Your promo materials shouldn’t be about you.

Sounds crazy, I know. 

Hear me out… 

What if Microsoft’s home page read:

“We are an American multinational computer technology corporation. We were founded on April 4, 1975, by Harvard College dropout Bill Gates and his childhood friend Paul Allen.

Now we are the biggest software company. And one of the most valuable companies in the world.”

Do you care?  NO.

That’s why Microsoft’s home page ACTUALLY reads:

“Microsoft 365: Everything you need to achieve more in less time.”

Yup: they lead with what you as a computer user care about.

(BTW, Microsoft is NOT sponsoring this post (!)

So where in your messaging are you talking (only) about yourself? About how many years you’ve been doing your thing?

No one rrrrreally cares.

What they DO care about: if you save them time. Or money. If you help them get promoted. If you support them in finding more balance in an unbalanced world.

So, what can you do differently?

Ask yourself: If a prospect took a few seconds to read one of your company’s promotional pieces, could she describe the value of working with you? (And, TRUTH: a few seconds is all she WILL spend, of course.)

If your answer is yes, well, you’re good to go! Smile broadly and cash more checks!  $$$

If not, take a good hard look at your words. What ARE they saying?

How much heavy lifting do readers need to shoulder to understand why they should care about your offerings?

Ask yourself: What PROBLEMS do you solve for people? What OUTCOMES do you generate? Where’s the PAIN—and how are YOU the antidote?