I’m stealing this from Wendy Weiss (@WendyWeiss on Twitter), who says her prospects’ favorite station is WIIFM(*).
My prospects listen to WSIC. (Why should I care?)
Your proposal brags about your awesome product features? Sorry, wasn’t paying attention. Was listening to WSIC.
Your proposal brags about how many certifications and degrees your people have? Sorry, great song on WSIC.
Your company has 500 PhD years of work in this field? I’m rocking out to WSIC.
If your proposal isn’t playing on WSIC, nobody’s listening. Don’t talk about you and how great you are. Talk about what the customer needs to do and how you help.
(*) What’s in it for me? I wanted a four letter call sign.