How to Position Yourself as the guide to your customer

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Uh Oh, you may have made the same mistake thousands of businesses make when crafting a marketing strategy to connect with their customers.  Are you the hero of your story, or the guide? 

Most businesses make themselves the hero, but your customers are looking for a guide to help them solve their own problems.  The customer is the hero of their story, searching for a guide who will give them a plan to overcome their problems so their journey avoids failure and ends in success. 

At Circle City Web Design, we specialize in helping businesses create stories that resonate with their customers to keep them coming back to their websites.

#1 Identify Your Customer’s Problem or Pain Point

The first step to positioning yourself as the ideal guide for your customers is understanding their needs. To do this, start by analyzing your customer’s current situation. 

  1. What challenges are they currently facing? 
  2. Do they need help achieving a goal or solving a problem?
  3. What do your customers aspire to be?
  4. What frustrations have you faced when dealing with similar products or services?
  5. What do you think your company can offer that other similar company cannot?
  6. How can your company improve the customer experience?
  7. What would you like to see our company do differently?
  8. What do you think our company should do to remain competitive?
  9. How can our company better meet their needs?

Once you have a clear understanding of your customer’s needs, you can start crafting a story that will resonate with them.

How to position yourself as the guide to your customers

#2 Craft a Story that Resonates

The next step is to craft a story that resonates with your customer. As Donald Miller explains in his StoryBrand Marketing book, stories are powerful because they allow us to connect with our customers in an emotional way. 

Your story should focus on how you can help your customers solve their problems and make them the hero of the story. Use messaging that creates strong visuals to bring the story to life and make sure it reflects your customer’s values and beliefs. 

There is where testimonials come in. If you’ve solved problems for other customers, share them! If you don’t have any customer testimonials, incentivize them with giveaways, discounts, and other value offers.

Here are some questions you can answer to craft a story that resonates: 

  1. What value do our products and services provide to our customers? 
  2. What problem are our customers trying to solve with our products and services?
  3. What makes our company unique and stands out from the competition?
  4. What successes have our customers experienced due to our products and services?
  5. What challenges have our customers faced when they used our products and services?
  6. What key milestones have we achieved as a business?
  7. What are the core beliefs and values of our business?
  8. Who are the inspiring personalities behind our business?
  9. What impact have we had on the industry or our local community?
  10. What is the overall vision and mission of our business?

#3 Use the Right Visuals

In addition to crafting a story that resonates with your customer, you should also use the right visuals to help convey your message. Visuals are a great way to capture attention, engage customers, and make your story memorable. When selecting visuals, make sure they represent your customer’s needs and your solution clearly and concisely. 

Visuals have become an integral part of marketing in the digital age. In fact, studies have shown that visuals are processed 60,000x faster than text, making them an incredibly effective way to get your message across.

Using visuals strategically in marketing can help you engage with potential customers, build your brand, and drive conversion. In addition, visuals can turn complex concepts into easily digestible concepts that customers can quickly understand and respond to.

Using the right visuals for your marketing can help you achieve better results. According to research by Venngage, using visuals in blog posts can increase views by up to 94%. Similarly, posts containing visuals on social media can generate 650% more engagement than those without.


#4 Show Your Expertise and Empathy

The last step to positioning yourself as the ideal guide for your customers is to demonstrate your expertise. Use case studies, testimonials, and blog posts to showcase your expertise and let your customers know you can help them achieve their goals. When crafting your content, focus on the value you’re offering and how it can help solve your customer’s problem. 

Additionally, demonstrate your empathy for your customers. People want to do business with a brand that truly understands how they feel and what they are experiencing. For instance, would you be more likely to buy a diet plan from someone that’s always been fit or something that was preciously overweight and is now healthy?

Businesses should tell their customers’ story, emphasizing the problems they are trying to solve and how the company’s product or service can help. Rather than talking about the features of their product, businesses should explain how their product can help the customer overcome their challenge. For example, an online clothing retailer might talk about how their clothes are designed to help customers feel confident and empowered in the workplace, which can ultimately help them advance in their careers. 

Another way to show empathy in a marketing message is to meet customers where they are. Businesses should listen to their customer’s feedback and consider it when crafting their messages. Companies should also be mindful of their tone and language, using phrases and words that resonate with their customers. For instance, a restaurant that emphasizes fresh, healthy options might use language such as “nourish your body” or “make your meals nourishing.”

It’s important for companies to understand that empathy is not only about understanding the customer’s challenges but also about responding with solutions that meet their needs. By creating messages that convey empathy and support, businesses can build deeper relationships with their customers, helping them to stay loyal and engaged. 


By following these tips, you can position yourself as the ideal guide for your customers and help them solve their problems. At Circle City Web Design, we can help you craft emails that connect your customers with your business story. We create websites and offer marketing services that stand out from the competition so businesses can focus on running their company. If you have questions about website security or how to keep your team safe, Book a FREE Consultation Now: Click Here.

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