Maine's Capital Area

When it comes to telling your business's story, there’s one crucial mistake that many businesses make: they cast themselves as the hero. They talk about what they do, how they do it, and why they are the best at what they do.. But here’s the truth—your customer doesn’t want to hear about how great you are. They want to know HOW you can help them.

In the world of marketing, your customer is the hero of the story, not you. This shift in perspective is challenging for many businesses to wrap their heads around, but it’s the key to creating a connection that resonates and drives action.

Let’s take a step back and think about the structure of a classic story—the hero’s journey. In this narrative, the hero is someone who has a goal, but they face obstacles that they can’t overcome alone. They need guidance, support, and the right tools to succeed. This is where the mentor comes in. The mentor understands the hero’s challenges and provides the knowledge, skills, and resources the hero needs to achieve their goal.

In your business’s story, you are the mentor. You are Obiwan, Glinda, or one of the Seven Dwarves. Your customer is the hero who needs to overcome obstacles and achieve their goals. Your role is to help them on their journey by providing the products, services, and expertise they need to succeed. You’re there to guide them, support them, and ultimately, ensure they win.

When you understand that the story you’re telling isn’t actually about you—it’s about your customer—you unlock the power to create real engagement. You move from just talking about yourself to speaking directly to the needs and desires of your audience. This is how you capture attention, build trust, and guide your customers through their journey from awareness to consideration and, finally, to conversion.

But if you get this wrong, if you make the story all about you, you risk losing your customers’ attention and, with it, their business.

So, the next time you sit down to craft your marketing message, ask yourself: Am I positioning my customer as the hero? Am I acting as the mentor who helps them succeed? If not, it might be time to rethink your approach.

Next week I am going to share with you Donald Miller’s 7 Part Story Framework in order to show you how you can structure your website, presentations, videos, etc. into a compelling story that will engage your audience. 

Aaron Moseson is the founder of Alleyoup Media, a video storytelling studio that helps businesses cut through the noise and connect with their audience. If you're ready to turn your message into a story your customers care about, get in touch at or visit https://www.alleyoup.com