What are the most important points to stress when you are marketing?

I bring this up because I noticed some marketing recently that was bad.

It was a marketing piece about a fitness company. In the first line of the marketing it spoke about the owners of the business and how good they are.

Sadly, it appears that they have misplaced their focus. This is because every prospective buyer has a question in their mind all the time. The question they have is ‘What’s in it for me?’

When I was reading the fitness company’s marketing piece it did not answer that question. In fact it was almost as if the owners thought that good marketing was about bragging about their business. I know there is nothing wrong about being pleased about that you do, but if you can’t phrase what you are pleased about from the customer’s perspective, you’ve made a big mistake. This is because the prospect won’t be interested in continuing their assessment of what you can do for them. If they stop being interested – you lose!

Doesn’t this make sense?