Many businesses feel like they have something to prove and position themselves as the hero in their story. But customers aren't looking for another hero, they're looking for a guide! When you position yourself as the guide, showing customers exactly how your product can fix their problems and transform them into the hero, you're destined to win!   This week, J.J. and April unpack the Guide section of the StoryBrand framework and show how you can:    -Use specific language throughout your marketing to position your brand as the guide   -Combine empathy and authority to build trust and engagement   -Craft your marketing tools, like a sales email, through the voice of a guide   J.J. also talks with Rob Hughes, one of our amazing StoryBrand Certified Marketing Guides, who shares how he worked with a client to reposition themselves as the guide and how it completely transformed their business!   --   Every week on Marketing Made Simple, marketing experts Dr. J.J. Peterson and April Sunshine Hawkins give you practical marketing tips rooted in the StoryBrand framework and show you how to invite customers into a beautiful story where they become the hero and you become their guide. And when you help your customers win, you win. Subscribe to weekly episodes, dropping every Wednesday in the Marketing Made Simple feed! Just search "Marketing Made Simple" on Apple Podcast, Spotify or wherever you enjoy podcasts.   Begin applying the StoryBrand Framework to your marketing by creating your own BrandScript for FREE at MyStoryBrand.com.