Not every business is, or should be, humble. Lots of brands are about power and attention, and that’s okay. But if you have a brand which values humility, marketing can be a real challenge.
It’s natural to want to highlight your strengths, or at least, highlight what you think your customers might perceive as strengths. I’ve found that this approach often feels unauthentic, pitchy, and too “keyword” verbose.
Instead, be honest. Write as though you were talking to a very close friend, whom you want to recruit. Show them your best aspects, but keep it real.
How else can you talk about yourself, without talking about yourself?