May 15th, 2023 | 2 min. read
By Kim Kovelle
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When a blog starts off self-promotional, readers check out fast.
Take this article. if we started by hyping Zoe Marketing & Communications, would you believe us? Probably not. And frankly, you shouldn’t.
Since 2020, we’ve seen how tempting it is to focus on yourself in blogs. But great content is 80% about the topic and only 20% about you. Too much self-promotion turns readers off, erodes trust, and wastes an opportunity to educate. It also puts the focus on you instead of your audience.
Here’s why self-promotional content falls flat — and how to fix it.
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5 big problems with being self-promotional in your business’ blogs
1. People don’t like being sold to
No one likes a pushy salesperson. Consumers are bombarded with 4,000+ ads daily. If your blog feels like another pitch, readers will ignore it — or worse, form a negative impression of your brand.
Solution: Provide unbiased value
Instead of selling, educate. Address real problems your audience faces and offer solutions.
Be upfront about both pros and cons; transparency builds trust. Save self-promotion for a well-placed call-to-action (CTA) at the end.
2. Promotional language doesn’t build trust
Over-the-top claims make readers skeptical. Say you click an article promising “top smartphone photography tips,” only to find a sales pitch for an app. You’d feel misled — and less likely to trust that company.
Solution: Stick to facts
Trust is built on useful, well-researched content. Instead of pushing your service, position yourself as a reliable resource. Delivering real value first makes readers more likely to engage with you long-term.
3. It’s a missed opportunity to educate
Whenever you talk about yourself, you lose a chance to teach something useful.
For example, a parent researching autism therapy isn’t ready to choose a provider yet — they need to understand how the process works. If your content is all about why your service is the best, you’re not helping them get there.
Solution: Be a guide, not a salesperson
Answer real questions your audience is asking. Instead of saying, “We offer great therapy,” explain what to look for in a provider. By sharing expertise without selling, you earn trust naturally.
4. It’s about you, not your audience
People don’t care about your accolades. They care about how you can help them.
A mom researching schools isn’t moved by vague claims like “We’re innovative.” She wants to know what that means for her child.
Solution Put people first
Get inside your prospects’ heads. What are their challenges? What questions do they need answered? The best content is empathetic. It puts their needs before your achievements
5. ‘Telling’ is less effective than ‘showing’
Saying you have “excellent staff” or “top-tier service” means nothing without proof.
People don’t trust claims. They trust evidence.
Solution: Examples, examples, examples
Use examples. Share customer experiences, success stories or expert insights. Instead of saying, “We’re trusted by thousands,” feature a real client testimonial.
There are other ways to showcase credibility, too, like case studies, awards and customer reviews.
Next steps for better content marketing
Self-promotional content creates barriers between you and your audience. The solution? Shift the focus. Provide real value, build trust and let your expertise speak for itself.
Need content that connects? Talk to us at Zoe Marketing & Communications. We create trust-building content that turns readers into customers.
Writing your own blogs? Get better results with these guides:
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