Clear messaging (customer as hero)
In one sentence
Make the customer the hero of the story and your brand the guide who helps them win.
The simple version
Every good story has a hero with a problem who meets a guide with a plan. Donald Miller says most brands make themselves the hero. Flip it: talk about what the customer wants, the problem in their way, and how you'll guide them to success.
- 1Hero wants something
- 2Has a problem
- 3Meets a guide (you)
- 4Gets a plan
- 5Takes action
- 6Succeeds
Why it matters
Confused customers don't buy. A clear story makes your website and pitch instantly understandable.
How to do it
- 1A character (your customer) wants something.
- 2They have a problem.
- 3They meet a guide (you) with empathy and authority.
- 4You give them a simple plan.
- 5You call them to action.
- 6Show the success they'll get — and the failure they'll avoid.
Real-world example
Homepage: 'Get your weekends back. Running a café is exhausting — we've helped 300 owners automate rotas. 1) Book a call 2) We set it up 3) You relax. Start today.'
What the books say
The customer is the hero, not your brand — position yourself as the guide.
Common mistakes
- Talking about your history first.
- Clever but unclear headlines.
- No obvious call to action.
Questions people ask
Does this work for B2B?
Yes — businesses are still run by people who want to look good and avoid problems.
References
- [1]
- [2]
More books on this in the library
Who
Written by Geoff Smart and Randy Street, 'Who' focuses on the importance of hiring the right team members for startups. It presents a 4-step method for successful hiring and includes interviews with high-profile leaders, aiming to help businesses avoid costly hiring mistakes.
Who: The A Method for Hiring
Geoff Smart and Randy Street's systematic approach to hiring top talent. Essential for founders who need to build great teams but haven't hired much before.
LOVED: How to Rethink Marketing for Tech Products
Silicon Valley veteran Martina Lauchengco's definitive guide to product marketing for tech products. Part of the bestselling SVPG series, this book explains the four fundamentals of product marketing and how great products can win in the market.
Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress
Applies Jobs-to-be-Done to startup sales, mapping customer buying timelines and forces to accelerate acquisition without pushy tactics. Vs Traction Channels, focuses on demand-side psychology for higher close rates; use cases cutting B2B sales cycles by 50% via struggle interviews. Go-to-market sales transformation.
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
April Dunford's step-by-step guide to positioning products for maximum market success, based on her experience with dozens of B2B technology companies.
Sales Pitch: How to Craft a Story to Stand Out and Win
A practical guide by April Dunford that shows entrepreneurs, salespeople, and business leaders how to create compelling sales pitches by building a narrative that clearly communicates product differentiation. The book provides an eight-step framework for crafting sales pitches that help you stand out in competitive markets.