The Secret To Creating Content That Converts
If you’ve been in business for any length of time, you’ve likely asked yourself, Why isn’t my marketing working? Is there any worse feeling than spending hours creating content every day only for it to produce zero leads or sales in your business?
You’ve posted about your offers, explained your services in detail, and highlighted all the cool features of what you provide—yet the sales just aren’t rolling in.
Here’s the hard truth: You're probably saying all the wrong things. Your audience doesn’t care about the features or logistics of working with you.
Yep, you read that right.
What they do care about and the question that everyone asks themselves is: What’s in it for me?
It’s Not About You—It’s About Them
The most effective marketing speaks directly to the consumer’s needs, desires, and pain points. People don’t just want to know what your product is or how it works—they want to know:
How will this change my life?
What problem does it solve for me?
Will this make things easier, better, or more enjoyable?
When you center your messaging around the transformation your product or service provides, rather than the details, you create an emotional connection. And that connection is what drives people to take action.
Stories Make Transformations Real
If you really want your marketing to connect, tell a story. Stories are powerful because they help your audience visualize the transformation you’re offering.
Here’s the secret: facts tell, but stories sell.
Imagine this:
Instead of saying, “I help people grow their businesses,” you tell a story about a client who went from struggling to make ends meet to hitting consistent five-figure months.
Instead of listing features, you share your own journey of how your product or service changed your life.
Stories tap into emotion, which is the driving force behind decision-making. They show people what’s possible for them, and they create a sense of relatability and trust.
As an online business owner, you’ll grow a loyal following much faster if you master the art of storytelling. Why? Because stories make people feel seen, understood, and inspired.
A Quick Shift That Changes Everything
Here’s an example to show how focusing on the consumer and using stories works:
Scenario 1: Feature-Focused Messaging “We offer a 6-week program with 12 modules, weekly calls, and access to our private Facebook group.”
Scenario 2: Story-Driven, Benefit-Focused Messaging “When Sarah joined my program, she was overwhelmed and stuck, unsure of how to grow her business. In just six weeks, she had a clear strategy, consistent five-figure months, and the confidence to leave her 9-to-5 and pursue her dream full-time. Imagine what that could look like for you!”
Which one draws you in more? (I think we both know the answer.)
How to Use the “What’s in It for Me?” Filter
Before you hit publish on your next post, email, or ad, ask yourself:
Am I focusing on features or benefits?
Am I painting a picture of the transformation my audience will experience?
Am I sharing a story that makes my message relatable and memorable?
If you’re not sure, reframe your message to emphasize benefits and incorporate a story that highlights the transformation.
People Don’t Buy Products, They Buy Results—and Stories Sell Results
At the end of the day, your audience doesn’t care about the fancy bells and whistles of what you offer. They care about how it makes them feel and what it helps them achieve.
And the best way to show them that? Through stories.
So the next time you’re crafting a marketing message, remember this: It’s not about what you do—it’s about what your audience gets. And if you can tell a story that brings it to life, you’ll win every time.
Here’s your challenge for the week: take one piece of your marketing (a social post, email, or even a sales page) and rewrite it with the “What’s in it for me?” mindset, weaving in a powerful story. Watch how your audience responds differently!
If you'd like to book a 1 hour Business Strategy Session with me, I've got a few spots open. We can audit your current content and I'll tell you why it's not converting. Then together we'll come up with a solid content marketing strategy that is going to get your audience running to pull out their wallets! Click HERE to book a Strategy Call with me!
I hope you had a Merry Christmas! And wishing you lots of love and light this New Year!
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