You must know why your customers buy your product or service in order to know how to craft your message to them. Step back, spend some real time to understand what they want to do with the holes, as opposed to the drill. See their desires, as Starbucks saw people wanted a coffee "experience" — not just coffee.
Show Notes
What business are you in?
How you answer this question affects every part of your business... not just your marketing message. But it's crucial for developing your message.
He...
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