Positioning Yourself as the Guide

When you’re building a business on your own, it’s easy to feel like everything depends on you—and it does, to a point. But one of the biggest mistakes solopreneurs make in their messaging is trying to be the hero of their own brand story.

According to Donald Miller’s StoryBrand framework, the customer—not the business—is the hero. Your role, as the business owner, is to be the guide. This single shift in how you communicate can make your brand more relatable, more persuasive, and ultimately, more successful.

Why the Guide Role Matters

Think of the most powerful stories: Star Wars, The Hunger Games, The Matrix. In each case, the hero—Luke, Katniss, Neo—is the one facing uncertainty, obstacles, and transformation. But they don’t go it alone. They have a guide: Yoda, Haymitch, Morpheus. Someone who’s seen this path before, who provides clarity, encouragement, and a plan.

That’s your job as a solopreneur. Your audience is the hero. They’re struggling with something you’ve already helped others overcome. Your messaging shouldn’t center on your awards, credentials, or journey—it should focus on their challenges and the transformation you can help them achieve.

What This Looks Like in Practice

Most websites are filled with “About Me” content on the homepage. But what if, instead, you led with a headline like:
“Overwhelmed by your marketing? Let’s create a plan that actually works.”

That simple line speaks directly to the customer’s pain point and introduces you as the guide—someone who gets it and has a solution.

From there, the StoryBrand structure suggests the following:

• Empathy: Show you understand what they’re going through.

• Authority: Demonstrate how you’ve helped others succeed.

• A Clear Plan: Outline a 3-step process they can follow.

• Call to Action: Tell them exactly what to do next.

• Success Vision: Paint a picture of their life after working with you.

For example, if you’re a branding consultant, your message might be:
“Confused about how to stand out? I’ll help you clarify your message, build a compelling brand, and attract your ideal clients.”

Why This Works

People don’t want to buy your process—they want to buy the transformation. By showing that you understand their struggle and have guided others through it, you build trust faster. And in a world where solopreneurs compete against larger teams or agencies, trust is your biggest asset.

When someone reads your website, hears your elevator pitch, or sees your social post, they should think: “This person gets me—and they know how to help.”

That’s the magic of positioning yourself as the guide.

The Solopreneur Advantage

The beauty of this model is that solopreneurs are naturally well-positioned to be effective guides. You work directly with clients. You’ve been in their shoes. And you offer a personalized experience many larger companies can’t.

So, instead of trying to appear bigger, louder, or more impressive—just be clear, helpful, and human. Use your story sparingly and strategically—to show that you’ve walked the path and can lead others along it.

Final Thoughts

If your current messaging puts you in the spotlight as the hero, try flipping the script. Ask:

• What problem does my ideal client face?

• What transformation are they seeking?

• How can I show them that I’m the right guide?

This simple mindset and messaging shift—away from “look at me” and toward “I’m here to help you”—can change everything about how people engage with your brand.

Photo by Yunus Tuğ for Unsplash+