Fall, 2005
Whatever you do, focus on your audience. Get rid of fluff-filled, self-important statements like, “We at Blessing to the World, Inc. believe…” One of the things your audience wants to know is, do you know who they are. They also want to know they can trust you to deliver something they value. Before you tell them how good you are, make sure you’re focused on them—what they want, or fear, or dream about. If you want to be heard and remembered, get concerned about what your audience is concerned about.
