3 steps to creating really bad marketing collateral that nobody reads:

Step 1: Start with the right question.

“What will matter most to our ideal customers?”

Step 2: Second-guess this approach.

“That’s great, but what about our awesome tech and proprietary methodology?”

Step 3: Make it all about you instead.

“Yeah, and don’t forget to include our company story, our status as thought leaders, and everything that sets us apart from the competition.”