Medhat Yassin: Your Customers Don't Care About You! Here's How to Really Connect

Medhat Yassin, a business development and institutional transformation consultant, recently shared a friendly warning. He pointed out that many businesses and individuals fall into the trap of self-focused marketing, forgetting what truly matters to the customer. He stressed that the biggest mistake in sales and marketing is talking too much about your company and its achievements, instead of focusing on what your customers need and hope for. He explained in a Facebook post that at its core, every customer asks one unchanging question: "What's in it for me?" He noted that any marketing message that doesn't clearly and directly answer this question is bound to fail, no matter how well-produced or how large the budget. Medhat Yassin emphasized that customers aren't interested in your company's history. What they truly care about is how you can solve their problems, save them time, boost their sales, cut their losses, or simply make their lives better. The business development and institutional transformation consultant added that the more customers see themselves reflected in your message, the more they'll listen and quickly trust you. He affirmed that real marketing isn't about talking positively about yourself; it's about making the customer feel like you're talking directly to them. Medhat Yassin then shared 5 practical steps to put this principle into action: 1. Write your marketing messages from the customer's point of view. 2. Use the pronoun "you" more often than "we." 3. Focus on the results your customers will get, not just the features. 4. Address your customers' problems clearly and simply. 5. Make sure customers can see themselves in every detail of your product or service.