Short excerpt from a YouTube video by Jeff Langmaid titled "It’s Their Story — You’re Just the Guide." The speaker advises that in client-facing stories the client must be treated as the central character; the guide (you) should clarify the client’s problems, present yourself as the helper, issue a clear call to action, and explain the benefits of taking action versus the consequences of not acting.
But people need to understand the consequences for their action. The clearer they start to understand those consequences, the better it is and the easier it is for them to make a decision. You started out with the character. The character in this journey is always the client, the person. Not you, not you. Never. You keep that in mind. It's always about the other person. That individual has some form of a problem, right? That's obviously what you're trying to solve. What are the issues and problems that they're dealing with? Then it's about introducing yourself as the helper, the guide, the person that may be able to get them what they're hoping to achieve. You make a call to action. What do they do now that they understand that? And if they decide to take that action, what can they expect in terms of benefits? Or if they don't, what would they expect in terms of challenges.
