Most of us don’t love feeling like we’re being “sold to,” and chances are your customers don’t either. 

But if you’re running a business, you still need to let people know what you offer and why it matters.

The key is to connect with them in a way that feels real and helpful, not pushy.

Here are a few simple but effective ways to do just that:

Talk About the Problem First

Rather than diving straight into what you do, start by showing you understand what people are struggling with. 

What’s annoying them, costing them time, or stopping them from getting ahead? 

Once you’ve shown you get it, you can explain how your product or service fits in as a genuine solution. 

People are more likely to trust you if they feel you’re on their side, not just chasing a sale. 

And if you’ve helped others in a similar situation, share that too. Real stories go a long way.

Let Your Customers Do the Talking

People trust other people far more than they trust brands. 

So if you’ve got happy customers, let their words and experiences take centre stage. 

Online reviews, testimonials, or even a quick quote can build more credibility than a slick sales line ever could. 

Social proof isn’t about bragging, it’s about helping others feel confident they’re making a good decision.

Make It Personal

Nobody wants to feel like just another number. 

Tailor your messages when you can. Whether you’re running a campaign, sending an email, or posting on socials. 

Think about who you’re speaking to and what matters to them. When your content speaks to their situation, people are more likely to stop, read, and connect.

Share What You Know

You don’t need to save all your best knowledge for paying customers. 

If you’ve got tips, insights, or ways of working that could genuinely help someone, share them. 

People will appreciate the openness, and it shows you know your stuff. Over time, this kind of honest, helpful content builds trust and trust leads to sales.

Stick in People’s Minds

Sometimes the simplest ideas are the ones people remember. 

Try to get clear on what makes you different and explain it in a way that’s easy to understand. 

Avoid overthinking it. Just say what you do, who it’s for, and how it helps. If you can say it in a way that sticks, even better.

Shift the Focus

If your content is all about “we do this” and “we’re great at that,” it might be time for a shift. 

Put the focus back on your customers – their needs, goals, and experiences. 

It’s not about you; it’s about how you can make life easier or better for them. This shift in focus often makes people feel like you actually care, not just trying to make a quick sale.

Start with Value

Before you ask for anything (whether it’s time, money, or attention) think about what you can give. 

Share helpful info, answer a common question, or offer a free resource. 

It shows you’re here to help, not just to sell. If people get value from you early on, they’re more likely to stick around and want more.