We know that we need to identify with our customers in order to create compelling content. Despite this fact, many companies default to talking about themselves. “We offer this service, we sell this product, we’re expert in this”. A better approach is to understand what questions, challenges, problems, ambitions that your ideal customers have, and then address those in your marketing materials. This helps you build trust, deliver value, and grow authority in your space. It’ll also set you apart from your competition, because most companies aren’t doing this. Audit your existing content as to whether or not you’re using first person, or second person in your language. If you’re seeing a lot of “I/we” in your messaging, then you’re probably talking about yourself too much. If you’re using a lot of “you/your” in your language, you’re probably doing a better job of identifyingWith the perspective of your audience.