If you want new leads, the worst thing you can tell people is what you do.
In fact, the less you talk about yourself, the better. The unfortunate truth every marketer needs to realize is that the market doesn’t really give a flying fork about you or your product.
Human beings are selfish, and you need to keep the conversation focused on them. What problems are they experiencing? What words do they use to talk about it? How would they describe the issues they’re facing to someone else?
In order to produce effective marketing, you must step into the experience of your avatar.