Stop training your audience to ignore you with content that only asks for the sale.
After working with 75+ local businesses across Bryan, Effingham, and Pooler, Georgia, I’ve noticed a pattern that’s costing business owners real money.
Most businesses put out content like social media posts and advertisements that are all about them and not about what the customer wants and needs.
Here’s what I mean: Every post is “Call us today!” or “Special offer this week!” or “Buy now!” But here’s the reality – your customers aren’t on social media or checking their email to be sold to. They’re looking for answers, solutions, and businesses they can trust.
The Sales-Heavy Content Problem
When 80% of your content is asking for the sale, you’re training your audience to ignore you. Would you follow a business that only talks about why you should buy from them?
Your customers have real problems they need solved. They’re searching for answers online, asking questions in Facebook groups, and looking for businesses that actually understand their challenges.
The businesses that are winning right now – the ones I see thriving in our local market – aren’t the ones constantly pushing for the sale. They’re the ones building trust first.
What Your Customers Actually Want
Your audience isn’t scrolling through social media hoping to see another “limited time offer.”
They want:
- Answers to the questions that keep them up at night
- Solutions to problems they’re facing right now
- Proof that you understand their challenges
- Reasons to trust you before they need your services
The most effective marketing I see happens when business owners get obsessed with customer problems, not marketing tactics.
The Omni-Channel Solution That Actually Works
Successful South Georgia businesses don’t just post on Instagram and hope for the best.
They create helpful content that serves their customers across multiple channels:
- Educational content that answers the questions customers ask most
- Problem-solving resources that help before they buy
- Trust-building content that shows expertise without the hard sell
- Strategic distribution across email, social media, website, and print
The magic happens when your helpful blog post becomes an email series, social media content, and even material for your print advertising – all working together to build trust and drive business.
You don’t need another campaign. You need to get closer to your customers.
What This Actually Looks Like
Instead of posting “Call us for a free estimate,” share “5 Warning Signs Your HVAC System Needs Attention Before Summer Hits.”
Instead of “Best prices in town,” try “What to Ask Before Hiring Any Contractor (Free Checklist).”
Instead of “Limited time offer,” create “The Complete Guide to [Your Service] for South Georgia Homeowners.”
The businesses I work with that make this shift see real results: higher engagement, more qualified leads, and customers who already trust them before they even call.
Your Content Challenge
- Take 15 minutes this week to audit your last 10 pieces of content across all your marketing channels.
- Count how many are sales-focused versus how many actually help your customers solve problems.
The results might surprise you – and they’ll definitely show you where your biggest opportunities are.
Stop looking for shortcuts. Start helping first. The sales will follow when your customers see you as the trusted expert who understands their world.
Have questions about transforming your content strategy? Reach out to jan@jdelsurmarketing.com or contact us and let’s talk about how to build trust that drives real business growth.