WHAT IT MEANS: Every ad, brochure, e-mail, or direct mail is an opportunity to win customers and drive sales—but people don’t buy things to keep you in business, they buy what they think they need. Your challenge is to discover those needs and address them. To the extent that you can identify problems and position your products or services as solutions, your marketing messages will be more effective. Many business owners are so enamored with their offerings that they focus—to their disadvantage—on features.
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