(And How to Fix It with Customer-Centric Strategies That Drive Results)
Introduction: The $1.5 Trillion Mistake
Every year, businesses waste $1.5 trillion on marketing that doesn’t work.
Why? Because they market the business, not what the products do for the customer.
Bad Example: “Welcome to Acme Industries Where Quality meets perfection”
Instead, marketing supposed to promote the products and what companies do for customers. What makes your product more appealing to customers than your competitors? Beyond that, who are your customers (PS. It’s not everyone).
This holds especially true when most of your competitors have the same suppliers.
The winning marketing formula
Send The Right Message to the Right Person, at the Right Time. (Michelle Carvill)
The foundation of all 3 key points start at the customer.
To send the right message, to the right person, at the right time, you need to know the who (customer).
WHO are your customers?
Always start with who. Effective businesses use the customer as the foundation of almost everything they do. After all, it’s the customer who’s handing your their money.
In simple form, The Ideal Customer, is a customer your would want to buy from you 100% of the time.
They are the people which benefit you the most and products appeal to them the most.
The way you create your ideal customer is to ask them questions.
What do they like and dislike? What do they prefer? What age are they? etc, etc.
To place yourself in your customers shoes, you need to know who they are to do so.
Is it Middle Aged Uncles and Aunts aged between 40-65, Mothers with kids, happy teenagers.
Click here to find out who your ideal customers are.
Another Example:
- Gym A’s sign: “State-of-the-art equipment! Certified trainers!”
- Gym B’s sign: “Lose 10kg in 12 weeks, or your money back.”
Gym B will win every time.
Part 1: Why Marketing Your Business Backfires
1.1 Customers Care About Themselves, Not You
Your customers have one question: “What’s in it for me?”
Data shows:
- 83% of buyers ignore ads that don’t address their needs (Forbes).
- 68% leave websites within 10 seconds if they don’t see value (Google Analytics).
Example: A web design agency says, “We’ve won 10 awards!” The customer thinks: “But will this website get me clients?”
1.2 The “We” Trap
Most marketing is filled with:
- “We’ve been in business 20 years”
- “Our team is certified”
- “We offer X, Y, Z services”
Result:
- Messages sound like a company resume.
- Customers scroll away because they don’t see their needs addressed.
1.3 Real Costs of Company-Centric Marketing
Businesses that market themselves first face:
- Higher costs: 47% more spent on ads to get attention (HubSpot).
- Slower sales: 60% longer decision-making cycles (Gartner).
- Price wars: 72% of customers focus on price if value isn’t clear (McKinsey).
Case Study: Local Accounting Firm
- Old Approach: “CPA-certified experts since 1995” → 2 leads/month.
- New Approach: “Reduce your tax bill by 30% legally” → 14 leads/month.
Part 2: The Solution. Market What You Do
(Not Who You Are)
2.1 The Psychology of Self-Interest
People buy solutions to their problems. Use the Before-After Framework:
❌ Company-Centric✅ Customer-Centric“We make CRM software”“Close 20% more deals in half the time”“Our trainers are certified”“Lose 10kg without starving”
Tool: The “So What?” Test
- “We use AI technology” → “So what?” → “Predict sales trends 3x faster.”
2.2 Speak Your Customer’s Language
Step 1: Ask customers:
- “What problem were you solving when you bought from us?”
- “What results have you seen?”
Step 2: Use their exact words in your marketing.
Example: A roofer’s customer says: “I needed someone to fix my leak FAST.” New tagline: “Emergency roof repairs in 2 hours, guaranteed.”
2.3 Highlight Products as Problem-Solvers
Don’t list features, explain how they help:
- ❌ “We sell organic skincare”
- ✅ “Clear acne naturally in 30 days”
Case Study: SaaS Company
- Old Messaging: “Cloud-based project management tool.”
- New Messaging: “Finish projects on time with 50% less stress.”
- Result: Free trial sign-ups increased by 200%.
Part 3: How to Fix Your Marketing in 5 Steps
Step 1: Audit Your Current Materials
Grab your website, ads, and emails. Look for:
- How many times you say “we” vs. “you”
- Lists of features without benefits
Fix It:
- Rewrite headlines to start with “You” or “Get”
- Replace company history with customer success stories
Tool: Use the You-We Ratio Calculator:
- Ideal ratio: 80% “you,” 20% “we.”
Step 2: Build a “Problem-Solution” Content Library
Create content that addresses:
- Specific problems (e.g., “Struggling to hire?”)
- Step-by-step solutions (e.g., “How to find great employees fast”)
- Your product’s role (e.g., “Our HR software cuts hiring time by 50%”)
Example:
- Plumber: “Tired of dripping taps? Get leaks fixed in 60 minutes, or we pay you $100.”
Step 3: Train Your Team on Outcome Language
Sales Scripts: Start with “What’s your biggest challenge right now?” Customer Service: Ask “What outcome are you hoping to achieve?”
Case Study: Marketing Agency
- Trained team to say “Let’s get you 30% more leads” instead of “We do SEO.”
- Result: Client retention improved by 45%.
- Step 4: Create Decision-Simplifying Tools
Help customers see outcomes:
- Quizzes: “Which solution is right for you?”
- Calculators: “See how much you’ll save.”
- Comparison Charts: “Option A vs. Option B outcomes.”
Example:
- Financial Planner: “Retirement Savings Calculator” → 300% more consultations booked.
Step 5: Measure What Matters
Track metrics tied to outcomes:
- Conversion Rate: Are more visitors taking action?
- Cost Per Lead: Is your messaging reducing acquisition costs?
- Customer Lifetime Value: Are customers staying longer?
Tool: Use Google Analytics to track:
- Pages with the highest “you” language → Compare conversion rates.
Part 4: Results You Can Expect
4.1 Lower Costs, Higher ROI
- Messages that resonate convert better.
- Example: A law firm switched from “Award-winning attorneys” to “Get your injury compensation faster”, cost per lead dropped 60%.
4.2 Faster Sales Decisions
When customers immediately see value:
- They spend less time comparing options.
- Example: A software company added “Save 10 hours/week” to their homepage, free trials rose 40%.
4.3 Loyal Customers Who Refer Others
People remember how you helped them.
- Example: A caterer’s clients refer friends because they say “They made my wedding perfect”, not “They have 5-star reviews.”
Data: Companies using outcome-focused marketing see 5x more referrals (Harvard Business Review).
Conclusion: Stop Marketing Your Business
Your business isn’t the hero, your customer is. By focusing on what you do for them, you’ll cut through the noise and grow faster.
Your First Step Today:
- Visit your website.
- Count how many times you say “we” vs. “you.”
- Rewrite one headline to start with “Get” or “You.”