If you’ve been paying attention, you’ve probably noticed that modern marketing loves to sell one thing above all else: victimhood.
Turn on the TV, and you’re bombarded with ads dripping with it. One minute, there’s a Big Pharma ad spouting off a laundry list of side effects—”including death!”—all wrapped in a cheery voiceover that suggests, “Isn’t this your story too?”
The next moment? A lawyer leans into the camera, asking, “Did someone ruin your life? Call now for justice and a big payout.”
We’ve normalized this narrative: Life happens to you. Somebody else is to blame. Someone else needs to fix it.
But here’s the thing: while this message might sell, it doesn’t empower. And for business owners who actually care about creating value, that’s a problem.
Instead of jumping on the victim-train, let’s shift focus. There’s a more meaningful way to connect with people—a way that inspires action, accountability, and change.
Here’s how to do it:
Highlight the Hero. Every one of your customers has a story, and the best ones show how they took action to create something better. Share their wins, their transformations, their moments of pride. Show your audience what’s possible when they step into their own power.
Create Copy That Challenges. Good marketing doesn’t coddle—it empowers. Ask the tough questions. Speak to the part of your audience that’s ready to take responsibility for their next steps. They’ll appreciate the honesty, even if it’s a bit uncomfortable at first.
Let Go of Problem-Magnets. Not every customer is a fit for your business. Some people are committed to their problems, not solutions. And that’s okay—but they’re not your people. Your energy belongs to the ones who want to grow, not to those stuck in endless cycles of dissatisfaction.
Make Empowerment Your Brand. At the end of the day, your message is about more than selling products. It’s about motivating, educating, and inspiring people to make better decisions. Empower them to see your offer as a tool—not the solution, but a catalyst for their own transformation.
This isn’t just an “anti-marketing” tip—it’s a philosophy. It’s about building a business that serves the doers, the thinkers, and the change-makers. The ones who don’t need a rescue—they need a partner in their journey to something better.
The best part? When you start speaking directly to these kinds of customers, they’ll find you. They’ll see themselves in your message. And the ones who don’t resonate? They’ll quietly disappear—and you won’t miss them one bit.
Talk soon,
Michelle
Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 