| Categories: Branding | Author: Ashley Libby Diaz | 0
“Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.”
- Donald Miller, BUILDING A STORYBRAND
It happens all the time: Presenting yourself or your practice as the heroes of your story.
It's an easy trap to fall into, showcasing your expertice and build your authority to get your patients and potential patients to trust you. You want patients to see why you're the one to help them get what they want and need.
But is that the story you should be presenting to your prospective patients?
NO!!
When you position yourself as the hero of your stories, you leave no room for another hero. There can only be one.
When you position yourself as the hero of the story, it leaves no room for another hero. There can only be one.
Let's take a look at a classic story we all know: Star Wars.
When we think about Star Wars, how many heroes are there? One? Two? More?
One, of course: Luke, the farmboy turned Jedi!
Is there room for a second or third hero in the story? No. There's only room for one hero in any story. Leia's not the hero. She's a Princess. Han Solo? He's not the hero either. He's a captain and smuggler. Are Leia and Han important to the story? Absolutely. But do they overcome all odds to destroy the Death Star and save the Rebellion? No. Only Luke, the hero, can do that. Leia and Han are supporting characters to the one and only hero, Luke Skywalker.
Back to you and your practice...
When you position yourself as the hero of your story, it doesn't leave room for your patients to become the heroes.
When you position yourself as the hero of your story, it doesn't leave room for your patients to become the heroes.
Is that really what you want?
If you're like most of my clients, you want your patients to be successful. We want them to become the heroes and thrive! You certainly don't want to shut them out of your stories.
Your patients don't wake up in the morning thinking, "Gee, I really want to be a supporting character in someone else's hero story today." They waking up thinking, "I want to be the hero! I want to be successful! I want to overcome my problems and get what I want and need!"
If you play the hero, you will shut your patients out, before they ever have a chance to enter your story.
If you plays the hero, you will shut your patients out, before they ever have a chance enter your story.
Instead, you need to position yourself as the guide (Obi-Wan Kenobi or Yoda), not a hero (Luke). This allows your patients to see themselves as the eventual heroes and you as the one to help them get what they want and need.
When you guide your patients to success that they want and need, you both succeed.
1. Position your patients as the characters and eventual heroes.
2. Position yourself as the guide.
3. Watch your practice soar.
Stop shutting your patients out of your story, and start welcoming them into your practice! If you're not sure how:
P.S. If you've been positioning yourself as the hero, not the guide, don't worry, you're not alone! It's easy to do, but it's also simple to correct when you know what to do. Schedule a call.
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