Rarely do they buy just for the sake of buying, or because you've been in business for over 20 years. Think about your own personal reasons for buying virtually anything, and you'll see what I mean. You will sell far more of your products or services if you focus on what is important to the prospect, not to you. In other words, the prospect is interested in your product because of the problem it solves and nothing else. Tell me that I will save time and effort by using a new type of roller that your company sells and I, as your prospect, will be interested in what you are selling.
Smart marketing starts with qualifying leads.
Focus on a Specific Prospect or Group and Speak to Them Directly All too often, marketing communications try to satisfy all the people all the time and, as a result, end up alienating most prospects most of the time.