Marketing Messaging: Make It About Them First

On Growth Notes, Frazier explains that consumers “don’t care about you yet” and are focused on their own goals, fears, timelines, affordability, and family outcomes rather than a professional’s credentials, experience, or track record. He argues that while stories and self-focused content are common, they often fail to solve the audience’s problem because people are thinking about what the decision means for them—especially in housing and lending. Instead of asking how to get prospects to care about you, he urges marketers to show they care about what the customer cares about by leading with the buyer’s experience, expectations, results, and what approval or the right loan officer changes for them. This approach lowers defenses, builds trust, and earns attention, loyalty, referrals, and relationships over time.

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