Most business owners don’t set out to make their messaging self-centered.

But if you’ve ever looked back at a landing page, social post, or email pitch and realized most of the language starts with what you do, offer, or believe—you’re not alone.

This self-focused marketing happens even to seasoned professionals.

In fact, a client recently asked me to audit her a beautifully designed landing page.

What I saw was clear structure, polished copy, and a compelling offer.

But every single sentence began with a focus on the company.

We believe…
We help…
We offer…

There was nothing technically wrong. But it was missing something essential: the reader, the customer, the prospect.

The entire page centered on the business, but not the audience.

So we paused and flipped the script by asking a few key questions:

1. What is the visitor feeling when they land on this page? 
2. What are they looking for? 
3. What pain are they hoping someone understands?

The result? We rewrote the page with the potential customer's needs in mind.

The offer stayed the same, but the message became less about how incredible the business was and what the company wanted to say—and more about what the customer needed to hear.

The result? The content on the landing page felt more human. More helpful. More connected.

It wasn’t louder. It was clearer.

Why Self-Focused Messaging Misses the Mark

You might be wondering: What’s the harm in a little "we" language if the offer is good?

Here’s the deeper issue:

Self-focused messaging centers your business, but not your prospect's reality.

In a world where trust is fragile, people tune out anything that feels like noise or egocentric.
Never:

• Assume the customer cares about your methods before you’ve earned their attention.

• Bypass authentic empathy to build connection by diving straight into an offer or pitch.

• Mimic connection (like others do) without actually offering it.

When people don’t see themselves in your message, they move on.

Not because you’re not good at what you do.

But because the message doesn’t reflect what they need.

That’s why your copy and content can’t just be clear.

It has to be grounded in humility and shaped by the needs of the people you’re here to serve.

Because in today’s marketplace, people don’t just want helpful. They want honest, sincerity, and authenticity. They want to feel seen, not sold to.

Audit Your Message—With Insight and Integrity

Before creating anything new—or you revisit work you've already shared—it's worth pausing.

Whether you're boldly or in stealth mode walking your faith out looking to make authentic connections, take a moment to ask:

• Is this message focused on what I want to express—or what my audience genuinely needs to hear?
• Does this reflect the values my business was built to represent and reflect?

Here are a few questions to help guide that reflection, personally, practically, and prayerfully:

1. Check your language.
   How often do you use "we," "our," or your company name? How often do you say "you"? Remember, less is more.

2. Shift from spotlight to service.
   Is your message showcasing your amazing process—or sincerely offering to solve their problems?

3. Read it with fresh eyes.
   Would a tired, overwhelmed, skeptical reader feel relief, clarity, or connection? Or bail because it's all about you or your business?

4. Discern alignment.
   Does your message reflect a heart that honors the person reading it? Or is it subtly trying to control or convert?

You can follow every best practice in the book, but if the message isn’t others-centered and Spirit-aligned, people will sense the insincerity and disconnect.

The Better Model to Follow

In a me-first marketplace, others-first marketing stands out.

Not because it’s trendy, but because it reflects something deeper.

Personally, Joyful Communications doesn't create or shape marketing around trends.

Marketing with Integrity seeks to emulate what is modeled in The Ultimate How-To Guide.

Looking at how Jesus communicated, it is easy to see wisdom and integrity.

He didn’t lead with titles or impressive bios. He didn’t overcomplicate His message.

He met people where they were by focusing on their problems and needs. He spoke with compassion and clarity. 

He didn’t just take an interest in others. He embodied it.

That’s the kind of communication marketing with integrity models.

Whether you see Jesus as Lord, Teacher, or an example of wholehearted integrity—you can learn a lot from how He spoke.

As Paul teaches:  "Don’t market to impress. Put others first—and mean it." (Philippians 2:3–4, Joy’s Paraphrase)

What Marketing with Integrity Looks Like in Practice

Once you’ve taken the steps above and invited Abba Father into you process, here are four practical shifts you'll want to apply:

1. Reframe Your Headlines

Make sure your headlines speak to the reader’s need—not your company’s mission.

Instead of: "We Help Leaders Grow" Try: "Ready to Lead with Clarity in a Noisy World?" 

See the subtle shift from we to you?

2. Lead With Laser-Focused Empathy

Begin your copy by describing the reader’s challenge, not your credentials. Show them you understand before you try to explain what you do.

Instead of opening an email with, “We’ve launched a new program to help,” try: “If you’ve been feeling overwhelmed trying to connect with your audience, you’re not alone.”

That shift from showcasing to sincerely serving? That’s where connection begins.

3. Use "You" More Than "We"

This small edit has a big impact. It shifts the tone from performance to presence.

Compare: "We design tools to help marketers grow." with "You deserve tools that support how you work best."

Do you see the difference?

4. Filter Through Sincerity

Don’t fake empathy. Don’t use pain as a hook unless you’re prepared to serve as part of the solution.

Instead of: "Burnout is real. That’s why our tool helps you manage more in less time."

Try: "If you’re stretched thin and constantly navigating burnout, you’re not alone. Let’s walk through options that actually support your capacity."

Audiences are wise to manipulation. But they are drawn to sincerity.

Is It Time to Rethink Your Focus?

If your message feels disconnected, it may not be a strategy problem. It may be a focus problem.

And the good news? You don’t need a total overhaul—just a shift in focus from self to service.

Because when your message flows from genuine care—centered on the people you're called to serve—everything begins to align.

Not louder.
Not flashier.
Just clearer.
More trustworthy.
More human.

That’s what marketing with integrity that makes long-term customer connections looks like.