Why You Shouldn’t Be the Hero of Your Brand Message

There’s a subtle but costly mistake many business owners make when communicating their value:

They unintentionally make themselves the hero of the story.

It often sounds like this:

“We’ve helped hundreds of clients…”

“Our process has built 7-figure businesses…”

“We know exactly what to do - we’ve done it ourselves.”

These statements are meant to build trust - and to a certain extent, they do. But when they become the center of your messaging, something important gets lost: the customer.

When your brand positions itself as the main character, your audience is left wondering where they fit into the story. They start to feel like an afterthought, or worse, a supporting role in your success.

What Your Customers Actually Want

Here’s the truth: people don’t want to be impressed. They want to be understood.

When someone is looking for a solution - whether it’s a service, a coach, or a product -they’re already in the middle of a story. They’re facing a challenge. They’re trying to get somewhere. They’re navigating uncertainty, frustration, or overwhelm.

They don’t need a spotlight-stealing expert.

They need someone who can guide them through the next step.

And that means your messaging needs to reflect their journey, not just your credentials.

The Shift That Changes Everything

When you position your customer as the hero, the entire dynamic of your marketing changes.

Your job becomes less about convincing - and more about clarifying.

Less about proving yourself - and more about equipping others.

Less “look what I’ve done” - and more “here’s how I can help you win.”

This doesn’t mean you can’t share your wins or your experience.

It means you frame those things in a way that serves the person reading them.

For example, instead of saying “We’ve built 7-figure brands,” say:

“We help business owners clarify their strategy so they can finally scale without burning out.”

Now, the spotlight is on the reader. You’re still sharing your expertise - but through their lens.

How to Create Messaging That Connects

Start by getting clear on what your customer actually wants. What are they working toward? What’s keeping them stuck? What internal frustrations are they carrying around that they may not even be saying out loud?

Then, speak to those things - directly and honestly. Show that you understand their goals, not just their problems. Use language that puts them at the center of the story.

And when you talk about your process, your wins, or your experience, ask:

“How does this help them move forward?”

Because when your audience feels seen in your message, they start to trust you. And trust is what creates momentum - not clever taglines or flashy promises.

Want to know if your message is making the right impact?

Take the My Business Report - it’s a free assessment that helps you evaluate whether your marketing is resonating with the people you’re here to serve.

If your content sounds good but isn’t converting, the problem might not be your offer.

It might be the story you’re telling - and who it’s really about.