Before you approve the next sales proposal, mailer, or capabilities piece, read the copy with a critical eye. Are you speaking directly to your customer? Or are you talking about yourself?
Unless you know your customer’s first name, the predominant pronouns should be “you” and “your.” If you see a preponderance of “our,” “we,” and “us” in your message, it is afflicted with “weusitis.” And it needs a rewrite.
Focus your message on solving your customer’s problem. She doesn’t care about all the wonderful things you can do—only about what you can do for her. When a seller talks mainly about himself, he comes across as a bore. And his message has all the freshness of last week’s donuts.