Quote[/b] ]A lot of businesses make the mistake of talking about themselves instead of talking about their customers. Iíve written here many times about the importance of stressing benefits, benefits, and more benefits. To put it another way, try to look at it like this:
You know your customer is already having a conversation with himself inside his own head. Heís talking about the problem heís trying to fix, but heís not sure how. Heís certain there has got to be a solution somewhere, but heís not quite sure where it is or how heíll recognize it once he finds it.
The key to making sure your marketing hits the mark everytime is to understand this conversation your customers are having inside their own head, then inject yourself and your solution into the conversation. When you know the issues theyíre struggling with and present the answers via your marketing materials, youíll find your marketing to be 100xís more effective than any type of image advertising you could ever do.
So, figure out the conversation going on inside their head, craft an answer that ties the solution to your service, and present the solution via a direct response marketing mechanism.