Be not the hero

Photo by Matteo Vistocco on Unsplash

We humans are all about the heroic journey. It’s ingrained in us via the ego.

Even if you claim you’re an enlightened being who doesn’t have any ego issues — I’d say you’re feeling pretty heroic right now for having transcended your ego.

(Which begs the question… Have you really? I digress…)

The bottom line is, we like heroes. But more importantly, we like feeling like heroes.

When you go into business for yourself, there’s a heroic element to it (I know there is for me).

You’ve done it! You’re the wo/man. You call the shots. You save the day.

Which is awesome — you deserve it.

But when it comes to your messaging, you have to keep your heroism in check…

I write this for a lot of businesses out there, but more particularly coaches and consultants who’ve gone with the personal brand approach. There are a lot of self-described, photoshopped heroes out there in that world.

But get this…

Good marketing content comes from making your reader the hero while you serve as the mentor.

When people read your copy, they have to feel like the hero — not just see you as one.

If I go to your site and see that you’re spouting off about how awesomely heroic you are, sure, I might be impressed. But I’ll also feel a bit intimidated. Which is great in a late night pub conversation. But not so much in business.

The mentor role is the place to come from in your messaging. If, when people read your words, they feel like the hero in their life’s journey — even in a small way — you’ll connect with them on a deeper level. They’ll see that they might be able to realize their heroic potential with you. They’ll feel safe with you, as they should.

As I grow older, I’m seeing that playing the mentor role is a far more interesting way to be.


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