How many “I’s” are there in your first paragraph? Does your company begin its media copy by telling us who you are? Why should we care?
Time upon time again, self-serving email newsletters cross a prospect’s desk and no one in that company’s marketing department has bothered to mention how a customer will benefit! Hmmm, maybe that’s too simple so here’s an analogy.
When you’re interviewing someone for a position, do you want to hear him yak on about how great he is or do you want to hear how his experience shines through when he’s describing what he can do for you?
Don’t buy your own press. Lead by thinking from your customer’s point of view. Start by getting your copy of How to Develop a SMARTPLAN for Your Business from your favorite bookseller. It’s the first-ever interactive printed book. Using your smartphone to scan 2D codes, you are instantly linked to videos, webinars, podcasts or whitepapers where you learn more without leaving the printed page.
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