The Santa Barbara Web Design and Marketing Blog

In the ever-evolving world of online marketing, especially in the information-selling sector, connecting authentically with your audience is the cornerstone of sustained success. I’m your Santa Barbara Web Guy, and today, we’re diving deep into why your struggle is not just an obstacle—it’s your advantage. If you find yourself wrestling with how to stand out, how to build trust, or how to craft messages that truly resonate, you’re in the right place. Whether you’re an online coach, a course creator, or an entrepreneur delivering any form of knowledge product, embracing your unique journey—struggles and all—can set your brand apart in a crowded marketplace.

The Power of Relatability in Information Marketing

Information marketing is one of the fastest-growing and most successful segments of online business, with creators raking in billions annually by selling courses, ebooks, memberships, and coaching programs. The secret sauce? Relatability. Consumers are bombarded daily with polished success stories and highlight reels, but what truly compels them to buy is seeing themselves reflected in your story.

Why is this the case? At the core, people are searching for transformation—the promise that “if it worked for you, it can work for me.” But if your messaging skips straight to your victories without addressing the steps (and missteps) that got you there, your audience might find you unapproachable or inauthentic. Sharing your journey—the specific struggles you faced and overcame—makes you human. It creates an emotional bridge between you and your prospects, positioning you not as someone above them, but as someone who has been where they are now.

Why Your Struggle Matters

Let’s look at some concrete reasons why leading with your struggle is so effective:

1. It Builds Trust

Trust is the currency of the internet. When you openly share the challenges you’ve faced, it signals honesty and transparency. Prospects are naturally wary of anyone peddling a “too good to be true” solution. Sharing your genuine experiences signals integrity—you didn’t find success overnight, and you aren’t pretending otherwise.

2. It Shows Empathy

Potential customers want to feel understood before they buy. Detailing your struggles demonstrates empathy. You remember what it felt like to be in their shoes. This fosters a deeper connection and makes you more approachable.

3. It Differentiates You from Competitors

In a saturated market, what separates your offer from everyone else’s? Your story—your unique path of struggle and growth—is something your competitors can’t replicate. It gives your brand personality and depth, which is critical in developing loyal followers.

4. It Anticipates Objections

When you describe your journey, you show that you’ve tried and evaluated many options yourself. By sharing what worked and what didn’t, you’re anticipating objections your audience might have. Did you fail with a competitor’s solution? Did you give up at some point only to try a new approach? Reflecting on these moments preempts your prospect’s doubts.

5. It Makes Your Solution More Credible

Customers want proof that your solution works not just in theory, but in practice. If you can demonstrate “I tried this, it failed, so I learned and did this instead,” you’re also illustrating your ability to solve real-world problems. This moves your offer from abstract promise to tangible proof.

How to Share Your Struggle Effectively

Now that we’ve established the why, let’s talk about the how. There’s an art to sharing your journey in a way that serves your audience and your business. Here are some practical tips to help you get started:

1. Map Out Your Journey

Take time to reflect on your path. Where did you start? What obstacles did you face? What mistakes did you make and what did you learn from them? Don’t gloss over the messy middle—that’s often where the most valuable insights live.

2. Get Specific

Generalities don’t resonate. “I struggled with marketing” is less compelling than “I spent months building a website only to discover I had no idea how to get people to visit it.” The more vivid and specific your struggles, the more relatable and engaging your story becomes.

3. Connect Struggles to Solutions

For each challenge you share, explain how you overcame it—or how you’re still working on it. Perhaps you found a mentor, embraced a new tool, or developed a unique system. This transition from struggle to solution is the blueprint your audience craves. It’s the “hero’s journey” that persuades them to become customers.

4. Address Alternative Paths

A crucial part of selling information is anticipating the other solutions your prospects are considering. By sharing how you evaluated (and maybe even failed with) alternative strategies, you show you understand their decision-making process. It helps you craft messaging that addresses their mental objections before they surface.

5. Invite Interaction

Encourage your audience to share their own struggles in the comments or via email. Engagement not only signals to algorithms that your content is valuable, but it also gives you deeper insight into the pain points your audience faces—which can help you create better content and solutions going forward.

Crafting Messaging that Resonates

Once you’ve clarified your journey, integrate it into your marketing efforts. Here’s how:

- Website About Pages: Your struggle can be front and center. Let visitors know what you’ve faced and share your passion for helping others avoid the same pitfalls.

- Sales Pages: Include relatable stories in your copy. Lead with the common problem your audience faces, then show how your product or service is the bridge to their transformation.

