Do your messages look and sound like your rivals? Do you use jargon as a form of shorthand to communicate your expertise? If the answer is yes to one or all questions, then you’re likely to trigger preconceived ideas in your reader's mind and they'll switch off. Why? Because their opinion will be based on having heard similar statements before and they’ll assume you’re like other businesses.

You owe it to yourself to ensure your unique knowledge and skills command attention and demonstrate 'real' value. You worked hard to develop your expertise. So it's important decision-makers understand and value the contribution you can make to their business.