It's all about outcomes

I get hung up about what I do. I'm always keen to promote what I do everyday.

Copy for this, a commercial idea for that, an ad for this product etc etc etc.

I even get excited talking about research and establishing benchmarks for performance. Oh and wait till I tell you about how clever my latest strategy is for this or that client.

Fact is no ones listening.

Nobody cares what you do - but everyone is interested in the impact the work you do has.

It's all about outcomes. Real outcomes.

Do you know what impact the work you do has on your clients? Do you ever ask?

When I found out that work I had created had done nothing it cam as a real wake up call. Once it only took a quick tweek and then the calls started coming in.

So tell prospects what happens when clients work with you. Don't get so bothered about how you do something- and ask what actually happened when someone use your work.