They care about: their wedding, their future, their first home, their first child, paying for dinner for 200 people, whether their dress will fit, whether the cake will look like they imagined it would.  They care about whether people will like the centerpieces, if they're going to cry when they see each other.  They care about how they will look in a bathing suit on the honeymoon.  

They care about getting tan for the wedding.  They care about whether the escort cards look right, and who should sit with who at the wedding.  They care about how they can afford everything they want.  They care about what people will think of their wedding.  They care about themselves.

They don't care about: your website, your blog, your twitter status, the award you won that really everyone won but you pretend like it's a big deal anyway.  They don't care about the type of camera you shoot with.  They don't care if you shoot RAW or JPG.  They don't care about your new brand, or your letterpress cards.  They don't care about the new logo and the colors you spent hours trying to get just right.

They DO care about whether or not they trust you.  They care about whether they believe you can help them remember the way they feel at their wedding.  They care about whether you'll do what you say you'll do.  They are about whether or not you'll add fun to their wedding day, or whether you'll be a drag.  

All those other things - the things we care about so much - are meaningless to clients.  Sure, they matter.  Sure, a professional website helps build credibility.  Sure, L series lenses with big apertures help us produce amazing images.  Sure, letterpress business cards are impressive.  But all of it is meaningless because everyone is focused on these things - except the client.  All of your competition has the same "stuff."

The question we forget to ask ourselves is: what do our clients really care about?  Why don't we spend more time caring about those things?  Can you imagine what your business might look like if your clients felt like you REALLY cared about them - and the things they care about?  Can you imagine what might happen if you spent more time thinking about your clients, and less time thinking about "strategies" to get them to give you more money? 

You should care about what your clients care about.  You should care about them.