Let’s get real for a sec.
If you’ve ever sat down to write an Instagram caption, film a Reel, or plan out your email marketing and thought:
“I don’t even know what to say to make people care…”
Girl, you are not alone. We’ve all been there—blank screen, blinking cursor, brain fried.
Here’s the truth bomb that changed everything for me (and my clients):
When planning content, think of your customer’s problem first. Speak directly to their pain point before you sell your solution.
Read that again. Let it sink in.
Don’t Lead With the Product—Lead With the Problem.
We’re heart-led business owners. A lot of us pet business owners and, we care. We know our products and services can help people and pets. So naturally, we want to tell them all about what we offer. But here’s the thing—
Your dream client isn’t scrolling through their phone thinking, “Wow, I’d love to book a 1:1 private dog training session today!”
They’re thinking:
- “Why is my dog barking non-stop at everything that moves?”
- “I’m embarrassed to take my dog for a walk.”
- “He used to be so good, and now it’s like he doesn’t listen at all.”
- “I love this dog, but I’m starting to feel like I can’t handle him.”
THAT’S where your content should begin—right in the middle of their mess.
Here’s What That Looks Like:
Instead of:
“I offer basic obedience and private training packages!”
Try:
“Feeling like walks with your dog have turned into daily chaos? You’re not alone—and you don’t have to figure it out by yourself.”
Or instead of:
“Book your spot in my reactivity training program!”
Try:
“If your dog lunges, barks, or loses it on leash, I see you. Reactivity is tough—but there’s hope, and real solutions that work.”
See the difference?
We’re not just telling them what we do—we’re speaking into their current reality – meeting them in their mess – that’s when people stop scrolling and start listening.
Bonus Tip: Jesus Did This, Too.
Jesus didn’t walk around yelling, “I’m the solution!” (Even though He totally is.)
He saw the hurt first. He met people in their pain. He spoke to their need, then offered healing, hope, and truth.
Your content should do the same.
🧡 Speak to their heart. Then introduce your help.
That’s marketing with empathy. That’s marketing with Jesus at the center.
Try This:
Next time you sit down to write content, ask:
- What’s my dream client struggling with today?
- What are they googling at 2am?
- What would I say to them if we were having coffee and they were just venting?
Start there.
Then offer your solution with love, clarity, and zero pressure.
You’ve got something this world needs, friend.
So speak boldly, serve humbly, and market like the kingdom depends on it.
With you in the mess,
Courtney