Why your ideal customer doesn’t believe you - and how to change their minds
If your message isn’t landing, this one adjustment could change everything
On my very first day as an assistant manager at a restaurant, the general manager pulled me aside to share some “essential” insights.
She had a mental checklist ready: who I’d be working with, their quirks, strengths, weaknesses - everything she thought I needed to know about the staff. At first, I listened, nodding politely. She was trying to be helpful, after all.
But after a few minutes, I had to speak up.
“No offense,” I interrupted, “but I’d rather get to know everyone myself. How someone interacts with you might be completely different from how they’ll interact with me. I don’t want to come in with assumptions that could influence how I treat them.”
She paused, blinked, and then gave me a small nod. “Fair enough,” she said.
At the time, I didn’t think much of it. I wasn’t making some grand statement about leadership or relationships - I just wanted to start fresh in this new position.
But that moment turned out to be pivotal.
By ignoring the pre-packaged “myths” about each person and forming my own impressions, I set the tone for how I approached my team. It wasn’t always easy, but over time, that choice shaped how I approached both personal and professional relationships going forward.
With a fresh perspective, I noticed dynamics others missed.
I built trust that wasn’t clouded by someone else’s judgements.
And I earned respect because my team saw that I evaluated them based on them, and them alone.
Did you know that 61% of consumers are more likely to trust brands that challenge common industry myths, while 45% are more likely to make a purchase because of it?
That experience taught me something fundamental: when you bypass myths - whether they’re about people, your industry, or even your own abilities - you create space to uncover the truth. You stop reacting to old assumptions and start responding authentically.
The same principle applies to how you position your brand, especially when it comes to figuring out your UVP (Unique Value Proposition). Your UVP shapes how your ideal customer sees your brand.
But here’s the thing: too many UVPs are built on clichés and unexamined myths.
They echo the same tired promises - “the best,” “the only solution” - without addressing the real beliefs or misconceptions their ideal customer holds.
Think about your niche.
How many businesses lean on overused platitudes without ever digging into the deeper misunderstandings that hold their ideal customer back?
When you challenge those myths - about your industry, your customers, or even your own business model - you immediately set yourself apart.
Instead of blending in, you position yourself as someone who truly understands your ideal customer.
Someone who isn’t afraid to speak hard truths, even when they go against some of the heavy hitters in your niche.
Here’s my M.Y.T.H. Buster Framework to dismantle common misconceptions and rebuild your UVP on a foundation of truth:
M – Map Out the Myths: Start by listing the common beliefs or assumptions your audience has about your niche. What “truths” do people accept without question?
Y – Yank the Root Cause: Dig into why these myths exist. Are they based on outdated ideas? Misleading marketing? Lack of knowledge?
T – Tell the Truth: Present a clear, compelling counterpoint to each myth. Use data, personal stories, or insights to dismantle the false belief.
H – Highlight Your Angle: Explain how your offering aligns with the truth and solves the real problem. This is where your UVP shines.
Why This Works
Challenging myths does more than clarify misunderstandings. It fosters trust.
Your ideal customer sees you as someone willing to address the status quo instead of repeating the same empty promises.
You stand out because most brands avoid rocking the boat. They rely on safe, predictable messaging.
When you bust myths, you not only differentiate yourself, but also strengthen your connection with your ideal customer. You become a voice of clarity in a noisy world.
Here’s What You’ll Get Out of It
A UVP that resonates with your ideal customer.
Stronger trust and credibility in your niche.
Customers who align with your values and vision.
“Every myth you challenge brings your audience closer to the truth - and closer to you.”
Your Turn
Take a moment to reflect.
What’s one myth your audience believes about your industry or their problem?
Write it down.
Then, brainstorm one truth you can use to bust that myth. How can this truth reshape how your ideal customer sees your brand?
This isn’t just about standing out for sake of being 'different’.
It’s about leading with clarity, building trust, and showing your ideal customer that you’re not afraid to challenge the status quo for their benefit.