You think you know it all. In reality you may, but no one cares. When searching for new customers, your priority should be the customer. Period. Bombarding the conversation will not win new customers and here is an example.
As a marketing consultant, I read many marketing and business blogs. This helps me stay on top of my craft, but also shows me how others are succeeding. A few months ago, I happen across a marketing agency and I signed up for email updates. It looked interesting after I read a couple blog posts.
It turns out that every email starts with “Let me tell you why I am great and you are not.” It doesn’t actually say that, but it is how I felt after reading a few emails. For instance, the agency offered a webinar on “how to write like me.” Really!?! To me this is horribly cocky. Every week, I receive several emails stating why they are so great. Maybe it is professional ego, but this company turns me off.
Here is my point. Your customers need to know you know what you are doing. However, your customers aren’t dummies. So when writing for your audience, don’t blow yourself up to appear bigger than you really are. It isn’t about you, but rather how you can help your customer with his problem.