Scroll through a handful of local business pages, and a pattern emerges. Post after post is about the business itself, new stock, opening hours, "we're open this weekend!" All true, all fine, but rarely the kind of thing that stops a thumb mid-scroll.
Posts that encourage people to stop scrolling often start with a situation the audience immediately relates to. Whether it's a problem, frustration, or a "that's literally me right now", creates that sense of recognition first, which makes readers more interested in what comes next.
People aren't buying what you sell. They're buying relief from a problem.
This isn't a new idea, but it matters more online than it ever did face to face, because the internet strips away most of what used to build trust automatically.
In person, a friendly chat over the counter does a lot of quiet work. Online, a stranger has seconds to decide whether to trust a business or not.
So the question worth asking isn't "what do we do?" It's "what is a problem our target audience may be facing right now?" or “What experience, feeling or outcome are we creating for our customers?"
A plumber isn't selling a call-out. They're selling the relief of not lying awake worrying about that drip.
An accountant isn't selling bookkeeping. They're selling a business owner's ability to switch off on a Sunday.
A café isn't selling coffee. They're selling five quiet minutes before the day gets away on someone.
A simple technique worth borrowing
Before you write your next social media post, website update or advertisement, pause and think about the conversation your customer is already having.
What would they actually say to a friend about the problem they're trying to solve? Not polished marketing language, they want the real, honest version.
Instead of:
"Quality landscaping services available."
Think:
"Our garden's a mess, and we've got family coming to stay in three weeks."
When you understand the thoughts and challenges your customers are already experiencing, your marketing becomes much easier. Rather than simply promoting what you do, you can show how your business helps solve a real problem, and that's far more likely to capture attention and build trust.
This ties back to psychologist Abraham Maslow's theory that human decisions are driven by deeper needs, being safety, belonging, confidence, relief from worry rather than by product features. A post that speaks to one of those needs will consistently outperform a post that simply describes what's on the shelf or the service your business provides.
Why this matters for Raglan businesses
Every local business is competing for attention. There is an endless stream of content from national brands, influencers and businesses around the world.
Business strategist Michael Porter argued that lasting competitive advantage comes from differentiation, not competing on price. While products and services can often be copied, a genuine understanding of your customers and your community cannot.
When your marketing speaks to a real problem someone in Raglan is experiencing, it stops feeling like advertising and starts feeling relevant. That's what captures attention, builds trust and ultimately turns interest into customers.
