We all like to win awards. It shows that our peers recognize our genius and our hard work. Awards are great, but here’s a secret. Your customers don’t care that much about your awards, they care that you can help them get their message across (and make more money).

If you do win an award, say so. It is recognition by your peers. But, don’t base your marketing strategy on your awards. Don’t expect them to lead to profits either.

Instead of talking about the awards you won for your video, or your wealth of creativity and talent, tell a story. Talk about how people felt when they saw that video, not the techniques and equipment you used to produce it.