Reading: So What? by Mark Magnacca
I'm reading a very good book right now called "So What? How to Communicate What Really Matters to Your Audience" by Mark Magnacca
It's all about refining your message to be focused on how it will help your audience.
I learned about it in this excellent interview with Mark Magnacca on Mixergy
Highly recommended!
p.s. You can also check out http://www.sowhatbook.com for more info on this
