You always have a joke, a funny story. You are witty. You can make ratings analysis entertaining. One of the benefits you have in selling your services, to make yourself different from the competition out there, is that you have a sense of humor. Nowhere in these documents is there any levity or anything that tells the potential client that they get more than another consultant who says they can get them ratings and sales.
Every consultant says that.
That s a valuable asset. First of all, I never saw that as a selling point. Secondly, I thought including such a spin would make my services seem less businesslike, and less goal-oriented. Therefore, less valuable, and that wouldn't be a good impression to make. Further, I do get worried that my humor and irreverence can be taken the wrong way.