marbiagehasten

petak, 14.01.2011.

Finding Your Client's Business Problem Leads to Better Copy

WHAT’S THEIR PROBLEM?How do you begin a dialogue with a prospect, be it in person, on your website or in print?You talk about your client’s business problem.What IS your client’s business problem?Answering this question is the hardest part of marketing. What we all do instead, is focus on our solution, i.e. “what we do.”“We sell network management software.”“We are a business-oriented law firm.”“We trade commodities.”Worse still, we continue talking about ourselves: how many employees we have, h.

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