With a headline like that, this article better be good, right? Don’t worry. I’m going to make you read to the end of a long article to get the tip you came for.

Here it is: Make sure your marketing doesn’t sound like everybody else’s.

Sounds simple, doesn’t it? It is simple to understand, but it’s more difficult to execute—and it’s not my idea, either. I got it from Terri Langhans, a marketing consultant who used to be the CEO of a $35 million national advertising and marketing agency she built from the ground up.

“Building your marketing plan and messaging around that one word, “want,” can set a your business apart and attract more prospects simply because everyone else out there is being boastful, blatant or boring,” explains Langhans.

“Whether you’re an architect or a freelance graphic artist, a health care consultant or a personal trainer, whether you’re selling assisted living or air conditioning, we all sound alike when it comes to talking about our business. It’s easy to go on about yourself, your credentials, process, technique and specialties, which is boring. Or, on the other end of spectrum, it’s easy to slide into boastful and blatantly hard-sell messages when you explain why you’re so great at the voodoo you do.”

As Langhans sees it, people don’t care about you and your boring business. They care about themselves and what they get from the service or expertise you provide. That’s why she suggests small businesses focus on creating simple marketing strategies and marketing tools. Her strategy is based on the who, what, when, where, why and how communication model—packed with “want” words, phrases and benefits.

“You’ve got to connect to what people really care about and what they want before you try so hard to convince. For instance, no one really wants a marketing plan, marketing strategies or even a marketing consultant,” Langhans explains.

“They may need it all, but what they truly want are marketing ideas and tools that will help them get more leads, attract more prospects, win more clients and generate more referrals. They want to decide the right mix of marketing activities for their specific market and competitive environment. They want to talk about their business so that clients will listen, buy and refer them to others.”

Langhans advice: Go beyond the labels and jargon, or else your message will just be ‘blah blah blah.’ If you’d like to know more ways to generate “want” words, and string them together in marketing and sales conversations, download her free teleseminar, Help Them Hire You: How to Talk About Your Business So That People Listen, Buy and Recommend You to Others.