Probably the best piece of business advice I’ve read in years.

If you do any sort of business writing or communication, do yourself a favor and click through to read this full article.

The secret to avoiding bland, meaningless statements…is this: don’t tell me how great your services are. Instead, show me what it feels like to be a client.

Don’t tell me your product is different. Tell me what it does for your customer that nothing else does.

And definitely don’t tweet that your blue-chip client just called to say how much they love you. I’ll be much more convinced of your abilities if you offer helpful tips that demonstrate your expertise, and share links that prove you’re in touch with the latest thinking in your field.