Stop Making Your Content About You (Here’s What to Do Instead)
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I need to talk about something that’s been bothering me for way too long.
I’m scrolling through my feeds, and I keep seeing the same thing over and over- content that’s entirely about the business owner.
Their income (as if by working with them, you’ll make the same)
Their lifestyle (as if you’ll live the same way)
Their morning routine (like you can work the same way and build the same, successful business with your limitations)
Their vacation photos (like that gives them authority)
And honestly? It’s getting ridiculous.
Nobody’s following you to hear about you all the time. They’re following you because they have problems they need solved, goals they want to achieve, and challenges they’re trying to overcome.
So let’s talk about customer-centered messaging – what it is, why it matters, and how to actually do it without falling into the trap that’s plaguing social media right now.
The Problem with “Look at Me” Marketing
A problem I’m seeing with the online business space is content that’s designed to make the business owner look impressive rather than actually help their audience.
The income claims. The lifestyle posts. The “look what I accomplished” content.
And look, I get it. When you see other successful people doing this, it feels like permission to do the same thing. It almost becomes this weird requirement – like that’s how you’re supposed to market your services.
But this approach is dishonest and deceptive.
When you’re constantly sharing how much money you’ve made in your business, you’re giving people the impression that your clients are also going to experience that same result. And that’s just not (always) true.
Struggling to see how that type of marketing isn’t relevant? Let’s apply it to a different industry/service, but same desired outcome- increasing revenue.
As a marketing agency owner, it makes zero sense to tell potential clients how much I’ve made in my business. Why? Because it’s irrelevant to what my clients will experience. We aren’t selling the same services, we aren’t selling to the same target market, our offers aren’t the same cost… NOTHING is the same.
How much I make is completely irrelevant to what an apothecary store owner is going to experience when they hire us to handle their marketing.
It’s not an apples-to-apples comparison, and it sets unrealistic expectations that are frankly unfair to your potential clients.
So when coaches say “you should hire me because I’ve made X amount of money” or “I had a 6 figure launch, so you should sign up for my coaching package because I’ll teach you to do the same”? Yea. I’m calling BS on this.
When Income Claims Actually Make Sense
Now, I’m not saying you should never share results or celebrate wins. There absolutely is a time and place for that.
But there are two critical things you need to consider:
First, give context. Don’t just throw out a number and expect people to fill in the blanks. Tell them what went into that result. What was the situation? What challenges were overcome? What specific actions led to that outcome?
Second, frame it as a case study. When you’re sharing client results, give people enough detail to understand whether that result is realistic for them too, or if it’s an outlier.
For example, if the majority of your clients are brand new entrepreneurs, but you’re sharing a case study about someone who’s been in business for 10 years and already had a significant following, that context matters. It helps people set appropriate expectations for themselves.
What Customer-Centered Messaging Actually Looks Like
Customer-centered messaging is exactly what it sounds like- centering your message around the customer instead of yourself.
One of the best books I can recommend on this topic is “Building a StoryBrand” by Donald Miller (this links to my Amazon storefront and is an affiliate link!). It’s an easy read, and it explains perfectly why you should make your customer the hero of the story, not yourself.
This approach is so much more empowering for your audience. Instead of feeling like they’re watching someone else’s highlight reel, they’re seeing themselves in your content. They’re understanding how you can help them achieve their goals.
The Personal Content Question
“But Ashley,” you might be thinking, “don’t I need to share personal content so people can connect with me?”
Yes, there is absolutely a time and place for personal content. Especially if you’re in a service-based business with a personal brand element.
People want to know who they’re working with. They want to feel like it’s going to be an aligned relationship.
Here’s my example: I’m less interested in hiring someone to help me overcome business challenges if they’re not a mom to young kids. Why? Because the challenges I face as a business owner with young kids at home are very specific.
When you’re trying to work in pockets of time versus having eight straight hours of uninterrupted focus, that’s a completely different experience. I want to know that whoever I’m working with understands what this life actually looks like.
But even when you’re sharing personal content, it should always tie back to how that benefits your client.
It’s not “look at my life” – it’s “here’s how my experience helps me better serve you.”
Features vs. Benefits: The Content Trap
Another place I see this self-centered messaging show up is in how people talk about their services.
Too many business owners focus on features – what they’re giving you. The number of modules in their course. The number of pages in their workbook. The number of calls you get with them.
But what people really care about are the benefits – what they’re going to get from those features. How their life or business will be different after working with you.
Effective content includes both, but it’s much heavier on the benefits side because that’s where the emotions come into play. That’s where people start to see themselves in a different situation.
Why This Approach Actually Works Better
When you center your customer in your messaging, people feel seen.
They’re consuming your content and thinking, “Wow, she’s speaking directly to me. She knows exactly what I’m experiencing.”
That builds trust. And when people trust that you understand their problem, they’re much more likely to believe you can solve it.
There really aren’t any downsides to this approach. People are naturally self-interested – they want to know what’s in it for them. They want to know why they should care.
They don’t want to go through mental gymnastics to figure out how your content applies to their situation. They want you to lay it out for them on a silver platter.
Making the Shift
So how do you actually implement this?
Start by auditing your recent content. Ask yourself, “Is this about me, or is this about my customer?” If someone reads this, do they walk away thinking about how impressive I am, or do they walk away thinking about how this could help them?
For every piece of content you create, ask, “What’s in it for them? How does this benefit my customer? Why should they care?”
Even when you’re sharing personal stories or achievements, always bring it back to the customer. How does this experience make you better equipped to serve them?
The Bottom Line
Your content should feed into your customer’s natural self-interest. Make it about them, not about you.
When you do this consistently, you’ll find that engagement increases. People will be more interested in what you have to say and what you have to offer. They’ll feel understood and seen, which is the foundation of any good business relationship.
And it’s just more ethical. Instead of misleading people with lifestyle content and income claims that don’t apply to their situation, you’re actually helping them make informed decisions about whether you’re the right fit for their needs.
That’s what good business looks like. That’s what customer-centered messaging can do for your business and your audience.
So let’s leave the “look at me” content behind and start creating content that actually serves the people we’re trying to help.
Because at the end of the day, that’s what we’re all here for, right?
