Why you need to be the guide, not the hero in your client's journey

Ruin every movie, every book you have ever read. Because when it comes to storytelling, every movie, every book we have ever watched or read has been designed the same way. In fact, if you want a good book to read, go read. Building a Story Brand by Donald Miller. It is probably the best marketing book, the best storytelling book ever written. In fact, his company is based right there in Nashville.

Because the brand, story, the storytelling framework has been the same for 2,000 years. And it goes like this. There is an individual, a hero, as Donald calls him, who has a goal.

But there's a challenge keeping them away from that goal, preventing him or her from getting to that goal. And when they understand they have a challenge, that's when they come searching for the guide. You remember, you are never the hero of your prospect or client story. You are just the guide. Because as a guide, you're coming to them with a plan, your process, a plan to help them have success and avoid failure.

So if you spend all of your time with your marketing, your marketing strategy, everything you put out to your prospects, telling that story of your ideal prospect, ideal client, the hero with a goal, who has a challenge, who needs the guide with the plan to have success, if you focus all of your effort telling that story over and over and over and over again, you will never waste a marketing dollar again.