Position yourself as the guide by demonstrating empathy and authority. Then present your plan—the simple steps customers take to work with you. This is where you prove you understand their problem and have a clear path to solve it.
Customers are the hero. You're the guide. If you try to be the hero ("we're the best!"), you lose. Guides have two jobs: prove they understand the hero's struggle (empathy) and prove they have the skill to help (authority). Then give them a plan so simple they'd be stupid not to try it.
Empathy without authority is sympathy—useless. Authority without empathy is arrogance—repelling. You need both. And your plan can't be complicated. Three steps maximum. If it takes 12 steps to explain how to work with you, you've already lost them.
Your empathy statement becomes your about page and intro messaging. Your authority proof becomes credentials, testimonials, and case studies. Your plan becomes your homepage process section and every service description.
Fill out the GHL form. Don't let ChatGPT write empathy statements—they'll sound like Hallmark cards. I need your voice, your understanding, your credibility.
Yes, we'll refine this together. I'll help you balance empathy and authority without sounding soft or arrogant. But show up with your thinking first.
Your basic site probably listed credentials and services. This process builds the guide positioning that makes people trust you before they even call. Empathy + Authority + Plan = Trust.
I know how to craft empathy statements and extract authority proof. But you have to document what you've seen, what you've accomplished, and how your process actually works.
What we're looking for: An empathy statement. Prove you've been there or seen it hundreds of times. "I know what it's like when..." or "I've seen too many people..."
Why it matters: Empathy creates connection. If customers feel understood, they'll listen to your solution. If they don't feel understood, they'll keep shopping.
Contractor example: "I've watched too many homeowners get burned by contractors who underbid to win the job, then hit them with change orders that double the price. Or worse—contractors who ghost them mid-project when a bigger job comes along. You deserve someone who treats your home like it's their own and delivers what they promise."
Accountant example: "I know what it's like to make big business decisions—hiring, expansion, equipment purchases—without real numbers to back them up. You're flying blind with outdated books and a CPA who only shows up once a year. That's not your fault. Nobody teaches business owners financial infrastructure."
The formula: "I've seen..." or "I know what it's like when..." + specific situation they recognize.
What we're looking for: Authority. Credentials, results, experience, specific proof points that demonstrate competence.
Why it matters: Empathy without authority is sympathy. They need to know you can actually help, not just that you care.
Contractor example: "We've completed 400+ residential remodels in Denver since 2011. 98% of projects finish within 5% of original budget and timeline. We've never had a mechanics lien because we pay our subs on time. We're fully insured, licensed, and every project manager has 10+ years of construction experience. But the real proof? 70% of our business is referrals from past clients."
Accountant example: "We've built outsourced accounting systems for 60+ businesses ranging from $500K to $5M in revenue. Our average client saves $15K-$30K in taxes annually compared to generic tax prep. We're CPAs with 40+ combined years of experience. We've helped 12 clients successfully sell their businesses because they had clean books that buyers trusted. Our clients stay with us an average of 4.5 years—we're not order-takers, we're partners."
Authority types: Years of experience, number of clients served, results achieved, credentials, testimonials, case studies, industry recognition.
What we're looking for: Self-awareness about guide vs hero positioning. How do you stay customer-focused instead of ego-focused?
Why it matters: Most businesses turn "about us" into "look how great we are." That's hero positioning. You're the guide. The customer is the hero. Your story only matters as evidence you can help THEIR story succeed.
Contractor example: "Our origin story matters because it explains why we do things differently—I spent 12 years watching production builders cut corners and clients get disappointed. But that story isn't the point. The point is what we do FOR YOU—deliver what we promise, communicate clearly, treat your home with respect. Your transformation is the story that matters."
Accountant example: "Yes, I worked at Big Four firms for 7 years. Yes, I'm a CPA with tax specialization. But that's not what you care about. You care about whether we can clean up your books, save you money on taxes, and give you financial clarity. Our credentials are proof we can help. Your success is the actual story."
The test: If your messaging sounds like "We're amazing," you're the hero. If it sounds like "You'll succeed because we'll guide you," you're the guide.
What we're looking for: Process overview. Not detailed—high-level. What happens when they work with you?
Why it matters: Confusion kills conversion. If people don't understand what happens next, they don't take action. Simple plan = easy decision.
Contractor example: "Three phases: Design (we nail down exactly what you want), Build (we deliver it on schedule), Enjoy (you start using your new space immediately)."
Accountant example: "Three steps: Discovery (we understand your business and goals), Cleanup (we get your books accurate and current), Momentum (monthly support that keeps you on track)."
What we're looking for: Three-step process. Clear, simple, actionable. This becomes your homepage process section.
Why it matters: Three steps is cognitively easy. Four is harder. Seven is overwhelming. Keep it to three.
Contractor example: "Step 1: Schedule Your Free Consultation - We'll visit your home, understand your vision, and discuss budget and timeline. Step 2: Review Your Custom Proposal - We'll deliver a detailed proposal with 3D renderings so you can visualize the finished space. Step 3: Watch Your Project Come to Life - We'll manage every detail while keeping you updated weekly with photos and progress reports."
Accountant example: "Step 1: Book Your Discovery Call - 30-minute conversation about your business, your challenges, and your goals. Step 2: Get Your Custom Financial Plan - We'll show you exactly what we'll handle, how much time it saves you, and what it costs. Step 3: Hand Off Your Books - We'll take over A/P, A/R, reconciliation, and reporting so you can focus on growing."
What we're looking for: The fears that prevent action. What horror stories have they heard? What assumptions are they making?
Why it matters: Your plan needs to address these fears directly or prospects won't move forward.
Contractor examples: "Budget overruns, timeline delays, poor communication, being held hostage by change orders, contractors disappearing mid-project, subpar work hidden behind sheetrock."
Accountant examples: "Losing control of their finances, bookkeeper stealing money, expensive mistakes with IRS, being nickel-and-dimed with surprise fees, changing accountants and having to start over explaining their business."
What we're looking for: A branded process name. Something that sounds proprietary and valuable.
Why it matters: "The Smith Method" sounds more valuable than "our process." Branding your process creates perceived differentiation.
Contractor example: "The Design-Build Blueprint - Our three-phase system that eliminates surprises and delivers your vision on time and on budget."
Accountant example: "The Financial Foundation System - Our proven three-step method for giving business owners real-time financial clarity."
Guide positioning requires empathy (I understand your struggle) + authority (I can help) + plan (here's how). Without all three, trust doesn't form. Prove you understand. Prove you're competent. Show them a simple path forward.
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