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- No one cares about you [🐝U]
No one cares about you [🐝U]
EG Orren
August 06, 2025
When I first started out as a freelance marketer, I spent days writing & rewriting my website.
It had all the “right” words … brand storytelling, conversions, strategic clarity, aligned messaging.
It looked slick.
Professional.
I was proud.
Then I asked someone outside the marketing bubble to give it a read.
I was expecting high praise.
Instead, she squinted at the screen and said,
“Okay… but what do you actually do for people?”
Gut punch.
I learned it in courses, books, etc.
But it was that moment I really realized:
It doesn’t matter how clever or polished your words are if the person reading them still doesn’t get it.
Since then, I’ve rewritten thousands of lines of marketing copy & helps hundreds of clients.
& it always come back to the same truth:
Nobody cares how it works.
They just want to know if it works for them
& that brings us to today …
In business, no one cares about you.
They don’t care about your business.
It’s a hard truth, I know.
Not your credentials
Not your cleverly crafted posts
Not your fancy-looking website
There’s only 1 thing they care about.
They’re RESULTS!
& for the most part, they don’t even care HOW you give them those results.
(even though you do)
Ironically, aspiring copywriters are probably more guilty of this than anyone else.
We’re trying to flex our writing cops.
Look at how clever I am
clear > clever
Your prospects & clients don’t give a flying blimp around a football field if it’s a funnel, social media post, carrier pigeon, or a potion brewed under a full moon.
If it works (& it’s legal), that’s all that matters
Marketing (& messages) that miss the mark sound a bit like:
“I help you find your brand voice & bring it to life.”
sounds poetic … but what’s the outcome?
If I’m your prospect, I still don’t have a clue what I’d actually get. Will I sell more? Speak better?
If it’s not clear what your prospect’s getting out it, they’re gone.
“I write high-converting copywriting for small businesses.”
cool! What kind of results? What kind of businesses?
oh, & just what is copywriting? are you a lawyer or something?
“I craft compelling message strategies for growth-minded businesses.”
uhm … is there a business that isn’t growth-minded?
Should I keep going?
how many coaches have you seen use this …
“I help you get unstuck & live your best life.”
or web developers drop this nugget…
“I build modern, responsive websites using the latest tech stack.”
How do you point out what’s in it for them?
How do you flip it?
4 easy things to make your stuff about them.
Use more “you” & less “I”
instead of … “I do __"
try … “you get __”Add “so you can”
turn all your product/service features into benefits
“you get __ so you can __”Kill the jargon, even when things are technical
instead of … “I optimize your Core Web Vitals & set up schema for SEO indexing”
try … “Your site will load faster, rank better on Google search results, & actually work on your client’s phone”Don’t try talking to “everyone” because it attracts no one
Saying … “I help all kinds of small businesses grow online” = blank stares
but with a little bit of specificity … “I help burned-out service providers build systems that save them 5 hours a week” … you get the right person leaning in.
It’s not a “pick one” scenario … stack them up & use them all
❌ UN-Original – jargon-heavy, self-focused
😐 OK – adds “so you can” but still not client-centered or specific
✅ Good – uses “you,” removes jargon, clear benefit
🌟 Better – uses “you,” removes jargon, & solves a specific, relatable problem for solopreneurs/freelancers
Here’s what that looks like with some examples…
🎨 Graphic Designer
❌ UN-Original:
“I provide visually compelling brand identities & scalable design systems.”
😐OK:
“I design brand identities & systems so you can grow your business with consistent visuals.”
✅ Good:
“You’ll get brand visuals that actually feel like you—so you can show up with confidence & stop second-guessing your content.”
🌟 Better:
“You’ll get branding that actually looks like you—so you can stop cringing at your Canva graphics & finally feel proud of how your business shows up online.”
📈 Marketing Consultant
❌ UN-Original:
“I develop data-driven omnichannel marketing strategies for sustainable growth.”
😐OK:
“I create strategic marketing plans so you can grow your business sustainably.”
✅ Good:
“You’ll get a clear, doable plan—so you can stop guessing & start attracting the right people.”
🌟 Better:
“You’ll get a step-by-step marketing plan that fits your energy & bandwidth—so you can stop overthinking every post & start showing up consistently without burnout.”
🧘 Wellness Practitioner / Holistic Coach
❌ UN-Original:
“I guide clients through integrative practices for nervous system regulation & embodied healing.”
😐 OK:
“I offer mind-body practices so you can feel more balanced & grounded.”
✅ Good:
“You’ll learn how to calm your brain & body—so you can stop running on survival mode & finally feel like yourself again.”
🌟 Better:
“You’ll learn simple tools to calm your nervous system—so you can handle client stress, decision fatigue, & those ‘I might burn it all down’ moments with way more ease.”
Now it’s your turn…
Apply these 4 things to you & your business.
How can you take a generic unoriginal line about what you do & transform it into something that’s all about them (& their results)!
TL;DR?
Your clients want results & your business can help them get there.
But if your marketing’s packed with jargon, vague promises, or all about you, they’ll never stick around to find out.
That’s why you need to make your messaging about them by:
- adding “so you can” for the benefit to your feature
- using more “you” & less “I”
- cut the fluff & jargon-y mumbo-jumbo
- be specific about outcomes & solve their problems
Try making those changes for your business & share your changes with me.
Make it a great “all-about-THEM “ week!
EG
PS:
“What’s in it for Them?” by Joe Polish breaks down 9 networking principles to get what you want by helping others get what they want.
The AWAI Method is a self-paced copywriting program that teaches the fundamentals of writing in a way that helps you connect with your audience
& to help keep track of what’s in it for them (aka what they want, how you can help, & give value first, etc)
The Story Grid newsletter is a free resource that shows you how to write stories
Clients on Tap is another newsletter focusing on feel-good client acquisition without the bro-marketing mumbo jumbo
PPS:
📈 Want to talk about how to make your marketing about them so they’ll care about what you can do?
Find a time that fits your schedule.