Wouldn’t it just be great if everyone in the market already knew what you did and how good you are at it?
Yet, that’s the thorniest part of running a business. How do you stand out in the vast sea ? of people and products all vying for the most important resource a business can possibly have: attention?
You have to brag about yourself. You have to stack the advantages you offer. But you can’t ignore your faults either, or you’re going to give your customers wildly unrealistic expectations that you can never meet.
It’s a pretty fine line.