Why Your Marketing Is ‘Me Me Me’ — and It’s Costing You Customers

Sticky Insight

It’s not your story that sells. It’s their problem you solve.

Are You Talking Too Much About Yourself?

Pull up your website or latest post. Does it open with something like:

• “We’ve been in business for 25 years…”
• “Our team is dedicated to…”
• “We’re proud to offer…”

Sound familiar? You’re not alone. But that “me me me” habit might be quietly pushing customers away.

Customers Don’t Buy Your Story. They Buy Themselves in It.

People don’t choose a builder, physio, or accountant because of years in business. They choose because you get them; their pain, their goals, their version of a win.

Pain Beat: You’ve spent hours perfecting your About page — but your customer’s already scrolled past, looking for someone who speaks their language.

When your marketing starts with them , not you, everything shifts. Trust builds faster. Sales friction drops. You stop selling, and start connecting.

Try the “You Test”

Want to see how self-focused your copy is?

1. Pick any page on your site.
2. Count every “we,” “us,” “our,” or your business name.
3. Then count every “you” or “your.”

If the “we” words win, your message is all about you, not them.

Before: “We offer customised bookkeeping services.”
After: “You get stress-free bookkeeping tailored to your business.”

See the difference? One talks at people. The other talks to them.

Common “Me Me Me” Mistakes SMEs Make

1. Listing Services Without Showing Benefits
Before: “We do tiling, waterproofing, and bathroom renovations.”
After: “Turn your bathroom into a space you love — without the mess or stress.”

2. Leading With Awards or Experience
Awards build credibility, sure — but they should back up your message, not lead it.

3. Speaking in Jargon
Customers don’t care if you use “thermally broken double-glazed aluminium frames.”
They care if their home will be warmer and quieter.

Real Talk: Simplicity sells. Jargon kills trust faster than typos.

How to Shift From Business-Focused to Customer-Focused

Lead With Their Problem
Before: “Our clinic offers advanced physiotherapy.”
After: “Get back to doing what you love, faster, with expert physio care.”

Paint the Outcome, Not the Feature
Show how life gets better for them — not what you do behind the scenes.

Speak Directly
Use “you” and “your.” Make your copy a mirror, not a megaphone.

Why Customer-Focused Messaging Converts

• Instant relevance: They see themselves in the story.
• Less friction: They feel understood.
• More trust: You sound like a guide, not a salesperson.

Sticky Insight: The best marketing isn’t about you. It’s about how you make them feel seen.

FAQs: Making the Shift

What’s wrong with talking about my experience?
Nothing…just don’t lead with it. Use it to prove you can solve their problem.

How can I fix my copy fast?
Start with your homepage and service pages. Flip every “we” into a “you.” Focus on what they gain, not what you do.

Does this work for tradies and local businesses?
Absolutely. In fact, it works especially well. Locals buy from people who “get” them — not businesses that brag.

Conclusion: It’s Not About You…It’s About Them

Great businesses solve problems. Great marketing proves it, in the customer’s language.

If your current marketing isn’t landing, it’s probably saying too much about you, and not enough about them.

If you’re ready to stop pitching and start connecting, Sticky can help you flip your message — and your results. Let’s talk!