Why Talking Less About Your Product Can Help You Sell More
There’s a quote from Donald Miller, CEO of StoryBrand and author of a powerful TedX talk called “How to clarify your message so people will listen”, that gets right to the heart of effective communication:
“Talk 75% about your customers’ problems and 25% about your products and you’ll sell a lot more products.”
It’s a powerful reminder that successful marketing isn’t about leading with what you do. It’s about leading with what your audience needs.
People Don’t Buy Products. They Buy Solutions.
When someone visits your website, scrolls through your social media, or opens your brochure, they’re not thinking about you, your goals, or your lines of business. They’re wondering, “Can this help me?”
They’re looking for a guide who understands their situation, reflects their values, and can offer something meaningful. Your brand has the opportunity to shine not by spotlighting everything you do, but by showing empathy, clarity, and relevance.
What This Looks Like in Practice
At Doodling Pandas Creative, this philosophy is baked into our entire process. Whether we’re designing your logo, crafting your messaging, or building out a full website, we always begin with your audience.
When we create a visual identity, we consider more than just your preferences. We take the time to understand what your ideal customer will connect with.
When we write your homepage copy, we’re doing more than listing your services. We’re identifying what your audience is searching for and positioning your brand as the answer, all the way down to the keywords they might be searching for on Google.
When we develop marketing collateral, we’re thinking about how it can speak to your audience’s daily struggles and aspirations, not just your features or offerings.
Of course, your preferences and vision matter, too. Accurately reflecting your brand’s personality and message is imperative. But part of building an effective brand is recognizing that you're building something to entice others. Appealing to those you want to work with is fundamental to business building.
Why This Works
Centering your communication around your audience builds trust and connection. It shows that you get them. And when people feel seen and understood, they’re far more likely to take the next step, whether that’s exploring your services, booking a call, or making a purchase. Side note: I definitely recommend watching the whole talk to make sure you get those calls to action right as well.
Your Brand, Built for Them
Great branding is about speaking directly to the people you want to help with empathy, strategy, and intention.
If you're ready to craft a brand that resonates with your audience, we’re here to help. At Doodling Pandas, we build brands that feel right to the people who matter most: your customers.
Want to connect with your ideal audience more effectively?
Let’s build something they’ll remember—for all the right reasons. Let’s chat today.