Hey there, my friend, welcome to episode 338 of the Small Business Made Simple Podcast.

Thanks for leading me your ears right now – I know you have lots of other things you could be doing or listening to – so I appreciate you.

Today, I am asking the question – do you have an expertise problem? Are you, as the expert, the problem in your own marketing? Let me explain – shortly, but first.

Did you get a chance to listen in to episode 337? Episode 337 is where I shared all about Botcasts – not a podcast but at Botcast – a podcast created 100% with a bot.  It certainly created some great conversations in my community! And not all good, I might add! If you haven’t listened, please do. You can listen where you are now or go to my link: www.socialmediaandmarketing.com.au/337

I have an update on my Social Media and Marketing Conference. You’re the first to know! Mark out Friday 29^th August in your diaries to come to Melbourne for the Social Media and Marketing Australia conference. I have three speakers already booked in! I am getting a little ahead of myself though – tickets aren’t on sale. They are a few weeks away whilst I work through tech and budgets, but you can (a) mark out the date in your diary and (b) put your name on the waitlist – the non-commitment wait list! Click here to join: https://bit.ly/SMMCMelb25

Let’s get excited! Friday 29^th August – lock it in!

Okay, onto today’s episode.

Do you have an expertise problem with your marketing?

Maybe you know your target audience – tick.

Maybe you know where they hang out – where to marketing to them – tick

Maybe you even know what YOU want to be famous for – tick

But your marketing still isn’t generating the leads, income and sales that you need, want, aspire to.

If this sounds like you, then let’s take a step back – maybe you have a messaging problem – the message just isn’t landing with your ideal client

OR maybe you have an expertise problem.

An expertise problem meaning that you are talking in your “expert” voice, sharing your expertise and not thinking about what is keeping your clients or customers up at 3 am in the morning!

It might sound stupid when a marketer or copywriter asks you “what keeps your clients up at night?” but it’s not.  And if you don’t know the answer to that, then it’s time to get to know your client or customer better.

Let me know explain more via examples:

An e-commerce expert (or business owner because they are experts after all), has current copy like this on their website:

“Handcrafted, sustainable homewares to elevate your everyday.”

The Problem:
No one wakes up thinking “I wish my everyday was elevated.” They’re probably thinking “Why does my living room still look like a student flat?” or “How do I make my home feel less chaotic and more like a sanctuary?”

The Fix:
“Your home doesn’t have to look like a mess to feel lived-in. Here’s how to create a calm, beautiful space – no reno required.”

The Shift:
You’re not selling homewares. You’re solving the emotional chaos of a cluttered space with simple, beautiful, achievable style upgrades.

OR

Let’s say you have a skin care brand that’s stuck on highlighting benefits – because you know the benefits, because you’re the expert – right?

Current Copy:
“Clinically proven formulas that hydrate, restore and brighten skin.”

The Problem:
People aren’t hunting for “clinically proven formulas” – they’re crying in the mirror about breakouts or dull, tired skin before work.

The Fix:
“Tired of looking tired? Here’s what’s really going on with your skin (and how to fix it with one product in five minutes a day).”

The Shift:
Talk less about features, more about what they’re worried about right now. Show empathy, not science – then give them the science.

That’s what’s keeping them up at 3 am – not the fact that their skin care isn’t a proven formula! Important yes – worth crying over – no.

Another example – a website designer who’s not getting booked

Current Copy:
“Helping small businesses create beautiful websites that convert.”

The Problem:
No one’s searching for a pretty site. They’re pulling their hair out because their current site doesn’t get leads or looks like it’s from 2004.

The Fix:
“Sick of getting ghosted online? Your website could be scaring customers off – here’s how to fix it without starting from scratch.”

The Shift:
Talk about the pain: lost leads, clunky UX, old branding. Offer hope, not HTML.

Want another example? Can you see how being an expert in your business, might just be getting in the way of your sales or marketing messaging?

Let’s do a Life Coach next.

Current Copy:
“Helping women step into their power and live with purpose.”

The Problem:
It’s vague, aspirational and not attached to a problem. Many of your ideal clients feel stuck, anxious, or like they’re running on empty.

The Fix:
“Feel like you’re doing everything for everyone else – and losing yourself in the process? Here’s how to get back in control.”

The Shift:
Name the stuckness. Speak into their story. Empowerment is the result, not the hook.

Last one – I promise.

