You're Not the Hero—And That's a Good Thing

Your Clients Don't Need Your Ego. They Need Your Guidance.

I work with all kinds of business owners—tattoo artists, hospice teams, estheticians, bookkeepers, dog breeders—you name it. And no matter what industry you're in, one truth shows up across the board: You're not the hero of your business story. Your client is.

Before you throw your coffee at the screen, hear me out.

You can still share your passion, your story, your "why." However, if your messaging is all about you and not about them, your clients will tune out because they're not looking for a monologue. They're looking for a guide.

You're the Guide, Not the Main Character

Your customer is the one trying to solve a problem. They're overwhelmed. Uncertain. Needing help.

And you? You're the calm, confident presence that walks in, says "I've got you," and shows them the next step.

That's the magic.

No capes required. No superhero pose. Just a steady, clear voice that says: "Here's

what I can do. Here's how it helps you."

What Does That Look Like?

It's the difference between:

No: "I've been in business for 10 years."

Yes: "I help people like you get consistent results—without the guesswork."

No: "We use top-of-the-line equipment and innovative techniques!"

Yes: Your service will be safe, clean, and designed to get you lasting results."

People want to know:

1. Do you understand my problem?

2. Can you help me fix it?

3. What's the outcome going to look like?

   
   

That's it. That's the formula. When you lead with that kind of clarity, people feel safe. Seen. Confident in hiring you.

You Can Still Talk About Yourself—But Tie It Back to Them

I'm not saying your story doesn't matter. It does. But your audience should always be able to see themselves in it.

Not: "I opened my shop because I love tattoos."

But: "I opened my shop because I believe people deserve art that reflects who they are."

Not: "I left corporate to work for myself."

But: "I left corporate to give clients the personalized attention big companies never could."

The Bottom Line

Your client isn't looking for a hero.

They're looking for someone to guide them through the chaos.

Someone who listens. Someone who knows what they're doing. Someone who makes the path forward feel doable.

So keep showing up. Keep sharing what you do.

Just make sure it always comes back to this: Here's how I help you. Here's what you'll get. Here's why it matters.

Need help putting that into words? That's what I do.