Tell me what I want, what I really, really want

We all struggle to define ourselves. And we certainly struggle to define how we may be useful to other people. Using words that will get others to listen and commission our expertise can be tricky. So how do we encourage people to turn up and tune in? 

Seth Godin points out that most business marketers jump right into the benefits and features of their product and service with out fully reconciling that most companies refuse to accept that they have a problem at all. Instead he recommends selling the problem and then positioning the solution, a solution you happen to be offering. 

Jason Cohen, founder of Smart Bear Software, discourages companies from positioning themselves strictly against their competition. He argues that “a company needs a strong position, something that would be equally clear and compelling even if competitors didn’t exist.” How do you do that? Read some of his tips here.

The primary objective of any sale is to get someone to keep listening, reading, clicking. The longer you have their attention the more likely you are to make the sale. So speak directly to their needs and save the fluff for another time.