Let’s face it.  Most of what businesses have to offer isn’t truly a life-sustaining necessity.  If you carry a smartphone with you, then I’m sure you would agree that your life is full of stuff you don’t need to survive.  Keep in mind that I’m comparing the modern life with those living in third-world countries.  Now we still buy the stuff or use these services because in some way they add value to our lives which we then convince ourselves that we can’t live life without.  So why would your target market want what you have?

  • Are you saving your clients time, effort or money?
  • Are you enhancing their net worth, self-confidence, or potential?
  • Are you enriching their skills, their sense of security, or their self-esteem?
  • Are you minimizing their real or perceived risks, fears, or liabilities?
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