If your Thing is something 'new' or a new angle on some-thing,then you may need to teach your audience about it. This is NOT the same as preaching to them about it.
Sometimes we get a little over excited about our Thing (perfectly normal if you ask me!) but what can then happen is we can get a bit preach-y. This will look like lots of statements in your Marketing when you 'tell' people how it is, or 'bang on' about what is so brilliant about your Thing, or even give the impression that your Thing is the only truth–but this will make you sound arrogant. And there's nothing wrong with being excited about our Thing and wanting to show it off, but there is a super-fine line between confidence and arrogance. A good teacher helps their pupils to learn, but doesn't 'drill it into them' what they must know. So make sure you do the same in your Marketing.
If you make lots statements about 'what is', there is no room for us to reflect that back to our own experiences and context and think "Oh yeah... I've seen/heard/experienced that" which will allow us to learn something about a new way of doing things (i.e. your Thing). If instead you bark directions and 'tell' people how it is, then you're literally barking your Thing at them–which to me is on the 'aggressive' side of marketing!
We all see this barking around us–the "Buy this–everything else is inferior" school of messages. The barking also often includes the discreditation of every other option there is (sometimes by naming them). Barking can be lots of 'knowledge statements' as the only undisputed facts where actually, if we're honest, we know there are 2 (or 10) sides to every argument and every piece of proof in most cases.
What I prefer to do is 'teach' your audience something new–a new perspective, new language, a new way of looking at some-thing–and allow them to see how it can make their lives/business/health (whatever it is) better. This way you still come across with authority (as you're still the 'teacher) but you're not bombarding them with 'in your face' points of view and preaching to them (or let's be honest 'at' them). People love to learn, they very often don't like being told what to do. I am sure you feel that way too?
Be very clear that this is your opinion, and your take on the world, and of course back it up with as much evidence as you have (here's when case studies and experience come into play) but don't preach yours is the only way–just show off that it's a GREAT way, a brilliant way of doing things. Your Thing is your way of working in the world. Your Thing is not the only way of working in the world. That said, it works, it does the job you say it does, it may well do it a lot better than many other options (that's the point of it, after all) BUT it's not the only way, it's not the ultimate way (yet, although it may be at some point!). That doesn't mean you don't allow people to learn about what you do or see the difference for themselves (through the examples you share). But don't preach. And definitely don't dictate.
By allowing people to learn all about your Thing and understand your way of thinking, you'll get plenty of people to 'see' how your Thing may be exactly what they need–then they'll buy it. If you preach away that you are the best, you'll get some takers, but unlikely anywhere near the amount you'll get from being a brilliant teacher.
So set out your classroom and educate your pupils so they see for themselves your Thing is an answer.
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