The Singular Reason Most Writers Fail

Nobody cares about you. 

Not your audience, not your customers, not even your loyal blog readers. Brutal, right? But it’s true. When people are consuming content, they’re not there to learn about your backstory, your achievements, or your latest business milestone, they’re there because they want to know what’s in it for them.

And yet, so many writers fall into the same trap. They talk endlessly about themselves, their product, their services, their brand. It’s like going on a first date and spending the whole time bragging about your job, your car, and your impressive collection of Star Wars memorabilia. Cool story, but did you even ask how the other person is doing?

If you’re writing content and it’s falling flat, this might be why. Your audience doesn’t want to hear about you. They want to hear about themselves. Let’s dive into why writers fail when they make it all about them—and how you can avoid making the same mistake.

1. Your Audience Is Selfish (And That’s Okay)

Here’s a reality check: your audience is selfish. They’re not reading your content because they’re interested in your personal journey or your brand’s mission. They’re reading it because they want something. Maybe it’s knowledge, maybe it’s entertainment, maybe it’s inspiration. But at the end of the day, they’re in it for themselves.

And that’s not a bad thing. In fact, it’s an opportunity. If you can shift the focus of your content from you to them, you’ll build trust, loyalty, and engagement. The more your audience feels like your content is directly helping or speaking to them, the more likely they are to keep coming back for more.

2. Tell Them What’s in It for Them

If your content is one big bragfest about how amazing your brand is, guess what? Your audience is tuning out. They’re skimming past the fluff, rolling their eyes, and clicking away before they even reach the end of your post.

Instead of focusing on yourself, focus on the reader. What problem are they facing? How can you help them solve it? What insights can you offer that will make their life easier, better, or more interesting? The most successful writers know how to take the spotlight off themselves and shine it on their audience.

Ask yourself: what does my audience need, and how can I give it to them in a way that feels personal and valuable? The moment you make it about them, you’ve got their attention.

3. Shift from “We” to “You”

Take a look at your latest blog post, email, or social media caption. How many times did you use the word “we” or “I”? Now count how many times you used the word “you.” If the “we’s” and “I’s” are winning, it’s time to make a change.

The simplest way to shift the focus to your audience is to use you language. Instead of saying, “We offer the best solutions for businesses,” try saying, “You deserve a solution that works for your business.” See the difference? It’s subtle, but it’s powerful. When you make your audience feel like you’re speaking directly to them, they’re more likely to engage with your content.

4. Stop Selling, Start Solving

Nobody likes to feel like they’re being sold to. If every piece of content you write feels like a sales pitch, your audience is going to get turned off. Instead of talking about how great your product or service is, focus on solving your audience’s problems.

What are their pain points? What are they struggling with? Your content should offer actionable advice, tips, and solutions that make your readers’ lives easier. By positioning yourself as a helpful resource rather than a pushy salesperson, you’ll build trust—and trust leads to sales down the road.

For example, if you’re selling a productivity tool, don’t just list its features. Write a blog post about how to manage time better, and subtly mention how your tool can help. It’s all about being helpful, not salesy.

5. Create Value Before Asking for Anything

Here’s another big mistake writers make: they ask for something before they’ve given anything of value. Whether it’s signing up for a newsletter, downloading an eBook, or buying a product, you have to earn the right to ask for something from your audience.

Before you make any kind of ask, focus on creating value. Offer something that your audience genuinely needs or wants. Whether it’s a free guide, an insightful article, or just some good old-fashioned entertainment, make sure you’re giving before you take. Once you’ve built that trust, your audience will be more than willing to engage with you further.

6. It’s Not About Being Humble, It’s About Being Relevant

Here’s the thing: you can still talk about yourself and your brand—you just need to make sure it’s relevant to your audience. If you’ve got an interesting story or a unique perspective that adds value to their lives, by all means, share it. But if it’s just about promoting yourself, your audience will lose interest fast.

Whenever you talk about your brand or personal experiences, frame it in a way that connects to your audience’s needs. For example, instead of saying, “We grew our business by 300% last year,” try saying, “Here’s how we grew our business by 300%—and how you can too.” Suddenly, it’s not just a brag, it’s a lesson that your audience can apply to their own lives.

Writing content that connects with your audience isn’t easy, especially when you’re trying to balance promoting your brand with delivering real value. We can help you create content that speaks directly to their audience’s needs, without making it all about you.

Looking to shift the focus on your content? We’re here to help. Reach out to us at contact@deeplevel.biz, and let’s create content that actually sticks out.