Chapter 3

Principle 3:Messaging—Developing Messages That Stick

Introduction

Wouldn’t it be great if prospects easily understood what your business was about? And what if your customers really knew all the hard work and intricate details that you need to master in order to deliver your product or service? Surely they would then begin to appreciate what you sell—so much so that they would buy from you. I hate to be the one to break it to you, but the truth is that it does not matter one bit.

Customers don’t care about what you have to sell. Customers only care about their problems, their revenue and profit issues, productivity issues, and the ...

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