It absolutely amazes me at how many business owners take the "Field of Dreams" approach to business. They figure, "If we build it; they will come." How stupid. When you have a product or service, you need to let the world know why they need it! Think about the pet rock. Come on, who would have known that people could live without a rock. The reason why the inventor became a millionaire is because he sold the "sizzle" of owning a rock.
Are you focusing on letting people know the features or details about your product or service, or are you selling them on the benefits? Do colleges tell people about how great the tests are and the textbooks are? NO! They tout the experiences and the benefits of the educational experience; both inside and outside of the classroom.
In my "From a Shoestring to a Pot of Gold" small business seminar, I bring someone up and put a hat on their head with a big "SO WHAT" sign attached to it. We then have several audience members come up and tell that person about their business. (10 second commercial). The minute they start going into too much detail, I remind them of the big "SO WHAT" sign.
More food for thought...
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