Turning the Spotlight: Why a Customer Focus Should Lead Your Brand

When was the last time you interacted with someone who wouldn't stop talking about themselves? During the conversation, you probably found yourself desperately searching for the nearest exit.??

Now, picture a brand behaving the same way—focused on promoting its own products and services, without considering what the customer needs.

Though well-intentioned, many startups and small businesses prioritize information sharing over building genuine connections with their audience. A brand that listens, empathizes, and focuses on solving problems earns trust—just like a meaningful conversation.

Consider someone you've spoken to who:

• Asked thoughtful questions
• Listened attentively to your responses
• Concentrated on helping you solve problems
• Built rapport before proposing solutions

Would you trust this person more than a self-centered individual?

Absolutely! These qualities reflect someone with authenticity and a genuine desire to help.?

People are wired for connection. Whether you're speaking to a customer online or a friend in person, it's natural to gravitate toward feeling understood.?

Take a moment and consider how this customer first approach relates to your brand's communications through these examples below:

Influence and Persuasion

To understand why this customer-centered approach works, we can look at the psychology of persuasion.

You’re likely familiar with ethos, logos, and pathos—Greek rhetorical principles used to create persuasive arguments. If you're not familiar with them, don’t worry—I’ve outlined more details below:

• Ethos comes from the Greek word meaning "to build character." It's the principle of establishing credibility, building rapport, and showcasing credentials to create trust and justify belief.

• Logos is derived from a Greek word which emphasizes logical appeal. It relies on data and reason to support arguments and persuade through facts.
• Pathos comes from the Greek word for "suffering" or "experience." It appeals to the audience's emotions, often through storytelling that evokes empathy and a deep emotional connection.

While ethos (credibility) and logos (logic) are important, pathos—the appeal to emotions—is often the most powerful.

In fact, research by Harvard Business School professor Gerald Zaltman reveals that 95% of decisions are driven by the subconscious mind. This means that many purchases are influenced by emotions, biases, and mental shortcuts. If we tap into these subconscious drivers, we can create connections that resonate with customers on a deeper level, addressing not just their logical needs but their emotional desires.

See a few examples below on how this may play out within a website headline.

Do you notice how the organization-focused headlines sound like someone talking incessantly about themselves? While informative, they fail to benefit YOU.

Conversely, the customer-focused headlines prioritize addressing the audience's concerns. They create connection, offer hope for solutions, and directly tackle customer problems.

Implementing these subtle changes in communication can yield significant impact.

What This Means For You

So, how does this apply to your communications strategy? Here are three actionable methods you can implement to put your customers first:

1. Shift Focus to Benefits, Not Features: Instead of simply describing your product or service, communicate how it improves your customer’s life. For example, if you sell a high-quality automated vacuum cleaner, don’t just say, "Our vacuum has a 300-watt motor and a HEPA filter." Instead, shift the narrative to how it helps the customer save time cleaning to be with their family more.
2. Craft Messaging with Empathy: Start by asking yourself: What is my customer’s biggest challenge or pain point? Your messaging should speak directly to that. Use language that shows you understand their needs, frustrations, and aspirations. For instance, "We know how overwhelming it is to juggle work and family life. That’s why our meal prep service helps …XYZ …so you can focus on what really matters." This approach demonstrates empathy and shows that you are on the same side as the customer, making your communication feel more authentic and relatable.
3. Tell Stories That Connect Emotionally: Use storytelling to make your brand more human. Rather than presenting a sterile list of statistics or features, share stories of how your product or service has helped others. People are naturally drawn to stories that evoke emotion. For example, a fitness brand might share a success story of a customer who used their program to regain confidence after a health scare. This not only makes your brand feel more real and accessible, but it also appeals to customers’ emotions, which ultimately drives decision-making.

To sum it up, by placing your customer first, you forge stronger connections and engage your audience more effectively. When the focus shifts to them, everyone wins.