You have a lot of experience. Many ways you can help people. You’re good at what you do.

You want people to know these things and you should tell them. But if that’s all you talk about, readers and listeners and prospective clients will eventually tune out.

Nobody wants to hear all about you. Not even your mother.

They want to hear about themselves.

If you want people to listen to you, talk about them.

When you speak to a prospective client, ask lots of questions–more questions than you may need to diagnose their situation–to get them to talk about their problems, their pain, their desire for relief.

And then talk to them about that.

Talk about yourself–your bona fides, your services, how you work with clients–to show them how they can get what they want.

You can do something similar in your marketing documents. Ask questions to get them to think about their situation, and then tell them about clients you have represented with the same or similar issues and how you helped them.

If you want people to listen to you, talk about them more than you talk about yourself.

Documents that can bring you more referrals