In today’s saturated market, standing out requires more than just knowing your audience; it necessitates genuinely understanding how they see themselves. Too often, I see business owners, executives, and solopreneurs needing to improve when it comes to speaking to their audience or their messaging. Despite their best efforts, their words fall flat—ads don’t convert, launches attract the wrong crowd, and networking conversations fizzle without making a lasting impression.

The culprit? Messaging that speaks from the business owner’s perspective rather than reflecting how their ideal clients view themselves.

This subtle but critical misalignment can be the difference between attracting an engaged, loyal following and losing potential clients before they even take a moment to listen. The consequences of not aligning your messaging with your audience’s self-perception are clear: ads don’t convert, launches attract the wrong crowd, and networking conversations fizzle without making a lasting impression. This misalignment can lead to wasted resources, missed opportunities, and a disconnect between your business and your ideal clients. It’s time to shift our focus and reframe our communication strategies to better align with our audience’s internal dialogue.

The Pitfall of Speaking About Your Ideal Client

It’s a common scenario: You’ve spent hours crafting the perfect description of your ideal client. You know their age, income level, job title, hobbies, and even their favorite Netflix series. You feel confident that you have nailed your client avatar. Yet the response is lukewarm when it comes to launching your ad campaign or pitching your services. Why? Because while you know about your ideal client, you may not be speaking to them in a way that resonates with how they see themselves.

Consider this: If your messaging is rooted in your perception of your ideal client, you may need to catch up on the mark entirely. You might describe them as “busy professionals looking to optimize their time,” but they might describe themselves as “overwhelmed and looking for balance.” It’s a subtle difference that can significantly impact how your message is received.

I recently encountered a real-life example of a client who said her advertising was not reaching her prospects. When we looked at the ad, it asked, “Are you a high achiever…” The client focuses on the tech space, so I simply asked what your clients call themselves. She immediately answered with Program Managers or Engineers. She is tweaking her advertising, and we are waiting to see if it is that simple. My guess is, it will improve the response rate!

When your messaging doesn’t align with your audience’s self-perception, they won’t see themselves in your offering. Instead, they scroll past, feeling like your content doesn’t apply to them—even if they are, in fact, your ideal client.

The Shift: From Your Perspective to Theirs

To create messaging that resonates, you must undergo a significant shift in perspective. Rather than crafting a message based on how you perceive your clients, focus on how they perceive themselves. This shift in perspective is crucial for creating messaging that truly resonates with your audience.

How do they talk about their problems and aspirations? What words do they use to describe their struggles and dreams? This process involves more than market research; it requires active listening and empathetic engagement. These are not just skills but powerful tools that can transform your communication strategies.

Practical Steps to Align Your Messaging

Here’s a process to help you align your messaging with the internal dialogue of your ideal clients:

1. Listen Intentionally: Closely to your current clients’ language during conversations. In meetings, feedback sessions, or casual interactions, note the specific words and phrases they use. Are they describing their challenges as “overwhelming” or “time-consuming”? Are they talking about “more balance” or “better efficiency”? Their words are a goldmine of insights.
2. Engage in Market Research Conversations: Instead of guessing what your clients might want, ask them directly. Engage in conversations that allow you to understand their pain points, goals, and the exact terminology they use. This can be done through surveys, client feedback sessions, or casual check-ins. The key is to focus on listening rather than selling during these interactions.
3. Analyze Testimonials and Reviews: Consider testimonials, reviews, or any client feedback you have received. Look for patterns in the language. What problems are they frequently mentioning? How are they describing their experience working with you or your product? Use their words verbatim in your messaging to mirror their language.

Frequently, my clients have internal messaging groups, whether WhatsApp groups, Facebook groups, or Slack groups. To avoid larger pitfalls, it can be as easy as running your ad or content by them first.

By adapting your messaging to reflect how your clients describe their issues and aspirations, you’re not just speaking to them; you’re speaking their language. For instance, if your clients often use the term ‘struggling’ to describe their challenges, incorporate this word into your messaging to mirror their language. And that’s where the connection happens.

The Power of Self-Identification in Messaging

When people recognize themselves in your messaging, something powerful happens: they feel seen, understood, and validated. This is the power of self-identification in messaging. It’s particularly crucial in the professional services industry, where trust and relationship-building are essential.

