Want to be better at marketing, sales, and conversation in general?
Next time you're writing a piece, pitch, or near a colleague who is selling, count the ratio of "I" statements to "you" statements.
It's not an infallible rule, but you want considerably more "you" statements than "I" statements.
The natural inclination, sadly, is the opposite. People feel predisposed to talk about their company, their goals, their product, and so on.
You need to get away from that to be highly effective. Focus in on the user or decisionmaker, their goals, what they want. People buy for their reasons and they decide for their reasons. Focus on those, not your own, and you'll achieve far more.