Most sales messaging is overly "me" centric and are focused on what companies and their sales people want to sell versus actually caring about what buyers want and need. 

"According to sales management, the salesperson's ability or inability to communicate value messages is the biggest inhibitor keeping salespeople from achieving quota." --SiriusDecisions

Can you really blame buyer's resistance to dealing with salespeople? Their experience is, more often than not, a waste of their precious time. The inability to create a value message is at the heart of this problem. Feature dumps don't cut it, and simply making more phone calls, sending more spam emails, or broadcasting your pitch to more people on social channels aren't helping you. Your sales messaging has to change!

Barb Giamanco and Doug Lehman talk about why your message matters and what yours is probably saying about you!