If you want to get your prospects’ attention, the first thing to do is let them know how you can help them. Few people like to be sold, but every one of your prospects is looking for a solution — for a product or service that will solve a problem or meet a need.

If you’re like most small-business owners, your marketing and advertising is focused on your name, your products, and your services. Instead, shift the emphasis in your ads and marketing copy to your prospects’ concerns. Focus on how you help them get what they want, and in the process you’ll get what you want — more clients and customers.   Charlie Cook CEO Marketing for Success Old Greenwich, Conn.

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