There's nothing wrong with being proud of your business, but talking too much about yourself in your marketing materials can be the kiss of death in the game of attracting customers. 

 

All too often we see a company's marketing materials focused on the company itself.  Paragraphs upon paragraphs expound on the wonder of the company, how long they've been in business, the products they sell, etc.  While you do have to tell your prospects about your business and/or services (after all, that's the purpose of marketing materials), you must do it in a way that doesn't alienate the prospect.

 

Your focus should be on the customer.  Rather than wax poetic about your company's attributes and patting yourself on the back, why not try to position yourself as the cure to your prospect's pain?  By placing your company in the role of problem-solver, you are sending a very powerful message.

 

Before you site down to write your marketing materials, as yourself this important question:

 

 

Not only should this question be at the heart of your marketing strategy, but it should be the basis for all of your marketing copy.  The pros like to call it customer-focused marketing.  I call it the only way to market!

 

How you communicate makes all the difference.  Finding the right balance of providing information about your business and clearly stating the benefits your business offers your prospect can be difficult, but it is worth trying to achieve.

 

Write copy with your prospect in mind and you'll have communications that drive business rather than drive business away.