How are you marketing your product or service? Hopefully not by talking a lot about yourself or the technical details of what you’re selling and its features. People don’t want to hear that. Keep those jargons to yourself. So how should you talk to potential customers? If you’ve really put in the time to get to know your audience, you would be able to clearly and directly speak about the challenges or pain points they have. This demonstrates that you already understand their situation. And you show up with genuine empathy, having a good grasp of the situations they are facing. Then move on to describing how you can help them. And don’t forget to mention how you’ve helped people in the same situation as they are in now.