There’s a funny thing that happens when businesses brag about their products or services: they actually lose people’s affection rather than gaining it.Why?Because people generally empathize more with an underdog than an overdog. I know what you’re thinking: what does this have to do with my coworking space?The fundamental message here is that using the content you create to simply brag about how great your space, service, and amenities are isn’t going to fly with people. It’s offputting. Instead, create content with a graceful humility. Make your ideal member the protagonist of a story that acknowledges their challenges and positions your coworking space as a solution.Talking about how great you are doesn’t get you points. But talking about how you understand your audience and how to help make their lives easier and better sure does.