Here's an exercise I often take clients and audiences through.
Get a piece of paper and write down a sentence or two about your company, your products, and services. Answer the questions: What do you do? What does your company do?
Now, think of a good customer. This is a person who has been doing business with you for some time. Think of the person, her priorities, and what her successes and failures consist of. Get yourself into her head—think about what's important to her. Got it? Now, in a couple of sentences, answer these questions from her perspective:
At this point, most people talk about time saved, trust, dependability, reliability, relationship, and other factors that have nothing to do with products or services. When customers describe you, they talk about the impact of your work, not the work itself.
Now look back and compare your answers and “her” answers.
Which ones have more emotion?
Which ones are more interesting?
Which ones would compel you to learn more about your company?
It's interesting that both descriptions of your company come from you. Same person, same brain. When you describe your firm as yourself, it's all about what you do. When you describe your company from a customer's perspective, you talk about your value and how you help people. The latter will generate ...