Have you heard the expression ”treat people like you like to be treated”? It can be a useful genralism. However have you also noticed that people are different from you, they respond in different ways – we have different likes and dislikes from them. Perhaps our friends are more like us, they like similar things to us. But what about your clients? Even though they’ve got different likes and dislikes – I’m guessing you still might be able to do business with them? However what about your marketing material, does appeal to them? Is there one or two small changes you could make so that it could appeal to a broader range of prospective clients?