Successful marketers realize they must put themselves in the minds of their potential clients, who (generally) could care less about your product/service’s features and characteristics, but want to know how to solve their practical and emotional needs.
This leads to the need for you to be wary of the laundry list of features/superlatives framed in the “we” tense (as it relates to your business, not collegially connecting with your current and potential clients.)
A better approach, always, is to frame the story within the clients’ perspective and then show how you can help solve their problems.
The story isn’t about me (or the royal ‘we’). It is about you.
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