John Wanamaker is credited with saying "I know half of my advertising is wasted. The trouble is, I don't know which half."
Maybe John should have spent more money refining his message instead of buying more media space.
Most of us fall into the trap of telling our customers how good we are rather than telling then what we'll do for them. Instead of identifying a problem we'll solve for them we tell our audience how we're the 'leading expert' in our field. The trouble is that's just what all our competitors are doing.
So when you're editing your Linked In profile or your company home - instead of starting with a statement about what you do, try starting with a question. A rhetorical question that identifies a concern that your prospects have - or a problem they're facing. It shows them that you understand and empathise with that problem. Then explain why you're commited to solving this problem - what you believe in and how this can make a difference to them.
Then, and only then have you earned the right to explain what you do and how you do it. Because by putting them first and identifying a real and present danger is the only way to ensure they'll listen.
Refining your marketing message in this way may even result in getting twice the return from half of your expense.