The Harsh Truth: No One Cares About Your Business—And That’s Okay

Most businesses operate under a dangerous assumption: that people should care about what they do. They think their story, their passion, and their hard work are enough to grab attention.

But here’s the reality: no one cares.

And that’s not a bad thing.

People don’t wake up thinking about your business. They wake up thinking about their own problems—their overflowing inbox, their sales targets, the endless to-do list waiting for them. They don’t care about your product or service… until they need it.

So the question isn’t, “How do I make people care about my business?” The real question is:

How do I position myself so that when they do care, I’m the first person they think of?

That’s exactly what we’re breaking down in this article. If your marketing feels like shouting into the void, this is why—and we’ll show you how to fix it.

This topic was at the heart of our latest video, where Jake Mooney dives into why businesses struggle to get attention and what to do instead. Watch the full conversation below.

Why People Don’t Care About Your Business (Yet)

Most marketing doesn’t fail because it’s bad—it fails because it’s focused on the wrong thing. Businesses assume people should care about them when they should be focusing on what their audience actually cares about.

Think about your own buying decisions:

• You don’t care about a company’s history—you care about whether they can solve your problem.
• You don’t care about their industry awards—you care about whether they can deliver results.
• You don’t care about their CEO’s passion—you care about whether they understand your needs.

Customers Think About Themselves First—And So Should You

Marketing that works isn’t about you. It’s about them.

In our latest video, Jake Mooney put it bluntly:

This shift in mindset is where most businesses struggle. They create content, write website copy, and send emails all about themselves instead of focusing on what their audience actually needs to hear.

The Moment People Finally Pay Attention

Here’s the frustrating part: even if you do position yourself as the solution to a customer’s problem, they still won’t care until that problem becomes urgent.

Ever had someone ignore your emails or LinkedIn messages, only to reach out months later like you were their best friend? That’s how marketing actually works.

Example: Jake shared a story in our recent discussion about offering his services to business owners and getting ignored. Then, out of nowhere, they’d call saying:

What changed? Their problem moved from the back burner to the front burner.

This is why businesses that stay visible and valuable over time win. They don’t force people to care today—they make sure that when people do care, they’re already there.

How to Make People Care (When the Time is Right)

If you’re tired of being ignored, here’s how to shift your marketing so that when your audience is ready to care, they think of you first.

1. Stop Talking About Yourself

One of the biggest mistakes businesses make? They frame everything in terms of their company instead of their customer.

• Don't: “We just launched a new product.”

• Do: “Here’s how to fix [your audience’s problem] faster, cheaper, and with less hassle.”

Your audience isn’t thinking about your business. They’re thinking about their challenges. If your messaging doesn’t immediately connect with that, they’ll move on.

2. Tell Stories About Your Customers, Not Yourself

People connect with stories, not brands.

Instead of listing your company’s achievements, show how your work has solved real problems for real people.

Example:  Instead of saying, “We help businesses improve their marketing,” we could say:

“Last year, we worked with a company that was struggling with low engagement. By shifting their messaging from ‘here’s what we do’ to ‘here’s how we help,’ their leads increased by 40% in three months.”

See the difference? People see themselves in the story.

3. Stay Visible Before They Need You

Marketing isn’t about convincing someone to buy today—it’s about being present so that when they’re ready, you’re the first name they think of.

That’s why random posting on social media doesn’t work. You need a strategy that keeps you in front of your ideal customers consistently.

Some ways to do this:

• LinkedIn engagement – Commenting on your audience’s posts and being part of their conversations.
• Industry trade shows & events – Showing up where your customers are already looking for solutions.
• Strategic partnerships – Aligning with businesses that serve the same market so you can be introduced when the time is right.

4. Make Your Marketing Active, Not Passive

Most businesses wait for customers to come to them. The ones that grow the fastest? They go where their customers already are.

Instead of just posting content and hoping for the best:

• Join their LinkedIn discussions.
• Show up at their industry events.
• Offer real help before they even ask.
  

What’s Next?

If your marketing feels like it’s not connecting, it might be time for a strategy shift.

• Get a free marketing audit and start making people actually care about your business: https://greenlightstudio.co/#audit
• Subscribe to our YouTube channel for expert marketing insights: https://www.youtube.com/@greenlightyourmarketing
• Connect with Jake Mooney on LinkedIn for more strategy insights: https://www.linkedin.com/in/jacob-threlkeld-mooney/

At the end of the day, people don’t care about brands—they care about relationships. Build trust before they need you, and when the time comes, they’ll know exactly where to find you.