You’re the expert – not the hero

Marketing in 2024 is gruelling.

We’re working harder, but seeing fewer results.

There’s so much noise and it’s hard to get heard.

But, there is light up ahead. 💫 

Imagine 2024 is the Land of Oz. (Stay with me.) You're Dorothy, freshly landed in this crazy, noisy world where everything's topsy-turvy, and you're desperately trying to make sense of it all and return home.

Enter Glinda, the Good Witch. She doesn't try to outshine you or solve all your problems. Instead, she drops knowledge bombs at exactly the right time and gives you those magical ruby slippers, guiding you down the yellow brick road.

That's exactly what your audience needs you to be. I guess what I’m saying is: Be more Glinda.

But how do you position yourself as the wise ol’ mentor without accidentally becoming the star of the show?

1. Show you care

We all want to be heard, so acknowledge your audience’s struggles. Make them feel understood. How? By knowing what they want, what’s stopping them from getting it and who they want to become. Then speak to that in your messaging.

2. Prove you can help

Show your Dorothy you’re the real deal, but do it in a way that doesn’t steal the show. How? By showcasing who you’ve helped before – I’m talking logos, case studies and good ol’ testimonials.

3. Walk the talk

Consistency is key. Align your actions with your words, always. Got values? I hope so. Live and die by them. Show up, try to help your audience solve their problem, do some good in the world. Rinse and repeat.

4. Speak their language

Think trusted friend rather than all-knowing wizard. Don’t speak in business jargon. Find out the words and phrases your audience uses to describe what they want and the problems they face getting it. How? By asking them. (Tip: For extroverts: speak directly to your audience. For introverts: type ‘[your niche or industry] + forum’ into Google and see what people are saying.)

Remember, you're not trying to be the hero of this story — you’re the trustworthy mentor. You're the Glinda to their Dorothy, the Dumbledore to their Harry, the Morpheus to their Neo.

Keep those ruby slippers polished.

Kirsty

P.S. Maybe this isn’t your biggest struggle with your marketing at the moment. Hit reply and let me know what is. I'd love to hear from you.