2. You should NOT focus your marketing message on what your customers "need."
People - including those who are buying for businesses - don't buy what they "need." They buy what they want. The difference is a matter of perception. You may perceive that an individual or a company needs your product or service. But what is important is whether the buyer has the same perception. If he/she does not, then it is not a need - no matter how wrong they might be. If, instead, you learn what your prospects' wants are, i.e. their perceived needs, and focus your marketing message in that direction, you will have a far higher probability of getting them to buy
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