Stop Making It About You: The Secret to Winning Hearts (and Sales)

When I started thinking deeply about how I approach content creation for my business, I had to ask myself a hard question: Do people actually care about me, my business, or my services? The uncomfortable answer? No.

People don’t care about my business for its own sake—they care about what I can do for them. They care about their problems, their objectives, and their outcomes. Once I embraced this truth, everything changed.

Let me walk you through the typical approach most business owners take—and why it’s holding them back.

The Common Missteps in Content Strategy

Here’s what most business owners think will get results:

Talking only about their products or services.
They believe constant promotion equals visibility, and visibility equals sales. Spoiler alert: it doesn’t.

Chasing virality over value.
They pour energy into creating content designed to blow up on social media, with no real consideration for their audience’s needs.

Jumping on every trend without purpose.
Trends can be tempting. But slapping your logo onto a popular meme or video without aligning it with your brand’s identity is like shouting into the void.

These tactics might get you momentary attention, but they don’t build trust—or long-term relationships. And without trust, your content might as well not exist.

What Actually Works: Making It About Them

Here’s the shift I made that transformed the way I create content—and how I connect with my audience:

Sharing educational content that solves pain points.
When you focus on addressing the problems your audience is facing, you’re not just offering information; you’re offering solutions.

Providing free resources and actionable tips.
I’ve found that giving away value upfront—whether it’s a downloadable guide, a how-to post, or an insightful tip—demonstrates expertise. It’s a way to prove you’re worth listening to.

Delivering consistent value.
Consistency is key. I don’t aim for fleeting engagement; I aim to show up again and again with content that my audience can genuinely use. This builds trust, loyalty, and a reputation for reliability.

Strong Brands Win Loyalty, Not Just Attention

It’s easy to grab attention. A flashy ad or a bold call-to-action (CTA) can do that. But here’s the thing: attention fades. Loyalty doesn’t.

A strong brand doesn’t shout “Look at me!” Instead, it makes people feel understood and supported. It creates a sense of alignment between what the brand offers and what the audience needs. And that’s the secret to getting people to want to engage, trust, and ultimately buy from you.

My Final Thoughts: It’s Not About You

Here’s the harsh but liberating truth: the more you focus on yourself in your content, the less effective it will be. To build a strong brand, you have to shift your mindset from “How can I promote myself?” to “How can I help my audience achieve their goals?”

So, stop making it about you. Start making it about them. It’s not just better for your audience—it’s better for your business.