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Your customer doesn't always care
  Posted: January 15, 2008
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Good thoughts from copyblogger Dan O'Sullivan (via Donor Power Blog) on the voice and tone of successful communications (to audiences, donors, conference attendees). Says he:

When you're working on new marketing materials, take a step back and assume the role of a skeptical customer. Ask yourself: Why should she care about your product? How will it make her life better or easier? What are the damn benefits?

Even more shocking and radical, O'Sullivan dares to suggest: ''Your customers don't always care about what matters to you.''

If you lack the language to describe the benefits of your work, and its impact on your audience, see the report linked in a previous post.