It’s not all about you!
When you write sales or marketing for your company, the natural tendency is, of course, to talk about yourself. Whether it’s a brochure, website, blog or even talking points for your sales staff, you find yourself rhapsodizing about how many years you’ve been in business, the stellar expertise and efficiency of your staff, your robust, proprietary technology, your latest and greatest product, or a service that’s unmatched in this galaxy and beyond.
But believe it or not, customers really aren’t interested in you. They’re only interested in what you can do for them. No matter how “experienced,” “respected” and “cutting edge” you claim to be, customers are ONLY going to fork over their hard-earned bucks if they think you can help them in some significant way (reduce their wrinkles/melt their fat/put money in their pocket/improve their love life/make their life easier).
That’s why you have to turn your sales and marketing copy paradigm on its head. Rather than telling prospective clients how many awards you’ve won for your financial advice, tell them how many of your past clients have retired to Rio because of it. When you’re tempted to talk about catering that party at the Governor’s Mansion, instead tell potential hosts how they can throw a great party in just two weeks or they’ll enjoy their events as much as their guests (better yet, have past clients tell them!).
When you want someone to like you, it’s easy to go on and on about how great you are. No matter what the context, that strategy doesn’t often work. However, once you understand customers (and people in general) and are poised to fill their needs and wants, you’ll find them needing and wanting you back.