According to the Clear Messaging Blueprint philosophy, the CUSTOMER is the hero…and you (the brand), are simply the guide who helps them solve their problem.

Your goal in this section is to establish yourself/your brand as having empathy and authority.

You can show empathy through sharing your own story of how you struggled with the same problem, or by simply showing that you understand what they’re going through.

To establish authority, you can share your credentials, experience, or testimonials from past clients.