First,  you must let your personality shine.  Make your customers see who you are.  Be yourself, and emphasis your strong points.  Your customers are going to buy from someone they know long before they buy from someone they don’t know from Adam.

Focus on what is unique about you and your services.  What exactly is unique about your products?  Think about the way most marketers do things and do things differently, your way!  Emphasize your personal strengths so that you stand out and your customers come to know you.  you want them to look forward to your communications.  So give them something to look forward do!

But be careful; there is confidence and there is overconfidence, as you may have heard:

“Captain, there is an emergency!” called out the First Officer.  A bright light loomed dead ahead;  a collision seemed imminent.  The captain got on the radio on the common frequency.

“This is the USS Nimitz.  Make way!”

“No can do,” came the answer back.  The light did not change course.

  “Exasperated, the captain shouted, “This the Carrier Nimitz, the largest vessel afloat.  Make way, I say!”

The voice responded, “And this is the Grand Point Lighthouse.  Your call.”

Never forget where you are and who you are talking to.  When you reach out to your audience, you can’t bluff them.  Become a fresh voice!