A Virtual Assistant who can’t get high value clients.

Current Copy:
“Offering admin support and social media management for busy entrepreneurs.”

The Problem:
“Admin support” is code for “just another cost” in many minds. What they’re really stressed about is not having time to grow their business.

The Fix:
“Still doing everything yourself? You’re not scaling – you’re surviving. Here’s how to buy back your time without hiring full-time staff.”

The Shift:
You’re not a VA. You’re a time-giver, a stress reliever, a growth enabler. Sell the freedom, not the task list.

Making sure you don’t have an expertise problem with your copy and that’s your copy is customer centric, is something that involves all your copy – website, social media, PR, blogs and so on.

So, how do you fix your copy? If it’s not customer centric and you are caught up in your own expertise, how do you fix it?

The Customer-Centric Copy Formula:

Step 1: Identify what the customer is really struggling with

(Not what you sell, but what problem they’re experiencing that your offer solves)

Instead of saying: “We offer team productivity solutions”
Say: “Your team’s wasting hours each week. Here’s how to fix that without micromanaging.”

Ask:

• What are they Googling at 2am?
• What’s making them feel stuck, stressed, or scared right now?
• What’s the real-world impact of not solving this?

Step 2: Name the hidden or misunderstood belief that’s holding them back

(Challenge or reframe their current assumptions)

Instead of: “Join our wellness retreat to recharge”
Try: “Think you can’t afford to take time off? Burnout is costing you more than 3 days away ever could.”

Ask:

• What excuse do they give for not buying yet?
• What limiting belief is blocking the decision?
• What do they need permission or reassurance around?

Step 3: Position your offer as the safe, simple, or smart solution

(Ease their resistance, show a clear path forward)

Instead of: “I help businesses scale faster”
Say: “Struggling with cash flow at 2 million? Here’s how to break through without burning your team out.”

Ask:

• How can you reduce friction in your copy?
• What outcome can you guarantee or make tangible?
• What’s the first tiny step they can take with you?

Step 4: Speak in their words, not yours

(No jargon. No buzzwords. Just real, messy, human language.)

Instead of: “Unlock leadership potential and drive high performance”
Try: “Why your top employees are quiet quitting – and how to stop it before it costs you your best people.”

Ask:

• Would your customer actually say this out loud?
• Can you picture it showing up in a Slack message, text, or group chat?
• Are you solving a business problem or a human problem?

Bonus: Use the “So what?” test on every line of copy

If your copy says: “We use AI to streamline your marketing operations,”
Ask: So what? → “So you can finally stop burning money on ads that don’t work.”
Keep asking “So what?” until you hit an emotional nerve.

The Cheat Sheet Formula:

“You know how [pain point]? What if [reframe belief]? Here’s how [your offer] solves it – without [common objection].”

Example (for a web designer):

“You know how your website looks great but never gets leads? What if the problem isn’t your traffic, it’s your messaging? I help service-based businesses turn passive browsers into paying clients – without rebuilding the whole thing from scratch.”

Another, super easy way to tell if your copy in marketing, whether that be social media, website copy, emails etc, is customer centric or not – is to count the times the word “I” or “We” is used because saying “I” or “We” is NOT using customer centric language. 

Solution – if you have too many “I”s and “we”s in your copy – copy and paste it into ChatGPT and ask it to make it more customer centric. Of course, explaining who your customer is and a solid AI tip, always ask for your answer using UK English spelling so you get rid of the “z”s and add in the “u”s!

Need to read this rather than listen again? Head to the show notes at www.socialmediaandmarketing.com.au/338

Remember if you’re not a member of the Like Minded Business Owners Facebook group – come join in the community there. The link is in the show notes but also just go to Facebook and search Like Minded Business Owners. https://www.facebook.com/groups/LikeMindedBusinessOwners

That’s all today. As usual, I’ll be back next Thursday with some more marketing know-how in episode 339. 

If you’re enjoying this podcast, don’t forget to subscribe so you never miss an episode and share this with a friend.  And maybe leave me a rating and a review wherever you listen in.  Those things are like gold for podcasters like me!  PS – you can leave more than one rating and review – just saying!

If we aren’t hanging out on social media then let’s get social on social – you’ll find me on Instagram, Facebook, and my fav LinkedIn.

But whatever you do,

…….. remember small business peep, as my opening song says, there’s no point in dreaming small!