It's all about being yourself and having a chat.
Have a look at your marketing material right now. Hey, can I ask you a question?
Is this how you would talk to a client or customer at your first meeting?
Is it in the 3rd person or are you talking as if they were with you right now.
Just try changing the headline of your ad, the home page on your web site as if it's you chatting to someone you have just met - does it look different?
Now try this; record yourself selling your stuff to someone you have just met. Bet it's nothing like your marketing is it?!
Try it out on me for free.....well maybe a coffee or great red wine.....seriously, run anything by me.
And remember, Take Risks. Don't just try to be better - but try Doing it Differently!