Flying Solo: 7 ways to market your business without feeling like a jerk - Flying Solo In summary: Make your marketing about your customer, not about you Use your marketing to educate and empower your audience Expand your audience’s horizons Get your message in front of the right eyeballs Be credible (but not bashful) Let others tell the story for you Make a concrete commitment My view: Quite a good article really, quite a bit of useful detail I think. I do find myself struggling with the last part: "marketing messages that are wishy-washy make us feel like we’re on shifty ground. From the perspective of the business owner, the underlying issue is often that we’re afraid to go out on a limb and commit to something in case we can’t follow through. Unfortunately though, that reticence doesn’t come across as caution to the reader; instead it has the effect of making us feel that the truth is being obscured in some way." I have caught myself under committing because of fear I won't be able to follow through and I can see how that can come across as being evasive.