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Make things better by making better things.
Rule #1: Don’t be a hero.
It doesn’t resonate with your readers or your customers to talk about yourself.
They are the heroes of their story, not you.
Rule #2: Keep it short, to the point.
All we want to know is if we can trust you?
Can you help us solve our problem?
Be the guide.
If you can’t bring them clarity, they will find someone else who can.