I have never met a small business owner or executive director of a non-profit who didn’t think that what they did was extremely important. Of course, what you do is important. If it wasn’t, why bother? There are probably far more safer and easier jobs out there. But you didn’t. You decided that there was something more you could offer. There was something you had to share with others or a way to help make the world a better place.
In advertising, we focus a lot on the superficial aspects of a company. Special offers, basic services you provide, new locations, a friendly staff. But we also need to remember that each of you has a unique story to tell about the difference you make, about why you matter to the world. That’s what people will be interested in, that’s the thing that will make people want to come to you.