Make Your Marketing Message About Your Customer, Not You

Most marketing messages focus far more on the business than on the buyer. Pages and posts are filled with phrases like “our services,” “our years of experience,” “our awards,” “our passion.” None of that is wrong. It is simply not what your customer is thinking about when they decide whether to give you their time, attention, or money.

In their mind, they are asking different questions. Do you understand my situation? Can you help me solve this problem? Will working with you feel simple or stressful? When your message does not answer those questions, people quietly move on.

Why “we-centered” marketing underperforms

A message that is mostly about you creates distance instead of connection. It asks your reader to do extra work. They have to translate your language about your expertise and features into their language about their needs and outcomes.

That is risky. Studies have shown that buyers, especially in B2B environments, are overwhelmed with information and are often not actively in a buying cycle. One Edelman and LinkedIn report found that at any given moment, roughly 95 percent of potential business customers are not actively shopping for services. When they do see your message, you have a very short window to make it feel relevant.

If your message makes them work to see themselves, they will not.

What customer-centered messaging looks like

Customer-centered messaging starts with their world, not yours. It:

• Names the problems they are already experiencing in plain language
• Reflects their goals, fears, and pressures
• Positions your services as a clear path from where they are to where they want to be

You still talk about your offers and strengths, but in a way that is anchored in the buyer’s reality.

For example:

• Instead of “We offer comprehensive social media management services,” you might say, “If you are tired of trying to keep up with social media on top of running your business, we can take it off your plate and keep you consistently visible.”
• Instead of “We have 20 years of experience,” you might say, “We help established businesses turn scattered marketing into a simple, repeatable plan that supports their growth.”

Both examples still communicate what you do. The difference is that the second set starts in the customer’s story.

How to shift your message step by step

You do not have to rewrite everything overnight. Start with a few core pieces:

1. Your homepage or main services page
   Look at the first screen of your website. Does it start with you or with the problem you solve? Rewrite your main headline and first paragraph so they speak directly to your ideal client’s situation.
2. Your LinkedIn headline and About section
   Instead of only listing job titles or services, use this space to describe who you help and what changes for them.
3. Your next social media post
   When you promote something, frame it around a scenario your audience will recognize. Describe what they are dealing with and then introduce your offer as a response.

You can also test your message by asking trusted clients which phrases feel most like what they were thinking when they hired you. Their words are usually more powerful than your own assumptions.

Why relevance and personalization matter more than ever

Modern buyers are flooded with generic marketing. That is part of why trust in online information has dropped and people are more skeptical of what they see. At the same time, research shows that customers respond better when messaging feels tailored to them. One review of marketing data found that a large majority of consumers now expect some degree of personalization and become frustrated when content feels irrelevant or off target. Customer-centered messaging is not about creepy targeting. It is about demonstrating that you have taken the time to understand the kinds of situations your audience is actually in and that you can speak to them with care.

You can still talk about yourself, but differently

Making your message about your customer does not mean erasing your story. It means repositioning it.

• Your experience becomes proof that you have walked other people through similar challenges.
• Your process becomes a clear path your clients can step into.
• Your values become a signal of what it will feel like to work with you.

The key is that you connect each point about you to a benefit for them.

Instead of “We are passionate about marketing,” try, “We are committed to taking the confusing parts of marketing off your plate so you can focus on serving your clients.”

Why it is hard to see this from inside your own business

You live in your business every day. You know your services deeply. It is natural that your default language is centered on what you do. Shifting to customer-centered messaging requires stepping outside your own perspective, which is difficult to do alone.

You might also worry that simplifying your language too much will make you sound less professional. In reality, clarity almost always increases trust. Complex jargon is often more about our comfort than the customer’s needs.

How I can help you refocus your message around your customer

In my marketing training and done-for-you services, we help you:

• Clarify who your best-fit clients really are
• Capture their language by listening to what they say in conversations, reviews, and emails
• Rewrite key parts of your website, LinkedIn, and emails so they start with your customer’s story
• Build simple messaging frameworks you can use across platforms
• Align your offers and call to action so it is clear what step your audience should take next

You do not need a clever tagline as much as you need a clear message that feels relevant and human to the people you want to serve.

If you are ready to move from “we-centered” messaging to customer-centered communication that actually connects, reach out. We can decide together whether a focused messaging and training engagement or if done-for-you copy support is the best fit for your business.

Done For You: You want marketing executed consistently without managing it every week.

Marketing Training: You want to stay hands-on while also seeking a clear plan, guidance, and accountability.

Start with a free 30-minute Marketing Clarity Call. We’ll pinpoint your #1 bottleneck and choose the simplest next step based on your time and bandwidth. Note: This is not a full marketing plan—just clarity and direction. Book Your Clarity Call Now