If you have children, you will doubtless remember saying to them, "You can do it."
It's what we say when our toddlers first struggle to their feet.
It's what we say when they face their first day at school, when they first ride a bicycle, or first swim a full length of a pool.
Children face challenges of early life with greater confidence when they are supported by belief and support of their parents.
And it doesn't stop at childhood. We continue to say, "You can do it" when our teens take their driving test, apply for college or dress up for that first job interview.
I recently finished reading John Le Carre's book, The Constant Gardener. He frequently touches on thought that adults are simply children they once were, with all their childhood strengths and weaknesses, masquerading in grown-up bodies.
I think he's right. As adults, at home and at work, we still crave support and belief of those around us - our partner, our colleagues, our bosses.
When faced with a tough career challenge, it's still reassuring to have someone put a hand on our shoulder and say, "You can do it."
With this in mind, consider some of copy you write on your Web site, and in your emails and newsletter.
Where you now say something like:
At Acme Trust we support local arts through our funding program.
Consider saying this:
Through Acme Trust you can successfully apply for a grant to support local arts.
Where you say:
Acme Business Intelligence software aggregates data from across enterprise and makes it available to your managers...