Clients don't care about you.

They don't care if you have a mortgage to pay. They don't care if you have to pay your bills. They don't care if you have to feed your family. They don't care why the project is late, what clothes you wear, where you went to school or your favourite dish.

The only thing clients care about are themselves and their problem.

We're only talking to them because they believe – even a little bit – that we're able to better their situation.

Nevertheless, I see so many websites and newsletters talking about themselves, their team, their vision, their products & services and so on. And while these might be interesting bits here and there, they simply don't help you advance your business.

You want to make your communication "you" focused, not "I" (we, us, ...) focused. Help your clients understand how you can help them and what expensive problem you solve for them. Great websites say "you" – they don't say "I".