They think they have better personalities than others think they do, and believe they are more skilled and popular than they really are. Using that information, Cindy changed their Web site message to strike directly at those false beliefs. The message emphasized how overconfident their clients had been, until they blew an interview or first date. The strategy worked. Now Cindy and Janice are getting calls as well as hits.
Most people believe they are better than others in order to create a positive self-image.
If you have a product or service that people know they deserve for being exceptional, you can play off of that image in your marketing message. But if you're like Janice and Cindy, you've first got to convince them they need what you're selling. As Paul says, their problem is they've got a lot of lookers, but not many buyers. Evidently, people see companies as having a personality as well as an image. It has an image for high quality software, but a lot of people also see it is a powerful and arrogant company.