How to Understand Your Audience Beyond Your Own Bias

Ever wondered why your marketing feels like shouting into the void? You're not alone. In this conversation, we dive deep into the entrepreneurial mind trap that keeps businesses stuck in their own heads instead of connecting with their customers. Our guest Charlie shares the brutal truth about why even seasoned marketers struggle to apply their own expertise to their businesses—and reveals the difference between content that gets likes and content that gets sales.

In this episode, Charlie, a social expert who recently transitioned from agency life to entrepreneurship, breaks down the psychological barriers that prevent business owners from truly understanding their audience. From the weighted blanket example that will change how you think about features versus benefits, to the controversial advice about studying your competitors' testimonials, this conversation is packed with actionable insights. We explore the critical distinction between engaging content and converting content, dive into the psychology behind customer decision-making, and uncover why your entrepreneurial origin story might be sabotaging your marketing message.

What to listen for: 

Get Out of Your Own Head: Stop assuming your customers buy for the same reasons you started your business—instead, survey existing customers and ask ideal prospects about their biggest challenges to understand what they actually value most.

Features Don't Sell, Transformations Do: Focus on articulating your customer's pain point so well that they think you understand their problem better than they do, rather than listing product specifications or features.

Engaging Content vs. Converting Content Serve Different Purposes: Use discovery content (tips and case studies) to build engagement and get found, but create converting content that focuses on the transformational journey from their current pain to their desired outcome.

Ready to transform your marketing from guesswork to strategy? Tune into this episode! 

Connect with Charlie Sargeant:  

LinkedIn: https://www.linkedin.com/in/charlotte-sargeant-%F0%9F%8E%A8%F0%9F%A4%93-abbb4143/