You sit down with a blank piece of paper, tasked with writing about your business.

You know why you’re good at what you do. You know your business has potential. So you start, as most business owners do – with your back story. When you started out. Where you cut your teeth. Why you felt you should set up a unique and useful business for the world.

But nobody cares.

Your story falls on deaf ears. The reason why? You’re talking about yourself. The person reading your long-winded story wants to know quickly, and concisely ‘What’s in it for me’.

Your back story can come later.

For now, hook ’em.

Tell them how you can help them make their life better.