“People are not interested in you. People are not interested in me. People are interested in themselves – morning, noon and after dinner.”

The late, great Dale Carnegie speaks the truth.

So guess what happens if you produce marketing that talks about your or your small business? Your customers won’t care. Because they’re not interested in you, they’re interested in themselves – morning, noon and after dinner.

That’s why your marketing should talk about the thing your customers most care about – themselves. Focus on their problems, hopes, fears and values, and your marketing will be effective.