If you’ve ever caught yourself saying things like:
“We help small businesses grow!”
“We build systems to scale impact!”
“We create strategy for success!”
…and then watched your marketing go absolutely nowhere, I’ve got good news:
You’re not bad at marketing.
You’re just talking about the wrong part of the journey.
The Real Problem: You’re Selling the Destination, Not the Departure
Look, I get it. Most of us were taught to sell the outcome.
Grow your business. Scale your team. Increase revenue.
It’s clean. It’s professional. It sounds good.
But here’s the truth:
That kind of language doesn’t move people because it doesn’t meet them where they actually are.
Your audience isn’t walking around wondering how to scale their impact today.
They’re wondering how to stop solving the same problem again and again without progress.
They’re wondering why the 7th strategic planning template still leaves them feeling more overwhelmed than organized.
They’re wondering why being a “better leader” is making them feel like a worse human.
If your marketing isn’t anchored to the real pain point your audience is wrestling with (the one they haven’t even admitted out loud yet), they’ll scroll right past it.
So What Do You Say Instead?
You don’t need to go full doomsday with your marketing. I’m not suggesting you guilt-trip people into buying. That’s lazy, and gross.
But you do need to name the tension they feel before they even think about buying from you.
Ask yourself this:
What is my audience struggling with silently that they don’t even know I can fix?
That’s your entry point.
Forget the polished elevator pitch.
Forget the all-encompassing “I help people build better businesses” line.
Start where they actually are.
Start with:
- “Are you tired of solving the wrong problem over and over?”
- “Do you feel like every ‘leadership hack’ just makes things harder?”
- “Is your strategic plan overwhelming you more than it’s helping?”
That’s where connection happens. That’s when people lean in and say, Wait… are you inside my head?
Why This Shift Matters (More Than Ever in 2025)
There are more voices than ever online. More posts. More videos. More strategies.
And the easiest way to do that?
Stop skipping ahead to the finish line in your messaging.
Start by walking into the storm your audience is currently standing in, and let them know you’ve got an umbrella.
Ready to Make Your Marketing Actually Land?
If your current marketing isn’t hitting home, and you’re sick of wasting time shouting into the void, I can help.
👉 Let’s build a marketing strategy that meets people where they really are.
Because when your message finally connects? Everything else gets easier.