As a small to medium size business owner or entrepreneur, you face many challenges. Not the least among them is to clearly communicate with your customers and prospects. You must be able to articulate your marketing message and value proposition with absolute clarity.Your message must speak to and engage your target market. Clear communication can mean the difference between selling and not selling. If you don’t sell you won’t make money. Word of mouth alone is not enough to sustain you. It is an absolute necessity that you market your business.

At the risk of being blunt, here is something you must know. A current or potential customer doesn’t care about the number of widgets your company has sold. Likewise they don’t care how many years you have been in business, nor how many sales awards you have collected. Here is what they actually do care about and want to know. Will your product or service fill their need, solve their problem, or make their life better and easier? If your product or service can achieve these things, then the world will beat a path to your door. This is a paraphrase of a famous (mis) quote, often attributed to Ralph Waldo Emerson. It simply means that if your product or service has such a compelling value proposition, that people will go out of their way to find and purchase it.

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