014 An intro to narrative design 10. Put yourself on their level We mentioned authenticity a little earlier and this one’s closely linked to it. To position yourself as being 100% genuine, you need to show you understand their pain points, their goals, and their barriers - and that means being on their level. Tip: if you want to put yourself in your prospect’s shoes, speak to them. Getting the information from the horse’s mouth is by far the best way to relate to their situation. Achieving this requires a careful blend of the right message and the right language because remember, it’s not always what you say, but how you say it. For example, let’s say you’re a social media management consultancy and you know the reason clients come to you is that they don’t have the expertise to do it themselves, but they also don’t have the budget to hire a full-time employee. This is your message: Don’t know what you’re doing? Don’t worry, we’ll do it for you. The intent’s there, but it just sounds patronizing and not on their level. You’re almost talking down to them. This, on the other hand, sends the same message but with more tact, understanding, and sincerity: No one can do everything, but everyone can do something. Let us help. The moral of the story? Choose your words carefully and make sure your audience interprets them the way you intend.