Why Great Content Feels Like a Conversation, Not a Sales Pitch

I strongly believe that brand communication is a lot like a conversation between two people. When audiences see an ad or any form of brand messaging, it should feel like a person talking to them—not a corporate monologue. The best conversations are engaging, personal, and make us feel heard. Don’t you agree?

Now, think about the types of conversations you enjoy. Are they with people who go on and on about themselves, listing their achievements and why they are amazing? Or are they with people who take an interest in you, spark curiosity, and add value to the conversation?

I think brands should apply the same logic. The key to creating engaging content today is finding the right balance—highlighting what makes you great while keeping the focus on how it benefits your audience.

Imagine you are looking for a product—let’s say a table fan. Here’s how two different approaches might sound:

Scenario 1: The ‘Me-Centric’ Approach

"I am the best table fan. I have the latest features. I am award-winning. I am designed with innovation."

While these statements may be true, they do not engage the audience. They focus solely on the product, not the person who might use it.

Scenario 2: The Balanced Approach

"Tired of stuffy rooms? Our powerful fan brings you cool, refreshing air—whenever and wherever you need it. Designed for convenience, it fits seamlessly into your space while delivering award-winning performance."

See the difference? The second approach highlights the product’s strengths while keeping the audience’s needs at the center of the message.

To create content that truly resonates, brands need to step into their audience’s shoes:

Focus on their needs – How does your product or service improve their life?
Engage their emotions – Make them feel seen, understood, and valued.
Strike a balance – Showcase what makes you great while making it relevant to them.
Spark curiosity – Give them a reason to keep listening, reading, or watching.

In today’s content landscape, brands that communicate with their audience—rather than at them—win. So, the next time you create content, ask yourself: Are you having a conversation, or just making noise?

Sonya Quinney is a seasoned creative professional with over 12 years of experience in advertising. She began her career as a copywriter and has since grown into her role as Creative Director – Content. Since joining Birdie & Partners in 2018, she has been passionate about crafting impactful content, meeting briefs with precision, and creating work that drives real results for clients.

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