- Social Media: People crave micro-stories. Share short anecdotes about mistakes or lessons learned, and prompt your community to chime in with their own.

- Email Marketing: Use your welcome sequence or regular newsletters to drip elements of your story. This builds connection over time and keeps readers engaged.

Remember, vulnerability is not weakness. It’s magnetic. And it demonstrates confidence in your ability to help.

A Case Study: From Struggle to Success

Let’s ground this in a real-life example. Consider the story of an online course creator who teaches time management for busy parents. Initially, she showcased her current productivity systems, but found her audience unmoved—until she started sharing her struggles:

> “Every night, I felt overwhelmed, trying to do it all. My to-do list kept growing, and guilt followed me around constantly. I bought dozens of planners and apps, but nothing stuck. I wondered if something was wrong with me. Only when I developed my own three-step system did things shift—slowly, at first, then dramatically.”

Suddenly, her emails were flooded with responses. Parents saw themselves in her struggle. They didn’t care if she was a productivity expert now—they cared that she understood how hard it was to juggle family, work, and self-care. Sales soared not because of her perfect system, but because of her willingness to share the imperfect path that led her there.

The Value of How You Got There

It’s tempting to focus only on the shiny outcome—your current expertise, your thriving business, your polished courses. But never underestimate the persuasive power of the how. Sharing the incremental steps, the setbacks, the epiphanies, and the pivots along your journey is what breathes life into your message.

This also helps your audience avoid common pitfalls. When you share what didn’t work, you build more credibility. You show you aren’t just lucky; you’re methodical. You’ve walked the road, tested the solutions—and you can now guide others with confidence and clarity.

Taking Your Audience by the Hand

Great information marketing doesn’t just point the way; it acts as a guide, a mentor, even a friend. When you openly share your failures, lessons learned, and the thinking behind your decisions, you give your audience the feeling you’re walking with them. You anticipate their next questions (“But what about this?”) and address the alternatives they might be considering.

This anticipation is key. When crafting any sales page or training, work to answer the following:

- What false starts or failed strategies might your audience be tempted by?

- How can you show them you’ve tried those paths—and explain why they didn’t work?

- How do you set expectations around timeline or effort, so they’re not discouraged by slow progress?

By proactively addressing these, you’re not just selling a product; you’re offering a road map with signposts labeled, “I’ve been here, and here’s which way to go.”

When Not to Share Your Struggle

A word of caution: there’s a line between being relatable and oversharing. Don’t make your struggle the whole story; always lead toward a solution. Your journey from pain point to transformation is what draws people in, but your value lies in how you help them cross that bridge, too.

Be mindful to frame your struggles as lessons—show what you learned. Don’t present yourself as someone who is still stuck and powerless. Your customers want both empathy and evidence that you can deliver results.

Engaging Your Audience: Comments, Questions, Conversation

Your struggle story only goes so far unless it opens the door to authentic conversation. Invite your audience to leave comments, ask their own questions, and share their stories. This transforms spectators into participants, fosters trust, and helps you refine your messaging.

Here are some prompts you might use:

- “What’s been the biggest struggle on your journey so far?”

- “Have you tried other solutions that didn’t work? What happened?”

- “Is there something you’re considering now, but aren’t sure about?”

Not only does this build community, but it provides a steady stream of content ideas and product improvements based on real-world feedback.

Embracing the Struggle: Your Competitive Edge

If you’re still hesitant, remember: your struggle is not a liability; it’s your greatest marketing asset. The most compelling brands are those who understand, demonstrate, and communicate precisely what their customers are going through. It’s not about bragging or exaggeration; it’s about honesty and insight.

Especially in the world of information products, where so much value is transferred through trust and personality, this approach sets you apart. The goal is not just to sell, but to empower your audience—to take them by the hand, walk them through the same fires you faced, and celebrate their victories as your own.

Next Steps

As you prepare your next course launch, training, or product offer, take some time to map your unique journey. Highlight the moments when you almost gave up, the tools or mentors that helped you, and the lightbulb moments that accelerated your growth. Share these openly in your copy, your emails, and your videos. Watch as your audience engagement deepens and your conversion rates climb.

And, as always, keep the dialogue open. If you have questions, thoughts, or stories of your own, leave them in the comments below. Your experiences not only enrich our community but remind us all that every struggle, big or small, is a stepping stone to eventual success.

I’m your Santa Barbara Web Guy, and your journey—with all its twists and turns—is your most valuable marketing tool. Embrace it, share it, and let it guide your prospects, clients, and students toward the transformations they seek.

Until next time—happy sharing, and remember: the way forward is through the struggle.