Take a look at the new visual model I’ve created below. 

When you create your marketing and messaging, it passes through what I call your psychology prism. This prism is made up of your assumptions, past experiences, technical background, hopes, dreams, and the daily minutia of your work. These factors refract your marketing ideas on their way to your prospects. Your marketing is diminished by these issues. Companies almost always perceive themselves less positively than customers see them. This has a massive effect on your marketing. 

Alternatively, you can involve your paying customers in shaping the emotion and the language of your marketing. What you get is honest, relevant, and resonant. Nothing you can say about your product or service is as powerful and effective as what you can draw from customers. In this case, the messaging goes unaltered, directly to your customers, unaffected and your psychology prism.