Building a StoryBrand by Donald Miller is a great book to help you understand how to properly promote your business from the perspective of the customer. It helps you realize that it might not always be best to tell your customer what they are missing by not choosing you, but rather let them know what they gain by choosing you. Show your customer you're the helpful guide they want, not the only guide they need. Approach them as a friend rather that a customer. If you are interested in the book, check out: