You’re on the phone with customer service.
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You explain the problem.

They read you a canned script.

You explain it again.

They start robotically repeating phrases like "according to our system," "or "I understand your frustration, but..."

At some point, you’re not even mad anymore—you’re just exhausted. You’re talking to a human, but they are acting like anything but.

There’s a special kind of defeat in that moment.

That’s exactly how your audience feels when a pitch is all “we,” and no “you.”
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They're built around you, not the person you're talking to.

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Let’s fix that.

1. Start with Their Goal, Not Yours

‍“We want to walk you through our platform.”

Cool. But no one came for a tour.

They came hoping you could help them win.

If your pitch doesn’t start with what they already want, you’re already losing them.

2. Frame Every Point Around Their Payoff
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“We use AI to power our dashboards.”

But what does that do for me?

Every slide should answer this:

How does this help your audience win?

If it doesn’t? Cut it or rewrite it.

3. Speak in “You” Language, Not “We” Language

Want a dead-simple test to see if your pitch is about you or your audience?

Run the highlighter test.

- Highlight every sentence that starts with “we” or includes “our.”

- Now highlight every “you” or “your.”

If "we" wins? Your pitch is still about you.

Here is a quick before-and-after:

❌ "We have 30 years of experience helping companies scale."

✅ "You’ll get a proven partner to help you scale faster, with fewer missteps."

One centers you.

The other centers them.

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4. Show Them Their Future, Not Your Process

Most buyers don’t care about your 5-step framework.

They care that in week 2, their team is finally unstuck.

That’s what moves people.

That’s what builds belief.

Because here’s the truth:

If your audience doesn’t see themselves in your story, they won’t believe it.
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They won’t retell it.

And they sure as hell won’t buy it.

Key Takeaways:

- Start with their goal—not your roadmap

- Frame your message around their win

- Speak in “you” language to create connection

- Paint their future—not your process

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💬 If this episode made you rethink your pitch—share it, review it, or forward it to a teammate.



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