Most marketing is just noise. It gets ignored, deleted, and scrolled past without a second thought. Why? Because most companies are stuck speaking AT their audience. It’s a one-way broadcast about their features, their awards, and their goals. It’s a monologue, and it’s killing your revenue.

What if you could change the direction of your message and, in doing so, change your entire business? In our latest masterclass, we broke down the three levels of copywriting that separate businesses that make noise from brands that build movements.

Level 1: Speaking AT Your Audience (The Monologue)

This is the default for most businesses. The copy is all about “we,” “us,” and “our.” It’s a list of features and accolades, written in a vacuum without any real consideration for the person on the other end. Think of generic corporate press releases or tech companies that just list their new features.

“If your ad costs are really high and your conversion rates are really low, you might be speaking at your clients.”

This approach alienates prospects. It makes them feel like a number, not a person. It’s the equivalent of shouting into the void and hoping someone listens. A few might, but most will tune you out.

Level 2: Speaking TO Your Audience (The Dialogue)

This is where you start to see real results. You shift the focus from “me” to “you.” You acknowledge the audience’s problems, validate their struggles, and offer a clear solution. You’re no longer just broadcasting; you’re starting a conversation.

This is the foundation of good, effective marketing. It’s where you demonstrate that you understand the person you’re trying to help. As we discuss in our masterclass on SEO for Social Dominance, understanding your audience's intent is the first step to getting their attention. Level 2 copy shows you’ve done your homework.

This approach builds connection and makes sales. It’s a transactional exchange—you have a problem, I have a solution—but it works. For many businesses, this is the goal. But there’s another level.

Level 3: Speaking FOR Your Audience (The Movement)

This is the holy grail. At this level, you transcend selling. You stop talking to your audience and start speaking for them. You become their champion, articulating their worldview better than they can themselves. You’re not just offering a solution; you’re offering an identity.

Think about American Express and Small Business Saturday. They didn’t just offer a new credit card; they created a holiday that championed the cause of their core customers. They spoke for small business owners, and in doing so, built unshakable loyalty. This is the same principle we explore in our Narrative & Nostalgia masterclass—building a brand story that people want to be a part of.

When you speak for your audience, price becomes irrelevant. Competition fades away. You’re no longer a vendor; you’re a leader. Your brand becomes a flag that your audience is proud to wave.

How to Level Up Your Copy

Ready to change your direction? Start by auditing your own marketing. Look at your website, your emails, your ads. Are you speaking AT, TO, or FOR your audience?

1. Identify Your Current Level: Be honest. Are you using “we” and “our” more than “you” and “your”?

2. Shift to the Next Level: If you’re at Level 1, focus on your customer’s problems. If you’re at Level 2, start thinking about their identity and worldview. What do they stand for? What is their “enemy”?

3. Champion Their Cause: Find a way to advocate for your audience. It doesn’t have to be a national holiday. It can be as simple as the way you frame your message.

This isn’t just a copywriting trick. It’s a business philosophy. When you put the customer at the center of your universe, everything changes. Your products, your marketing, your sales—it all starts to orbit around them.

Want to dive deeper into this framework and see more examples? Join the Sell More Academy community to get access to the full masterclass replay, connect with other high-achievers, and get the tools you need to sell a hell of a lot more stuff.