People don’t care what you can do.
People care about what you can do for them.
You might have extraordinary potential to provide a tremendous amount of value to your target customer, and it’s on you to unlock that potential, not your customer.
If you present that potential value in ways that require your customer to translate your offering into their own context and decode how it solves their problem and makes their lives better, you’ve thrown away the key.
Don’t ask your customers to do the hard work of figuring out what you can do for them.
The onus is on you to unlock the potential value you can provide your customer by doing the translation and the decoding for them. You’re responsible for doing the hard work so it’s easy for your customers to understand what you can do for them and why they can trust you to do it.
Get specific about who you provide value for and communicate clearly what value you provide in ways that resonate with them.
