Sell the problem

No business buys a solution for a problem they don't have.

And yet, most business to business marketers jump right into features and benefits, without taking the time to understand if the person on the other end of the conversation/call/letter believes they even have a problem.

My friend Marcia (we've advised each other on various projects) has a very cool idea for large professional firms. As an architect, she realized the firms were wasting time and money and efficiency in the way they use ...