Small business owner get caught up in producing the greatest
thing, latest innovation, newest twist, and then focus all of their
marketing attention of shoving that thing down everyone’s throat.

But, they gotta want this, they really need this. Here’s a big tip
for anyone who’s caught in trying to sell the product or service
they produce. Nobody wants what you sell, they want what they
think your product or service will do to make their life better,
ease a fear, or simplify things.

No one buys insurance because they want a piece of paper called
an insurance policy. No one hires a consultant because they want
someone hanging around telling them what to do. They hire a
consultant so they can double what they charge for their services,
they buy a product to feel better, look better, seem smarter.

Figure out what your market really buys and start selling that.
And remember, the real buyer of any product or service is a person,
who will generally do things for their very own personal reasons.
In some cases you may need to position your firm to meet the
needs of a person or department inside a larger organization.

I work with a firm that provides software development services
to mid-size firms. The firms that buy these services need software
that enables them to meet their goals. The IT department, who
purchases these services, really needs resources and expertise
to get the latest innovations and to help manage the workload they
already have on their plate. This company really sells outsourcing
disguised as software development.

So what does your market really buy?