Having launched 400+ websites, I’ve learned one crucial thing: IT’S NOT ABOUT YOU! 😀 Your content needs to speak from your client’s perspective to truly reach them. The problem? Most of us are too close to our own businesses to see things with an outside perspective. It’s tempting to fill your space with every detail about yourself or your brand (especially when you love what you do!). But in reality, people want to know without a doubt that:

• • You understand their problem.
• • You can be trusted to solve it.

This applies to everything from your website to your email signature. To build influence your content should always be crafted around your audience’s needs, not just what you offer. Here’s how to focus on solving problems:

• • Headline: Speak to your audience’s pain points. Get straight to the point and don’t lose the impact of your problem-solving message by trying to be cute and clever.
• •  Supporting Text: Show you understand their challenges, then dive into how you can help.

Key Elements:

• • Problem-Solution Focus: Share real-life examples to show you understand what they’re going through and how your product or service is the solution.
• • Benefits, not Just Features: It’s not enough to explain what you do. Highlight how it actually helps them. Instead of “We provide social media management,” say “We help you grow your online audience and engagement.” Incorporate testimonials.
• • Call to Action (CTA): Always give them a clear next step, whether it’s scheduling a call, requesting a quote, or subscribing to a newsletter.

Your bio or about page isn’t just a space to list your accomplishments. It should highlight why you’re the perfect person to solve their problem. Here’s how:

• • Their Needs: Open with a statement that resonates with your audience. For example, “We understand the challenges of growing your business online, and we help brands craft impactful strategies.”
• • Relatable Storytelling: Share why you’re passionate about what you do. This makes you relatable and builds trust.
• • Clear CTA: End with an easy next step, whether it’s contacting you, learning more, or following you on social media.

Once you’ve nailed your message, carry it over to social media. Whether you’re posting tips, sharing updates, or promoting services, always focus on showing your audience you understand their challenges and that you have the solution.

• • Consistency: Keep your tone and message consistent across all platforms. This unified approach builds trust.
• • Engagement, not Just Broadcasting: Social media isn’t about talking at Use it to engage your audience, ask questions, and position yourself as a helpful resource.

Don’t underestimate your email signature! Think of your email signature as a mini billboard for your brand — small but impactful. A well-placed value statement or link can make a memorable impression and reinforce your influence in every email.

At the end of the day, influence isn’t just about what you say; it’s about your audience feeling understood. Whether through your website, social media, or even your email signature, when you focus your content on solving your client’s problems, you’re not just talking to them, you’re connecting with them. And when your messaging is on point, your influence works for you around the clock.

To begin crafting influential messaging across all platforms, try this simple formula as a starter tool for creating descriptive introductions to your business, products, and services. Use it to communicate exactly what you offer and the transformation you’ll provide. This formula will help you clarify your message, resonating with ideal clients and capturing both immediate and lasting benefits.

“My/Our [unique adjective] [product/service] so you can [short-term benefit], helping you [long-term benefit].”

Example: I craft strategic websites that work as hard as you do — building trust, attracting your ideal clients, and helping you grow your business with clarity and confidence.

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Creating content that connects doesn’t have to be overwhelming. By focusing on solving your audience’s problems, you’ll build trust, engagement, and lasting influence across your online presence. Refine your messaging today, and let a fresh perspective — whether from a friend or a professional — help you spot new and better ways to connect.