Your prospects don’t care about you.
They don’t even care about what you do.
They care about what you can do for them.
I am fond of saying this to, well, anyone who will listen. (I believe it’s the phrase on which my now-16-year-old daughter perfected her eye roll.)
It’s because of this that you need to think differently about your website. As I lay out in my latest Target Marketing column, the About Us and What We Do pages on your website can’t be the focus of your site. Prospects will view these pages later in their buying process and will first be interested in how your services will help their business.
So your prospects will care about you – but only after your content marketing has made it clear that there’s something in it for them.
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