Marketing is for them, not you!  

Marketing is NOT primping in the mirror and getting every last hair in perfect position.
Marketing IS doting on the client and how they look. 

Marketing is NOT emphasizing your genius and impressing clients with your knowledge.
Marketing IS solving problems in a way that makes the client look like a genius. 

Marketing is for them, not you! 

Marketing is NOT putting on the hero’s cape and lauding your achievements.
Marketing IS supporting the client on the hero’s podium and acclaiming their achievements. 

Marketing is NOT fashioning a key and looking for a lock to open.
Marketing is finding a lock to open and then fashioning a key. (Thank you Seth Godin Seth's Site (sethgodin.com) 

Marketing is for them, not you! 

This is why great cover letters start by understanding the client’s problem and end with confidence in solving that problem.  

This is why qualifications on paper or dollars in a proposal will never convince a client to trust you. They will trust you because you have spent time with them and proven you are interested in helping them achieve their goals.  

Marketing is for them, not you! ​

Professionals in engineering, IT, and science should have good business writing skills. To get support, funding, and adoption, it's important to explain complex ideas to non-experts. Much of your business writing will be to persuade or educate. This means your writing must be understood and motivate action from your readers. This post shares tips to help technical thinkers master business writing.

Know Your Audience
As an expert in your field, your knowledge exceeds that of your readers. Resist the urge to dive too deep into technical details. Your goal is not to impress your readers with your intelligence. Your goal is to help them understand what you can do for them and instill confidence in you. Think carefully about what your audience needs to understand to make decisions and take action. Shape your writing to speak to their level of knowledge. It is good to examine what you write and ask if a freshman or sophomore in high school would understand it.