Go through you marketing material (both on-line and print) and look for contents like
- we are the leading company in …
- we have much experience with …
- we have highly trained people who …
- we are already doing this for … years
- we have offices in … countries
- we have won this … award (already for the second time!)
- we were the first to …
- we are a reliable company
Who cares!
Nobody cares!
In marketing it is not about you or your company. It is about your customer!
So immediately delete all of the above and start writing about
- you save money
- you can reduce maintenance
- your process is more reliable
- your installation will perform much better
- you reduce wear and tear
- you will sell more
- you don’t have to worry
- your machine will have a longer lifetime
- you will do a better job
- your customers benefit
- life will become much easier for you
- you will make much more money
Your customer does not care about you. About how good you are or how special you are. You have to care about your customer.
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