If you’re a solopreneur or executive looking to network effectively or garner leads, your ability to craft messaging that speaks to your ideal clients’ self-identified needs is a game-changer. It turns passive listeners into active participants, transforming curiosity into engagement and excitement about the potential of your improved communication strategies.

Think about it: When your messaging speaks directly to someone’s lived experience, they’re more likely to pay attention. They’re more likely to stop scrolling, click through, and take the next step. Why? Because your words are not just describing a problem—they’re telling their problem in their words.

This is especially true on digital platforms. How many landing pages do you encounter that you hop from because you were not called out that this is “for you,” and then it prompts you to read on?

The Impact on Personal Branding

This concept extends beyond marketing copy and ads; it’s foundational for personal branding, especially for career-focused executives and business owners. Whether you’re trying to position yourself as a thought leader in your industry or connect with potential clients at a networking event, the principle remains the same: Your messaging must reflect your audience’s perspective, not just your own.

Personal branding is about building a narrative that resonates with your target audience. This involves sharing insights, thought leadership, and personal stories for many executives and business owners. However, your message may not hit the mark if your stories and insights are framed solely from your perspective without considering how they align with your audience’s self-view.

Example: The Networking Scenario

Imagine you’re at a networking event. You introduce yourself as someone who “helps businesses optimize their marketing strategies.” It’s a straightforward description, but it might only grab the attention of some in the room.

Now, consider a different approach: You say, “I help overwhelmed business owners who feel stuck in their marketing efforts turn their strategies around to attract the right clients.”

Notice the difference? The second statement speaks directly to how many business owners might describe their situation—feeling overwhelmed and stuck. It captures their pain point in their language, making it more likely to resonate and spark interest.

Or

You introduce yourself as a “business coach who helps companies improve their performance.” It’s a simple description but doesn’t leave a strong impression.

Or you could improve your message slightly: “I work with ambitious business owners who feel like they’re constantly putting out fires and help them create clear strategies nd systems so they can focus on growth instead of daily chaos.”

See the difference? The second statement addresses a common frustration among business owners—being stuck in reactive mode. It connects with their experience and offers a solution, making it more engaging and memorable.

Building Lasting Connections

Effective communication is about making your audience feel understood online or in person. People seek messages that resonate more deeply in a world of scarce attention. They want to feel seen and heard. When you align your messaging with how your audience sees themselves, you bridge the gap between intention and impact.

Let’s take this concept into a tangible strategy:

Crafting Messaging That Resonates: A Simple Framework

To create messaging that aligns with your audience’s self-view, follow this simple framework:

• Identify your ideal client’s primary pain points and goals. What are the challenges they face daily? What outcomes are they striving for?
• Listen to how they describe these issues. What words and phrases do they commonly use? Are there specific terms or expressions that stand out?
• Incorporate their language into your messaging. Use their exact phrasing in your copy, presentations, and pitches.
• Test and Refine based on feedback. Pay attention to how your audience responds to your messaging. Are you seeing more engagement? Are people commenting on how much your message resonates with them? Use this feedback to refine your approach continually.

Bringing It All Together

When you master the art of speaking your audience’s language, your messaging becomes more than just words on a page—it becomes a powerful tool for connection. Whether you’re a solopreneur launching a new service, an executive building your brand, or a business owner looking to attract the right clients, aligning your messaging with your audience’s self-perception is crucial to achieving your goals.

The bottom line? Effective communication is not about broadcasting your message; it’s about making your audience feel understood. It’s about meeting them where they are, using their language, and reflecting their needs, desires, and aspirations in your messaging.

In a noisy, crowded market, this is how you stand out. This is how you build trust, foster engagement, and create lasting connections that drive success.

Closing Thoughts

If crafting messaging that resonates with your ideal clients is challenging, take a step back and reassess your approach. Are you speaking to your audience or merely talking about them?

Consider working with a coach who can help refine your messaging, hone in on your target audience’s language, and build a communication strategy that aligns with your business goals. Remember, the most effective messages are not those that boast about your services but those that make your audience feel seen, heard and understood. And when you get that right, everything else falls into place.