You're sitting alone, reviewing your homepage copy one final time before it goes live. It looks professional, polished, and impressive. You feel proud reading it – everything you've accomplished, your years of experience, your proven methodology, the awards and recognition you've earned over the years.
Then a simple question crosses your mind: "Is this about us or about them?"
And suddenly, you see your homepage completely differently.
You realize you love this copy because it's all about you – your achievements, your credentials, your success. But that's exactly why your potential customers might not connect with it. They need it to be about them – their challenges, their goals, their reality.
If you've been following our journey over the past few months – exploring why marketing feels disconnected, why it sometimes feels like shouting into the void, and how to find that goldmine right under your nose – you've arrived at the question that changes everything.
The question that transforms every piece of marketing you create from this point forward.
The Journey That Led Us Here
Let's connect the dots on what we've discovered together.
We started by recognizing that most marketing speaks from where you are – where the problem has already been solved – instead of meeting customers where they are, still experiencing that problem. Your team creates beautiful content celebrating your capabilities, but customers scroll past because they're looking for someone who understands their current reality.
Then we realized why so much marketing feels like shouting into the void. While you're talking about your 15 years of experience and proven methodology, your prospects are thinking "Do you understand what I'm actually dealing with?" They're not looking for credentials first – they're looking for someone who sees them and gets their situation.
Next, we discovered that goldmine sitting right under your nose: your customer's actual problems. Not your solutions, not your expertise, but the specific challenges that make them lose sleep and drive them to look for help. While you're perfecting posting schedules and tweaking ad spend, the real opportunity is right there – speaking directly to what they're experiencing.
We then explored how most websites think they're job interviews when customers want conversations. Instead of trying to impress visitors with everything you've accomplished, you could be demonstrating that you understand their world and know how to help them navigate it.
And just recently, we uncovered that what most companies call marketing plans are actually marketing checklists – activity-focused to-do lists with no strategic connection to business goals.
Each of these insights built on the previous one, leading us to this moment of clarity: everything we've been discussing comes down to one fundamental question.
Is this about us or about them?
The Question That Changes Everything
This isn't just a marketing question – it's a mindset shift that transforms how you approach every customer interaction.
Let me show you what this looks like in practice.
Your homepage:
- About us: "With 20 years of experience and award-winning methodology, we've helped hundreds of companies achieve operational excellence."
- About them: "Struggling to scale your operations while maintaining quality? You're not alone – and you're not stuck with choosing between growth and excellence."
Your LinkedIn posts:
- About us: "Celebrating another successful client transformation! Our proven approach delivered 30% efficiency gains."
- About them: "That moment when you realize your team is working harder than ever but somehow falling further behind? It's not a people problem – it's a systems problem."
Your sales conversations:
- About us: "Let me walk you through our methodology and show you our track record with similar companies."
- About them: "Tell me about what's happening in your business right now that made you take this call. What's working? What's keeping you up at night?"
Your email campaigns:
- About us: "We're excited to announce our expanded capabilities and new service offerings."
- About them: "When was the last time you felt confident that your business was running as efficiently as it could be?"
See the difference? The shift isn't about hiding your expertise or downplaying your achievements. It's about leading with understanding and following with capability.
Why This Question Is So Powerful
When you consistently ask "Is this about us or about them?" something remarkable happens: you stop competing on credentials and start competing on connection.
While your competitors are all saying variations of the same things — about their experience, methodology, and results — you become the only voice acknowledging what prospects are actually thinking and feeling.
You stand out not because your credentials are better, but because you're speaking their language.
More importantly, you expand your reach exponentially. Instead of only connecting with people who already know they need your specific type of service, you're reaching everyone who has the underlying problem you solve.
Think about that for a moment. How many potential customers are dealing with the challenges you solve but haven't yet identified that they need your type of solution? When your marketing speaks to their current reality instead of your past achievements, you become visible to a much larger market.
The Integration Challenge
Here's what I've observed working with companies that embrace this customer-centric approach: understanding the concept is one thing, but consistently applying it across every touchpoint is another.
It's easy to slip back into talking about yourself. It's comfortable. It's familiar territory. And frankly, it's what most marketing training teaches you to do.
But the companies that truly transform their marketing – and their business results – are the ones that build systems to stay customer-focused.
They train their teams to ask the question before publishing anything: "Is this about us or about them?"
They create review processes that catch company-centric messaging before it goes live.
