Why Your Marketing Feels Like Shouting Into the Void

You're posting daily. Your content looks incredible. Your team is working harder than ever, creating more marketing materials, running more campaigns, and boosting more posts. The budget continues to grow, the activity continues to increase, and yet… 

Something's still missing. 

Despite all the noise you're making, it feels like nobody's really listening. Like you're screaming at the top of your lungs in a crowded stadium where everyone else is doing the same thing. Your voice gets lost in the chaos, no matter how loud you shout or how often you try. 

If your marketing feels like shouting into the void, you're not alone. And more importantly, you're not stuck with accepting mediocre returns on what should be a growth-driving investment. 

But here's what most CEOs don't realize: the solution isn't to shout louder or more frequently. The problem is that you're shouting the wrong things entirely. 

The Frenzy That Leads Nowhere 

Let me walk you through how these conversations typically unfold. Here's a composite of what I hear from CEOs who are experiencing exactly this frustration – see if any of this sounds familiar. 

Amy: Tell me about what you're struggling with in your marketing. I know you're talking about being frustrated, so tell me a little bit more about what you're finding frustrating. 

CEO: Amy, we're doing MORE marketing than we've ever done – posting daily, blogs twice a week, newsletters, Google ads, boosting posts. Our content looks incredible and professional. The engagement numbers look decent on paper. 

But here's what's driving me crazy – we're spending 60% more on marketing than two years ago, and I'm not seeing 60% more results. The phone isn't ringing any faster. Our pipeline isn't fuller. 

My team keeps telling me we need to post more, spend more on ads. I'm starting to wonder if marketing just doesn't work, or if I'm missing something fundamental here. 

Amy: Okay, so I know you said everything looks great. Tell me a little bit more about what you're saying in your marketing, the things that you're putting out there that seem to be falling flat, and you don't understand why. 

CEO: We're talking about all the things I think we should be talking about! We showcase our 15 years of experience, our proven methodology, and case studies showing 25% cost reductions. We post about our certifications, awards, and team expertise. We share insights about best practices and industry trends. 

I mean, this is what consultants are supposed to talk about, right? Our credentials, our track record, our capabilities? We're demonstrating that we know what we're doing. 

But people just scroll right past it. Even when we boost posts to get more eyeballs, it doesn't translate to actual conversations. This is exactly what our competitors are doing too, and honestly, I'm not sure any of us are really killing it with marketing. 

Amy: I'm interested to know, though, when you do talk to people, because some of them are coming to you, you've been successful – what are they saying about why they came to you? Why do they need you? 

CEO: You know, that's interesting… When I actually talk to prospects who call us, they're saying completely different things than what we're putting out there. 

They're saying stuff like, "We feel like we're constantly putting out fires instead of running our business strategically," or "We know we're inefficient, but we can't figure out where the problems are." A lot say, "We've grown to the point where the way we used to do things isn't working anymore." 

Just last month, a prospect told me, "I feel like I'm drowning in my own business. We're busier than we've ever been, but our margins are shrinking." 

pauses 

They're not calling because they saw our case study about cost reduction. They're calling because they're frustrated, overwhelmed, and feeling stuck. But our marketing is all about us and what we've accomplished, not about what's keeping them up at night. 

Is that the disconnect? 

Amy: Yes. That's exactly the disconnect. When you get lucky enough to talk to one of them, you're finding out what the underlying problem is. So what I'm wondering is: do you think there are more people out there with that underlying problem who are looking for that to be solved? Or are they looking for experts first, and then they figure out if they need them second? 

CEO: Oh wow. Yeah, there are definitely way more people out there dealing with those underlying problems. That feeling of drowning in your own business, working harder but not getting results – that's probably most CEOs of growing companies. 

They're not waking up thinking, "I need an operational efficiency expert." They're waking up thinking, "Why does everything feel so hard? Why can't we get ahead despite all our effort?" 

When they see our posts about methodology and credentials, they probably think "Good for them" and keep scrolling. But if they saw "Feel like you're drowning in your own business?" – that would stop them cold. 

So there could be hundreds of CEOs dealing with these exact problems, but they're scrolling past our content because we're talking about solutions they haven't identified they need yet. 

Is that why it feels like shouting into the void? Because we're talking to the wrong part of their brain? 

Amy: Exactly. Everyone's leading with "we're experts, we're so qualified because we're operational efficiency experts." No one's meeting them where they are. No one's going to the source, which is the problem – they're drowning in their own business. So if you take something that you've done in marketing and flip it around a little, maybe even lead with a question that has them self-identify, raise their hand, "yes, that's me, I feel like that" – how do you think that would land? Do you think that would stand out in the marketplace? 

CEO: Oh my god, yes! Instead of "Our proven methodology has helped 200+ companies reduce costs by 25%" – what if I posted "Do you ever feel like you're working IN your business instead of ON your business, constantly firefighting instead of growing?" 

That would stop people dead in their tracks! Every CEO dealing with that would think, "Wait, how did they know exactly what I'm thinking?" Instead of scrolling past another credentials post, they'd think, "Finally, someone who gets it." 

While all my competitors talk about expertise and methodologies, I'd be the only one acknowledging what prospects are really feeling. I'd stand out not because my credentials are better, but because I'm speaking their language. 

This would completely change who responds to our marketing, wouldn't it? Instead of only reaching people who already know they need consulting, we'd reach everyone who has the problem, which is a much bigger pool. 

Amy: At the heart of it, people love to talk about themselves. It's what makes them most comfortable. They spend a lot of words justifying why they're worth spending money on. And so companies are falling into that trap. They feel that they have to justify every penny someone would spend with them by saying, "See? Look, I'm great. We're worth it. You should spend money with us." When in essence, your customers, your potential customers, are exactly the same way. They want to talk about them. Their problems. So the line to draw for them is: I see you. I understand you have a problem. And the value I bring is that I know how to solve it. What would it feel like if it was solved? I know, yeah, I have all this experience and track record in doing so. Now, is it better for us to talk? 

CEO: Wow. That's a complete mindset flip. Instead of "Look how great we are, you should hire us," it's "I see exactly what you're dealing with, and I know how to help you get out of it." 

So it becomes less about proving my worth upfront and more about demonstrating that I understand their world. Instead of leading with "We've helped 200+ companies," I could say "That feeling when you know your business could run smoother, but you can't put your finger on what's wrong? I've been there with hundreds of CEOs…" 

It's like walking up to them and saying, "Hey, I see you're struggling with this thing. I've helped a lot of people through this exact situation. Want to talk about what it would look like on the other side?" 

Why did I think marketing had to be different from how I actually sell? This makes so much more sense. 

The Breakthrough Realization 

This conversation or some form of it happens all the time. That moment when a CEO realizes their marketing has been fundamentally backwards. 

When you stop shouting about how great you are and start speaking directly to what your customers are experiencing, something magical happens – they finally hear you. You're no longer just another voice in the void. You become the voice that understands. 

While your competitors are all saying the same things about their expertise and qualifications, you're the only one acknowledging what prospects are thinking and feeling. You stand out not because your credentials are better, but because you're speaking their language. 

Most 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, which is a much, much bigger pool.