Business Tip #2:

Always be the guide, not the hero, in your client's story.

Many businesses make the mistake of thinking clients care about their story. They don't.

People want to be the hero in their story, so position yourself as their guide.

They need a guide in their situation to help them solve their problem, resolve a fear, or get what they desire.

For example, my value proposition is; "I write books to explicate what's most real to help you win."

"I write books to explicate what's most real" means, I'm a guide with experience who wants to help you.

"...to help you win," means, I genuinely care about helping you get what you want, so you can win.

It's my business to offer up valuable options (guide), but the client is responsibility to take action (hero).

This way, I become the guide, not the hero. This avoids offending the customer, and helps them feel that you are safe because you want the best for them.

Because you do want the best for your client, right? :-)