Does your marketing concentrate on how you affect your customers (or potential customers) lives? Not how great you think you are. Not what you think is your best feature. All of that is about you.
Instead - work to show your audience how your brand benefits them. Remember, you don't have to convince yourself. You - hopefully - believe in what you're selling. You have to convince them.
To do this you must to listen to them. You have to walk in their shoes, insert yourself into their seats, stand on the other side of the counter, put yourself on the other end of the phone. Think of it as role playing. Pretend - if you must - to be anyone in your demographic. Keep in mind, your tastes, opinions, arguments of logic don't matter here.
- Determine how you affect their lives (not just what you sell them)
- Can you do it better?
- How can you show and tell them?
Now consider this: When your focus is on your customer - don't you deliver a message about yourself?