11. Stop Talking About Yourself! The Power of Customer-Centered Messaging

woman holding notebook with words "to do" on page, holding pencil over notebook, on top of table

If you've ever been stuck at a dinner party with someone who only talks about themselves, you know how exhausting it can be. No questions about you, no interest in your thoughts—just a monologue about their accomplishments, experiences, and opinions.

Now, imagine your marketing is doing the same thing. If your messaging is all about your business—what you do, how long you've been in business, and why you're great—without showing customers how you can help them, you're losing them before they even have a chance to care.

In this episode of the Higher Purpose Marketing Strategy podcast, we’re diving into how to create a customer-first marketing strategy that builds trust, connection, and impact—without feeling pushy or salesy.

Why Customer-First Messaging Matters

As Christian business owners, we’re called to serve. Our marketing should reflect that. Instead of talking at people, we should be inviting them into a story where they see themselves as the focus—and our business as helping them get to where they want to go.

Think of it like this: When a potential customer lands on your website or reads your content, they’re asking, "Is this for me?" If your messaging is focused on your business instead of their needs, they’ll move on to someone who makes it clear.

7 Practical Ways to Shift to a Customer-First Mindset

If you’ve been unintentionally making your marketing all about you, don’t worry—you’re not alone! The good news is that shifting to a customer-first approach isn’t complicated. Here’s how to do it:

Show Benefits, Not Just Features

Your audience doesn’t just want to know what you do—they want to know how it makes their life better. Instead of listing features, frame them in a way that highlights the outcome for the customer.

Examples

DON'T: We offer social media management services.

DO: We help you attract and engage customers on social media without spending hours online.

DON'T: Our course includes 10 video modules and 5 worksheets. (This sentence could be modified for a sales page but is too detailed for any other page.)

DO: This course will help you confidently create a marketing plan in just 30 days.

Action Step: Take a look at your website or marketing materials. Rewrite any feature-driven statements into benefits. Ask, "So what?" after every feature to find the real value.

Look at Your Messaging with Fresh Eyes

If you’ve been in your business for a while, you’re too close to it. What makes sense to you might not be clear to your audience.

Example

Imagine you just discovered your business for the first time. Would your website make sense? Would you immediately know what you do and who you help?

Action Steps:

Ask a friend, colleague, or ideal client to review your website and share their first impressions.
Run a "5-second test"—show your homepage to someone for 5 seconds, then ask them what they remember.
If they’re confused, your message needs more clarity.

Eliminate Jargon and Speak Their Language

Every industry has its own jargon. The problem? Your potential customers might not understand it. Using simple, clear language ensures that your message is accessible and relatable.

Example

DON'T: We leverage omnichannel marketing strategies to increase engagement.

DO; We help you reach the right people in more places.

Action Steps:

Review your website for any complex or technical terms.
Replace jargon with everyday words your customers actually use.
If you’re unsure, explain your service to a 10-year-old. If they don’t get it, simplify it further.

Say "You" More Than "We"

One of the easiest ways to shift your messaging is to make it about them, not you. If your website is full of “we” statements, you might be accidentally making yourself the focus instead of your customer.

Example

DON'T: We’ve been serving businesses for 15 years with expert consulting.

DO: You get expert guidance to grow your business with confidence.

Action Step: Scan your website and count how many times you say "we" versus "you." If “we” dominates, rewrite sentences to make them more customer-focused.

Make Your Marketing Conversational

Your audience should feel like they’re talking to a real person, not reading a corporate brochure. A conversational, approachable tone makes your messaging more engaging and memorable.

Example

DON'T: Our company specializes in leveraging data-driven strategies for maximum ROI.

DO: We help you get more customers without wasting money on marketing that doesn’t work.

Action Steps:

Read your website out loud. Does it sound natural? If not, rewrite it like you’re talking to a friend.
Use contractions (e.g., “you’ll” instead of “you will”) to make your writing more natural.
Keep sentences short and to the point.

Use Social Proof Instead of Self-Promotion

Instead of telling people how great your business is, let your happy customers do it for you. Testimonials, reviews, and case studies build trust and make it easier for potential clients to say “yes.”

Example

DON'T: We offer the best coaching program for Christian business owners.

DO: “Before this program, I felt lost in my marketing. Now, I have a clear strategy and have seen a 40% increase in leads!” – Sarah, business owner

Action Steps:

Collect testimonials from past clients and display them prominently on your website.
Share before-and-after stories of how you’ve helped clients succeed.
If you don’t have testimonials yet, ask happy customers for one!

Clarity Over Cleverness

A clever slogan or tagline is great, but clarity is king. The average adult reading level is around 8th grade, so your marketing should be easy to understand at a glance.

Example

DON'T: Experience unparalleled synergy in your business growth journey.

DO: Christian CEOs, are you ready to stand out from your competition and attract your best customers?

Action Steps:

If your tagline or homepage isn’t crystal clear, simplify it.
Test it by asking someone outside your business, “What do you think we do?”
If they’re unsure, go back and rewrite it until there’s no confusion.

Homework: Audit Your Messaging

Take a look at your website, social media, and emails. Ask yourself:

Is it focused on the customer or my business?
Would a first-time visitor immediately understand what I do and who it’s for?
Am I using clear, benefit-driven language?

If you’re not sure, it’s time to make some adjustments.

If you want a proven process to attract the right customers and build a marketing strategy that aligns with your values, my 12-week coaching program was designed for you.

In this program, we’ll: