What's In It For Me (WIIFM)?
The magic words of marketing
Your system of marketing needs to consider that every customer, every potential client, has those magic letters emblazoned on their forehead. They are ONLY concerned about their benefit, their gain, and their advantage from using your product or service. Unfortunately, your payroll, your overhead, your time spent is of little consequence, and unimportant to them.
Comparison-shopping will eventually lead the consumer to find the best value for their money, and they will brag about their "good fortune" to their friends and family.
Here is a difficult question to ask ourselves: Are my customers promoting my business or my competitor's?
In your marketing, forget about your needs, your ego, and your "numero uno" attitude. Remember WIIFM and show your customer as clearly, as distinctly, and as personally why your service or product will help him save time, save money, obtain more value, or whatever else is important to him.