Go through your marketing materials and everywhere you say something about you, mark it in blue. Now pick up your red marker and everywhere you see something about the potential client (his fears, worries, concerns, goals, interests, etc.) mark it in red. If you see more blue than red, you have lots of room for improvement.
What do you know about your potential clients, anyway? We think we know, don't we? Really good marketing and advertising is about people... their life experiences, desires, frustrations, and hopes.