The Reason Why They Buy
If you're a business person you want to sell your product or service. If it's been a struggle, then you probably aren't giving your potential customers a good "Reason Why" they should buy from you.
Take off your "business person" hat for a minute, and put on your "consumer" hat. You ARE a consumer when you need products other than your own. And why do you buy what you buy? Not just because it's there. Not because someone else needs your business. You buy because you think the product will meet your wants and needs.
How do you know? Perhaps you've used it before. Perhaps a friend recommended this product or service. Or perhaps the advertising gave you a good "reason why" you should become a customer.
The reality is -- we're all tuned into station WIFM: What's in it for me?
When you put pen to paper and begin to draft your next ad, put yourself in your customers' shoes and ask yourself what's in it for them. WHY will your product or service give them more than someone else's? Do you offer better service? Faster service? Higher quality? Lower price? Greater variety? Better guarantee?
What makes you stand out from the crowd?
Whatever it is, that's what you must convey to your customer.