Why No One Buys From You Online


You speak in Terms of YOU instead of ME!

There it is, you seriously don’t have to read one more sentence if you don’t want to.

success online

You want to know why no one buys from you?  Because all you talk about is YOU…

Your product.

Your experience.

Your education.

Your staff.

Your service.

Even your testimonials and recommendations talk about you.


What About Me?

There’s a possibility I might need to buy something from you, I mean, I know I have a need.

I have a problem, an issue, a concern…

But the truth is, as it is for most consumers, I really have two problems…

  1. My current problem and,
  2. Not knowing how or what solves my current problem.

There is always going to be a number one.  People will always have problems…

But what I shouldn’t have is a number two.

This is why you have a website.  This is why you spend time, money and effort on building a web presence.

Not because Internet Gurus tell you you’re supposed to.

Not to look cool…

Not to give you something to talk about at networking events.

Websites match Problems with Solutions!

No one buys from you Online because they don’t have any clue why they should.


It’s about ME stupid!


Here’s an example that will make more sense:

Calipers and Success Online

When I make a right turn with my car there is a squeaking noise.  An annoying, something is wrong, squeaking noise and as much as I hate to admit this… I’m a 21st Century Guy… Meaning when it comes to cars, I don’t know shit.

What I do know about cars is that they aren’t supposed to make an annoying squeaking sound every time I make a right turn.

My Me Problem = Right Turn Squeaky Noise

You do auto repair.

You have a wonderfully designed auto repair website with tons of pictures of broken cars, an excellent About Us page, an attractive contact form on your Contact Page, a map with Google directions, a marvelous font for your Products and Services page which outlines all the miraculous fixes you can do to a car.

So Why Does No One Buy From You Online?

Here’s why…

I have a problem and what do people do when they have problems?

That’s right… They Google.

So being a 21st Century Guy that doesn’t know anything about cars, I go to Google and type in, “Car squeaking when making right turn.”

I get thousands of results…

Do you know why no one buys from you Online?

Because you don’t show up in my search results.

If I had typed in “Worn Calipers” you would have been Page One… But how the heck am I, a 21st Century Guy, that doesn’t know anything about cars, supposed to know that the squeaking noise I hear when I make a right turn is the result of worn calipers?

How do you get people to buy from you Online?

You fill your website with ME information…  That solves ME problems… Using ME language and ME examples.


Because when I find the website that connects MY ME PROBLEMS with YOUR YOU SOLUTIONS…

Well… Then… I’m going BUY. BUY. BUY.

Which makes you HAPPY. HAPPY. HAPPY.

Get to work on ME!

Thank you and Good luck,

I am Ryan Hanley and this is Content Warfare.

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  • Yeah that’s true enough. No one would like to buy from a self-centered fool. We should always focus our attention on the people we are catering to. If we always think how our experience or education will help them or how our products will be of use to them, then they may just think you are inconsiderate. Thanks for posting!

  • I must commend you for sharing this informative and wonderful post Ryan. Most of us usually did the mistake/s that you highlighted. We sometimes forget to connect our business to our experiences. I’m really glad I came across your site tonight, certainly did learn a lot. :)

  • It seems like this is always such a big issue for business owners. I tell my clients… you have to know your people, the people who want to buy what you are selling. If you know your people, then you’ll know their problems and you’ll know how to talk to them. That is the first step to increasing your chances of making a sell. Know your ideal customer and then make all business decisions focus on them.

    Good stuff. Can’t wait to see what you come up with with your Content Warfare!

    • Thanks Meagan… I guess it seems like this should be obvious but you make every business decision based on your ideal customer, what type of customer will you attract?

      Appreciate you stopping by Meagan!

  • Brilliant! :D

    Though I’d say it’s about “you”… Just a matter of point of view :)

    I don’t really have much to add. But I’ll try anyway, isn’t that the point of commenting?

    1. You need to know what problems you solve.
    2. You need to know who has those problems that you solve.
    3. You need to know how those people talk about those problems that you solve.
    4. You need to speak about the problems you solve in the way those people who have those problems talk about those problems… ;)

    Thanks, for a great post.

    • Peter… Thanks for stopping by buddy!

      I’d say that #4 is the real differentiator between those who are successful Online and everyone. How do your perfect clients talk?

      Great stuff…

  • Ryan – “I’m a 21st Century Guy… Meaning when it comes to cars, I don’t know shit.” HAHA I laughed out loud – that is SO true.

    What else is so true… this post! You are absolutely. We need to clearly identify our customer, understand how they think how they feel, and what their problems are. Then speak to them in terms of solving their problem!

    Such great advice, which needs to be implemented by EVERYONE… myself included…

    • Steve,

      Myself included as well!

      I really think the differentiator in Today’s Internet between a success website and a unsuccessful website is ability to create content in the Words of your Customer.

      Easier said then done though!


  • Great post Ryan. The message is really clear – get to work on your content and don’t make it all about “you” but make it about the customer. Content Warfare – very cool term and concept!

  • You hit the nail on the head Ryan.

    This problem has existed forever in print advertising and marketing, way before the Internet. And I imagine it will still be happening 100 years from now.

    Why don’t people get it? I have no idea — human nature I guess. But that’s good news for the rest of us who do get it, right? :-)

    Thanks for flat-out saying it Ryan…

    A taste of Eric T. Wagner’s work: 7 Traits of Incredibly Successful Entrepreneurs

  • Awesome post Ryan and great example! I love it and I know many businesses need to work on this, including us.

  • Awesome breakdown, Ryan. It’s true, people tend to focus on their problems, and connecting with them through that is immensely powerful.

    You nailed it with your simple squeaky car example.

    I have so much incredible marketing + business knowledge, I’ve inhaled it and learned it from some of the best, and I’m super eager to have it implemented ;)

    And now I’ve added another nugget to the list :P

  • Ryan,


    I feel that too many times this exact language is used when talking about technology (computers, cameras, cell phones …).

    Sure, those things are technical, but too many times the jargon is actually preventing me to understand why that particular item would be a good fit for me.

    Thanks for the reminder :)

    A taste of Timo Kiander’s work: How to Improve Your Focus When Writing – Even When Working From Home [Free Report]

  • You’re adorable. Now take out the apostrophes in your “you’re”s. (That one’s about me – they make me squirmy. And about you – apostrophe mistakes can crumble empires. Wouldn’t want to see yours crack.)

  • Hello Ryan,

    Fully agree with you. We should stop talking about you and start talking about me, how i deal with my problems, how i found solution to my problems, then people will obviously going to buy form you.

    So it’s not about being expert, it’s all about being helper and sharing your experience.

    Thanks for awesome post… :)

    Romy Singh
    A taste of Romy Singh’s work: Your Heroes Are Just Normal People like You

  • Very interesting article, Ryan. If am not wrong, I clearly see that you have incorporated your personal experience in this stuff because as far as I know the term ME represents personal experience. Anyway, I really liked to read this ME concept and this is the right answer of covering everything under the term ME to the question of why no one buys from you Online.