The Trust Factor: Harnessing Empathy and Authority to Create a Magnetic Brand

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I hear people talk about the power of “story” in marketing.

The best marketers – and the best brands – are the ones who tell the best stories.

However, I think most brands are telling a false story… And it’s costing them millions.

So… Who are you telling the story to?

Each story has four characters: the hero, the victim, the villain and the guide. Understanding these roles is a game changer for anyone looking to create a personal brand that truly connects with people.

For what?

Because how you present yourself in your marketing – whether you realize it or not – shapes what your audience thinks of you.

The most successful marketers don’t try to be the heroes of their stories. They play the role of the guide. This small but powerful change builds confidence, shows you have what it takes, and makes your audience want to stay.

Here’s why it’s so important that you be the guide, not the hero, of the story you’re telling.

The four characters of each story

1. The hero

The Hero is the main character. They are the ones who take on challenges, find solutions, and strive to transform themselves.

We view heroes as strong. In reality, the heroes of the stories are weak. They doubt themselves. They make mistakes. They don’t know if they have what it takes. They only truly become heroes at the end of the story.

In your business, your customers are the heroes. They are the ones who are on a journey, looking for answers to their problems. They are the ones who struggle.

If you position yourself as the hero of your story, you are actually positioning yourself as a weakling.

2. The victim

The victim is stuck, helpless and doesn’t know how to move forward.

While we can sympathize with the victims, they do not inspire action. If your personal brand positions itself as a victim, it will come across as weak or unreliable – not the kind of person people turn to for help. There are real victims in this world, and you may even be one from time to time, but never play the role of victim in your branding.

People feel sorry for you, but they don’t trust you.

3. The villain

The villain provokes the hero’s struggles. They are selfish, dismissive and concerned with their own gain. Nobody wants to work with a bad guy.

And yet, some brands unwittingly take on this role by being pushy, manipulative, or putting profits before people. In the stories we love, the bad guys never win.

4. The guide

The guide is the help. They are wise, empathetic, and focused on the hero’s success. Think Yoda from Star Wars or Haymitch from The Hunger Games. The guide is not the star, but he is essential. They’ve been where the hero is and know exactly how to help him win.

In fact, the guides are the strongest characters in the stories. They are the ones who have already won the day and have nothing to prove. This is the role your personal brand should play.

Why your personal brand should be the guide

Being the guide means stepping out of the shadows and letting your client shine. It’s not about you; it’s about them. Even within your marketing.

This approach creates connections and trust because it shows that you understand their difficulties and know how to help them.

Take Apple’s marketing, for example. Their products are undeniably cool, but their message always puts the customer first. They don’t shout, “Look at us; we are amazing. Instead, they show how you can create, connect, and thrive using their tools. Apple is the guide and hands you the lightsaber so you can conquer your galaxy.

Or look at Nike. Their slogan “Just Do It” doesn’t concern them. It’s a rallying cry to take on challenges and go for it. Nike’s role? It’s the trusted partner that helps you get there.

How to take on the role of guide in your personal brand

The way a guide appears in a story is done with empathy and expertise. They matter because they know the hero’s struggle and already know how to meet this challenge.

Think of Hamich in The Hunger Games. He has empathy for Katniss because he competed in the Hunger Games, but he also won, so he brings his expertise. If the guide does not have these two qualities, they have no place in history.

This is also true for your personal brand – and your customers can feel it.

If I go to a gym and tell a trainer, “I want to get in shape,” and they say, “Me too,” they are not my guide. They show empathy, but I’m not looking for a friend. I’m looking for someone to help me succeed.

If I say the same thing to another trainer and he pulls up his shirt to reveal a six-pack and says, “Just have a little discipline and work harder.” It’s easy. They are not my guide either. They may have authority, but they lack empathy.

If I tell a third trainer that I want to get in shape and that trainer says, “I understand. Getting in shape is difficult, especially when you’re very busy. I used to not feel good physically, but I developed a proven method to get in shape and feel better physically, all while eating the occasional ice cream. I just found my trainer.

You must demonstrate both empathy and expertise to be the guide in your client’s story.

How do you do this?

Lead with empathy.

Empathy is the secret sauce to trust. Start by letting your audience know you get it: you understand their challenges and what they’re facing. Speak their language and show that you are there to help them.

Example: Instead of saying, “I’m an award-winning career coach,” try: “I know how exhausting it is to send out applications and hear crickets. That’s why I’m here to help you land the job you deserve.

How to do it:

Start by naming their difficulties, then explain how you understand them. Talk about how you were like them before you found a path forward. Talk about feelings like frustration, overwhelmed, anxiety or fear. Your message should always reflect what interests your audience. Ditch the jargon and focus on their goals, frustrations and dreams. Always lead with empathy. The old adage is true: “If they don’t know how much you care, they won’t care how much you know.” »

Show that you know your stuff.

Empathy is good, but people also want to know that you’re the real deal. Don’t just tell them you’re an expert, prove it with results. Provide a clear demonstration of your proven expertise.

Example: Share stories of transformation. For example, if you are a business consultant, explain how you helped a company increase revenue.

How to do it:

Share before and after case studies. Show real numbers and data to back up your expertise. Create content that teaches your audience something valuable. On your website, display awards, certifications, media spotlights, statistics or logos of major companies you have helped.

The only time you should talk about yourself in your marketing is when you want to empathize with your customer’s problem and demonstrate your expertise to show that you can solve their problem.

That’s it.

Everything else simply positions you as the hero of the story. Your client may be impressed with you, but they’re looking for a guide, not another hero.

It’s about them, not you

Building a personal brand that aims to be a guide is not only a smart marketing move, it’s a way to truly connect with people. It’s about saying: “I see you, I understand what you’re going through and I’m here to help you. » The specific way to do this is to offer empathy and demonstrate expertise.

So here’s the big question: are you positioning yourself as the hero or are you playing the role of guide? Stop trying to tell your story and invite your customers into a story where they become the heroes. Because when they win, you win.