Don’t tell me what you can do. Tell me what you can do for me.
It’s my doctrine of faith. If a leaflet, a brochure, an advert or a website doesn’t tell the customer how they can benefit – then what’s the point?
Potential customers don’t care how fabulous you think you are. They want to know how that “fabulousness” translates into tangible benefits for them.
How would working with you or using your products make their life easier and more profitable? Don’t make them project or perform summersaults to see the relevance of what you do and how it could help them.
Look at a dozen or so websites across the industry you work in – time and time again, the focus is all “me me me”. Like a needy teenager who’s so keen to talk about themselves.
Whilst a potential client wants to know about you, they specifically want to know what you can do for them.
Have you followed Rule Number One across your promotional literature? If not, come say hello.