Most people don’t wake up wondering what your business does. They wake up thinking about that project they need to finish, the sale they didn’t make yesterday, or how their nonprofit still hasn’t hit its fundraising goal. So when your brand leads with “we’re the best at XYZ” or “our service is top-notch,” chances are, they’re tuning out.
It’s not that your business isn’t doing amazing things. It probably is. But if your messaging is centered around you instead of your audience, you’re not creating a reason for people to care. And that’s the real problem.
A lot of businesses make the mistake of starting with themselves: their story, their service list, their achievements. And while that might sound like a strong introduction, it actually puts distance between you and your audience. Why? Because people are naturally tuned in to their own needs first. They’re looking for someone who understands their frustrations and offers a way out—not someone who just wants to talk about how great they are.
Let’s say you’re a digital marketing agency. Which one do you think hits harder?
“We’re a full-service marketing agency with 10+ years of experience helping brands grow.”
vs.
“Struggling to turn clicks into customers? We help brands like yours write copy that actually converts.”
The first one is technically accurate, but the second one makes it personal. It identifies a problem and promises a result. That’s how you grab attention.
At the end of the day, relevance beats resume. People want to know, “Can you help me?” So instead of focusing on what you do, show how you solve.
How to Make the Shift in Your Messaging
Here’s how you can stop talking about your business—and start talking to your customers.
- Start with Their Problem
Before you talk about features or services, zoom in on the pain point your audience is facing. Is it low sales? Content that doesn’t connect? Donations that aren’t coming in? Open with that. It immediately tells your audience, “We see you.” - Focus on Outcomes, Not Just Offerings
Don’t just say what you provide—paint a picture of the transformation. Instead of “We offer email marketing,” say “We help you stay top of mind with the people who are most likely to buy.” People buy outcomes, not tasks. - Use the Word “You” More Than “We”
It seems simple, but it’s a game changer. Talking to your audience directly makes your messaging feel personal, not generic. Instead of “We believe in creativity and strategy,” try “You need content that connects and drives results.” - Test and Tweak
This isn’t a one-time fix. It’s a mindset shift. Start by rewriting one section of your website or a social post using this customer-first approach. See how people respond. Messaging is part science, part story—and a little experimentation goes a long way.
Final Thoughts
Your audience isn’t ignoring you—they just haven’t heard the right message yet. When you shift from saying “here’s what we do” to “here’s how we help you,” that’s when your messaging starts to resonate. Attention increases. Engagement grows. Sales follow.
At CO Copy Marketing, we help brands make that shift every day. If you’re ready to speak your audience’s language and win their attention, we’re just one message away.
DM us or email contact@cocopy.pro to get started.