Customers only care about what’s in it for them. They don’t care how many sleepless nights you had building your business. They don’t care about the late nights, the grit, or the backstory. What they want to know is simple: how does this make my life easier, better, or more successful?
Seth Godin says it best: “Don’t find customers for your products, find products for your customers.”
Think about it—people don’t buy golf clubs because of their specs; they buy because they want straighter shots, bragging rights with friends, and more wins on the course. The product is just the vehicle. The transformation is the sale.
So how do you shift from “me-centered” messaging to customer-first communication? It comes down to the Four Pillars:
Big Idea – What makes you different?
Big Benefit – What outcome are they really buying?
Big Promise – What transformation can you guarantee?
Proof – What evidence kills their doubt?
When you embed these pillars everywhere—your pitch, your captions, your ads—you stop shouting about effort and start whispering results. That’s when people lean in.
Here’s your challenge: audit your marketing today. Pull up your website, Instagram bio, or sales deck and ask—am I talking about me, or am I talking about them? If it reads like a diary, rewrite it like a promise.
Customers don’t want your story. They want their story, improved by you. Make them the hero—and watch your business grow.
