with your ideal client, it might be because you’re making the mistake of playing the hero.
Your ideal client doesn’t need you to be their hero. Your ideal client needs a guide with the tools, knowledge, expertise and confidence to help them overcome their challenges.
Why? Because the reason someone will seek out your services is because they’re looking for a solution to a problem they have.
A lot of businesses make the mistake of positioning themselves as the hero with all of the answers. But doing this takes the focus away from the customer’s journey (and can feel a little icky and self-centred).
Let me give you an example:
Are you a business owner needing help connecting with more of your ideal clients?
✅ I’ll teach you effective strategies to incorporate into your marketing so your content resonates with, attracts and converts your target audience. Together we’ll make every inquiry an ideal inquiry! (Me = Your Guide)
❌ I’ve mastered the art of successfully connecting with my target audience and can now say every inquiry is from my ideal client. I’ll show you how I do it. (Me = The Hero)
Can you feel the difference?
If you read both of these as captions, who would you choose to work with? The guide or the hero?
Communicating your authority and expertise is ABSOLUTELY important. But like anything, there’s a time and a place.
Here’s 2 quick strategies to make yourself more GUIDE-like in your marketing content:
✨Focus content on solving specific problems relevant to your target client. Share snippets of your deep knowledge!
✨Show your audience WHO YOU ARE, not just what you do. Let them feel connected to the face behind the business—the person / people they’ll be working with.
If you need help figuring out how to best communicate your value without playing the hero, check out this blog post.