I was nearly late for the meeting.
Not because I overslept. Or traffic. Or the dog.
Because I couldn’t decide between two outfits.
I was standing in front of the mirror debating whether I should look more “creative consultant” or “business strategist.”
Then I had a💡moment — I wasn’t dressing for myself. I should be dressing for them.
Because we don’t just show up. We adapt to get a result.
And yet, when it comes to content, so many brands forget this entirely.
Speak to What Drives Them, Not What Excites You
We see it all the time.
Brands shouting into the void about what they think is exciting. Their features. Their processes. Their 20 years of combined experience. Their logo refresh (😬).
But their customers? They’re stuck. Distracted. Overwhelmed. Skeptical. Tired of the noise.
They’re not waiting to be impressed.
They’re waiting to be understood.
So when you lead with “what you do,” instead of “what they get,” you’re not just missing the mark — you’re missing the moment.
What do they really want?
Too many businesses lead with features, facts, and self-flattery. But content that converts starts with empathy.
It speaks to the internal drivers. The stuff that keeps your audience up at night. The real reason they’re scrolling at 11:42pm looking for help.
Let’s say you’re selling time management software.
Your features include calendar sync, team view, task tracking, and reminders. Nice.
But what does your customer really want?
- To feel in control again.
- To stop waking up with a pit in their stomach.
- To log off at 5pm without guilt.
- To say “yes” to dinner without feeling like they’ve got to have the phone at the ready.
That’s your message.
The time management software is just the vehicle.
Talk to Someone, Not Everyone
We get it. Your product could help lots of people.
But “everyone” isn’t a target audience — it’s an avoidance tactic.
The moment you try to speak to everyone, you flatten your message into online wallpaper. No one feels seen. No one feels spoken to. And they move on.
Instead, pick one segment. One persona. One burning problem.
Then speak their language.
Because a manager wants control of their schedule. A freelancer wants their evenings back. Same time management tool, different message.
When you understand that, content that converts becomes less about convincing — and more about connecting.
So how do you figure out what drives them?
Simple:
📞 Ask.
🧠 Listen.
🔍 Lurk.
Content that converts comes from insight, not assumption.
Get your intel from:
- Sales calls — what’s stopping people?
- Client surveys and interviews — what made them say yes?
- Reviews — what words do they use?
- Social media lurking — what are they really frustrated with?
You’re not looking for demographics. You’re looking for emotions. Language. Triggers. Desires.
Look for emotion, not just logic.
You’re looking for why they care, not just what they need.
Paint a picture of the outcome — not the process
Sometimes we hear “But we offer such a good service — we’ve been doing this for 20 years!”
That’s great. But history isn’t a hook.
Content that converts shows people their better future. It paints them into a before-and-after story.
Before = stressed, confused, stuck.
After = confident, capable, relieved.
You’re not the hero — they are. You’re just the guide.
If they don’t feel seen, they’ll scroll on
Here’s the thing: even the best product in the world won’t convert if your content makes people feel like they’re just another number.
Content that converts makes people stop mid-scroll and think:
“Wow. That’s exactly how I feel.”
“This is for me.”
“I know what to do!”
That’s the moment conversion begins.
Final thought: Dress your message for the person you want to impress
That day, I went with the slightly bolder outfit. (Creative strategist vibes won.)
But I walked into that meeting confident, not because of my outfit — but because I’d prepared to connect, not convince.
Your messaging should do the same … focus on what your audience needs to feel, not what you need to say.
So before you hit publish, check the mirror. Not to see yourself — but to make sure your audience will see themselves. That’s how you create content that converts.