Most importantly, they maintain the discipline to keep redirecting themselves back to customer focus, even when it feels easier to talk about their own achievements.
Because here's the truth: every time you revert to "about us" messaging, you're paying to blend in with every other company in your industry instead of standing out as the one who truly understands customer challenges.
The Strategic Foundation
Remember what we discovered about marketing checklists versus strategic marketing plans? This question – "Is this about us or about them?" – is what transforms activity into strategy.
When every piece of marketing passes this test, your efforts become integrated automatically. Your website messaging aligns with your LinkedIn content because both are focused on customer reality. Your sales conversations feel consistent with your marketing because your entire approach is built on customer understanding.
Your email campaigns reinforce your social media messages because they're all designed to speak to what customers are experiencing, not what you've accomplished.
Most importantly, your marketing starts directly supporting your strategic business plans instead of just keeping your team busy.
Think about your business goals for the next 12 months. Now think about your ideal customer – the type of client who can help you achieve those goals. What are they thinking about right now? What challenges are they facing? What questions are keeping them up at night?
When your marketing consistently speaks to their reality instead of your achievements, you attract exactly the prospects who can help you reach your business objectives.
The Transformation Effect
When you successfully integrate customer-centric thinking across everything you do, something powerful happens: your marketing stops being an expense that you hope will generate results, and becomes a strategic asset that directly drives business growth.
Your website stops being a digital brochure and becomes a customer magnet.
Your LinkedIn posts stop being company announcements and become conversation starters with ideal prospects.
Your sales presentations stop being credential exhibitions and become problem-solving collaborations.
Your email campaigns stop being promotional broadcasts and become valuable communications that prospects actually want to receive.
For the first time, your marketing directly supports the strategic plans you have for your business. Every piece of content, every customer touchpoint, every marketing dollar works toward making your goals not only achievable but exceedable.
The Discipline Required
Making this transformation requires something that many successful CEOs find challenging: the discipline to consistently choose customer focus over company promotion, even when talking about your achievements feels more natural.
It's like developing any new habit – you might remember to ask the question for days or weeks, but when deadlines loom and pressure mounts, the natural tendency is to revert to talking about yourself, your company, your accomplishments.
This is why the companies that successfully sustain customer-centric marketing often benefit from having someone who can keep redirecting them back to customer focus. Someone who can catch "about us" messaging before it goes live. Someone who consistently asks "Is this about us or about them?" even when the team gets busy and forgets.
Because the truth is, it's easy to slip off the trail and end up back in company-focused marketing territory. It's easy to let things pass as "good enough" when they're not actually speaking to who you need to reach or addressing what you need to address.
Your Next Step
Here's what I want you to do right now: Look at the last five pieces of marketing you've published. Your most recent LinkedIn posts. Your current homepage. Your latest email campaign. Your sales presentation.
For each one, ask yourself honestly: "Is this about us or about them?"
If you find that most of your marketing is about you – your experience, your methodology, your achievements – you've identified exactly why your beautiful, professional marketing might not be reaching as many people as it could.
The good news? You now know the question that will change everything.
The challenge? Consistently applying it across every touchpoint, every team member, every piece of content you create going forward.
But when you do – when you successfully integrate customer-centric thinking into everything you do – your marketing transforms from activity that keeps your team busy into strategy that drives your business forward.
Your prospects stop scrolling past your content and start engaging with it because they finally see someone who understands their world.
Your sales conversations become easier because prospects arrive with higher trust and confidence that you can help them.
Most importantly, your marketing investment starts generating the returns you expected when you approved that budget increase – because every dollar is focused on attracting the exact customers who can help you achieve your business goals.
The question that changes everything is simple: Is this about us or about them?
The transformation begins the moment you start asking it consistently.
Ready to Make Customer-Centric Marketing Your Competitive Advantage?
If this resonates with you – if you recognize that your marketing has been more about you than about your customers – it's time to make the strategic shift we've been discussing.
I've created "Breaking Through the Sameness: Marketing That Converts" specifically for CEOs who are ready to transform their marketing from company-focused activity to customer-centric strategy.
September 26 | 9 AM – 5 PM | Atlanta, GA
You'll work directly with me on YOUR business, applying everything we've covered in this series to create an integrated approach that speaks to your customers' reality and drives your business objectives.
Only 30 seats available because this isn't about learning concepts – it's about implementing the strategic transformation that will set your marketing apart from every competitor.
$1,795 – Use the code VIP50 and get 50% off your ticket now because you are here.
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